Web design and SEO for an Irish agricultural machinery maker, with enquiries instead of a checkout

Farmers and agricultural businesses searching online for the kind of equipment O'Donnell Engineering makes weren't finding it. For years the company had run on a very basic, outdated website that didn't reflect the size of its range, didn't show up on Google and brought in no enquiries. It needed its whole catalogue online in a way that suited how it sells, where a customer's first step is a conversation rather than a purchase.

The whole range online, product by product

In manufacturing website design, the catalogue usually matters most, so we rebuilt the website around more than 250 products, each uploaded, described and categorised with its own images and specifications. A farmer looking for a particular machine can find it and see what it does before getting in touch.

An enquiry form instead of a checkout

O'Donnell's sales are consultative, so a buy-now button would have been the wrong first step. Instead, every product leads to the same enquiry form, which fills itself in with the product the customer is asking about, so the sales team knows exactly what the customer wants before they reply. It also spares the business an e-commerce checkout it didn't want.

Pages written for the terms customers search

The old site had no presence on Google, so we did the SEO groundwork alongside the build. We researched competitors, mapped the content and optimised the product and service pages for the terms O'Donnell's customers search for.

O'Donnell Engineering now has a website that brings in regular enquiries for its equipment. It shows up in Google for agricultural equipment searches the company was invisible for before.

Not every product catalogue needs a checkout, and when your sales start with a conversation, an enquiry form that already knows the product gives your team a better start than a basket would. Putting your whole range online, with each product properly described, gives both Google and your customers something to find.

Read more about our web design and SEO services, or see more web design case studies and other construction and engineering projects.