Making hundreds of machines findable for a heavy equipment dealer
US Equipment Sales sells and rents aggregate, environmental and recycling equipment across the Midwest. Its website could not filter a large inventory down to the right machine. We rebuilt it in Webflow as an inventory web app on the CMS, a platform that now runs three dealerships.
Overview
The challenge
A dealer's website is its yard, and this yard had grown past what the site could hold. US Equipment carries hundreds of machines across fifteen categories and dozens of manufacturers, for sale and for rent, across five locations.
The old structure made that inventory hard to use. A buyer who knew they needed a jaw crusher, or anything by one manufacturer, had no way to filter down to it. And nothing about the site's architecture helped a buyer in Iowa or Wisconsin find the machine sitting in the nearest yard.
Our approach
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Strategy
We treated the inventory as data first and pages second. With every machine held as a structured record in the CMS, filters, model pages and per-state pages all come from the same source.
- The whole inventory held as structured CMS records: category, manufacturer, model and condition
- Site architecture built around how buyers search: by category, by manufacturer, by state
- Sale and rental treated as first-class paths, each with its own browsing structure
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Design
Designed for a buyer who knows machinery and wants the spec, the price signal and the next step.
- Listing pages lead with photography, key specs and a request-a-quote action
- Clear status badges, so a sold or incoming machine is never mistaken for available stock
- Mobile layouts that survive a site office or a cab, not just a desk
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Development
Built in Webflow on a CMS structure made for the real inventory, so the site works like an inventory app.
- Category, manufacturer and model filters over the full listing set
- Listing, model and brand pages generated from the same CMS records
- Programmatic category-by-state and brand-by-state pages for regional search
Technical deep-dive
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Filtering built for machinery buyers
The listing pages filter by the axes buyers actually use, against live inventory.
- Dropdown filters for category, manufacturer and model, plus new and used
- Fifteen equipment categories, from crushers and screeners to trommels and washing systems
- Free-text search across the listing set for buyers who know the machine
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Built like an inventory app
The CMS holds every machine as structured data, and the site works like an app on top of it.
- One edit in the CMS updates the listing, its filters and every regional page that shows it
- A monthly payment calculator gives buyers a financing signal on the spot
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Structured data at inventory scale
Every listing publishes machine-readable product data, so search engines see the stock too.
- Product and offer schema generated per listing
- Around 1,400 pages in the live sitemap, most of them inventory, model and regional pages
- A plain-text llms.txt describes the business to AI assistants in their own format
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Built to serve a multi-state footprint
A machine is only relevant if it is near enough to buy or rent.
- Per-state equipment pages for the thirteen states the dealer serves
- Category-by-state and brand-by-state pages catch regional searches
- Location pages for each yard, with directions and contacts
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One platform, three dealerships
A second and third deployment test whether a build is a platform. Each dealer keeps its own stock, brand and story. The machinery underneath is shared.
- RPM Crushers and Screens: the Southeast sister dealer, six states plus a heavy haul division. Around 700 pages
- Bradley Equipment: the Texas dealer, one state with no empty regional layers. Around 580 pages, mostly listings and models
- Sister dealers cross-linked in every footer, so stock in another region is one click away
Results and impact
Counted from the live sitemaps on 9 October 2026. We publish no traffic or lead figures for this project.
- 1,395
Pages in the live sitemap
- 1,347 of them listing, model, brand and regional pages, built from the inventory data
- 15
Equipment categories, filterable
A buyer filters hundreds of machines down to the one they need by category, manufacturer, model and condition.
- 3
Dealerships on the platform
- All three counted from their live sitemaps, not estimated
The website now works like the business. Every machine is a structured record in the CMS, and the site turns those records into filterable listings, model pages and regional pages. A buyer anywhere in the footprint can filter to the right machine and ask for a quote in a couple of steps.
The same platform now runs the family's two sister dealerships, RPM Crushers and Screens in the Southeast and Bradley Equipment in Texas. A structure that works three times over fits the industry, not just one client.
Key takeaway
Inventory businesses do not have a design problem first. They have a data problem, and the design has to sit on top of it. Structuring the whole yard as CMS data gave US Equipment filtering for buyers, product data for search engines and regional pages for local searches, all from the same records. That is why the platform now runs three dealerships instead of one.
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