Background
Baywright sells lifts, tyre and wheel machines, alignment systems and air to independent garages—often owners fitting out a workshop for the first time or adding bays.
Challenge
A spec page per machine is easy. The harder job was convincing owners that buying the set is simpler: spacing, ceiling height and supply voltage all interact, so a quote really needs a floor plan first.
Our Role
- Information Architecture
- Web Design
- Frontend Development
Solution
We moved the site’s main path from “browse products” to “send your floor size.” A sample three-bay layout sits right under the hero, its numbers tied to the machine list beside it; the spec table keeps only the fields needed to choose, and a three-step process and short form close the page.
The floor plan is the navigation
Six machines are marked by bay, and each number doubles as an anchor to the list, so owners read the space before the specs.
A spec table cut to selection fields
Model, key spec, supply and a PDF sheet. Unconfirmed figures are marked with dotted placeholders so they can be swapped in later.
A quote that ships with a drawing
The form asks for company, country, bay count and floor size, and promises a layout drawing plus one quote for the lot.
Frequently asked questions
The questions we’re asked most about this project’s design choices and delivery.
Why a workshop floor plan under the hero instead of product photos?
A garage owner’s biggest worry is whether it will fit—post spacing, ceiling height and door positions all interact. Showing how the machines sit in a workshop before any single spec answers their real question better than a row of product shots.
Why does a quote start with the floor size?
A quote needs a floor plan first. We ask for company, country, bay count and floor size, and reply with a layout drawing plus one quote for the lot—turning “buy a lift” into “fit out a workshop,” which raises both order value and close rate.
Why only four columns in the spec table?
Selection only needs model, key spec, supply voltage and a spec sheet. Everything else goes in the PDF so the table stays readable in one screen; unconfirmed figures use dotted placeholders the content team can swap in later.
How long does an industrial-equipment B2B site like this take?
With the information architecture and content in place, sites like this usually go live in 4 to 6 weeks. We typically use static generation with a lightweight CMS so the client team maintains specs and sheets themselves, and the quote form feeds straight into their CRM or inbox.
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