Cambridge Elevating: Website Redesign
A ground-up WordPress rebuild for one of Canada's leading lifting equipment manufacturers. The project focused on lead generation architecture, technical product catalogue management, and SEO - turning a dated brochure site into a modern sales tool.
The Challenge
Cambridge Elevating had an ageing website that didn't reflect the quality of their products or the sophistication of their customer base. Industrial buyers researching lifting equipment expect detailed technical specifications, downloadable documentation, and a site that earns trust on first impression.
The existing site had poor Lighthouse scores, no structured product catalogue, and no clear lead capture path. It was losing search visibility to competitors with more modern web presence. The brief was to fix all of that without disrupting the company's ongoing sales operations.
What We Built
We rebuilt the entire site on WordPress with a custom theme designed around the needs of industrial buyers and the content requirements of a manufacturing company.
- Custom WordPress theme with a component-based design system that the marketing team can extend without developer help
- Structured product catalogue with Custom Post Types, attribute filtering, and downloadable spec sheets for each product line
- Lead capture architecture with HubSpot integration - contact forms pre-tagged by product and page for immediate sales follow-up
- Technical SEO foundation: schema markup, XML sitemap, canonical URLs, and Core Web Vitals optimization
- Image optimization pipeline for large product photography without sacrificing load time
- Multilingual groundwork for future French-language content under the CASL framework
The Outcome
The site launched six weeks after design kickoff. Within the first 90 days, qualified lead volume from organic search had tripled compared to the same period the prior year. Lighthouse performance scores reached 95 on desktop and 88 on mobile.
The content team at Cambridge Elevating now manages all product pages, news articles, and downloadable documentation independently through the WordPress admin, without development support.