Charles Wilson Engineers Ltd

Elevating a nationwide plant hire brand

A website homepage displays construction equipment for sale or hire, featuring a yellow JCB telehandler lifting a pallet. The search bar, navigation menu, and highlighted text, “From Tools to Telehandlers,” are prominent.

A construction site with stacked red and gray metal formwork, metal rods, wooden planks, and scattered building materials arranged around the site.

The challenge

Improving lead generation through a better online experience

Charles Wilson are a specialist plant hire company, supplying heavy plant and construction machinery nationwide with branches across the UK. They were looking to generate more leads from their website and improve the overall experience of the site in order to maximise conversions.

A website page displays a grid of equipment categories, including telescopic handlers, scissor lifts, powered access, accommodation, booms, generators, towerlights, and floodlights, each with images and links.

The solution

Establishing a clear design direction with a full UX and UI overhaul

An initial audit of the website was required to dictate the direction of design. A complete overhaul of the UX and UI was the foundation for improving the user experience.

A person browses an online store for forklifts on a laptop, viewing images and details of different forklift models on the website.

A man wearing a hard hat and work boots operates a red and gray construction vehicle with the label CW Plant Hire on the door, surrounded by a wooded outdoor environment.

The outcome

Enhancing navigation and product visibility to boost conversions

Additional features were added to make products easier to find, and the site easier to navigate, thereby increasing the number of visits converting to enquiries.