A site stuck in one lane
The previous website read like a catalog from a much smaller company—dense pages, a flat hierarchy and no sense of the scale sitting behind the name.
Every service, its own front door
Petrochemical, energy, emergency response—each offering and each industry got a dedicated page to drive stronger SEO performance and give readers plenty of information.
The name on the patch
We used real photos of Hoist & Crane team members—even animating some with AI for even more movement. Every face on the new website belongs to someone a customer could actually meet.
Hiring is the other job
Hoist & Crane's training programs help techs move from apprentice to master tech. The site leads with that ladder, because recruiting is every bit as competitive as the service work.
Built to keep climbing
Every office and every offering now has a page of its own to rank on—so the site keeps pulling in the people searching for exactly what Hoist & Crane does.
Full Story—this content appears in the side drawer on the frontend. Click the floating "Reader View" button to preview.
Seeing the whole story.
Hoist & Crane's existing website focused on the company's services, but that was only part of the story. The company reduces risk in high-stakes environments, serves facilities where failure isn't an option and invests in team training to make sure its techs are top-notch. That disconnect between the site and reality showed up through unclear positioning and buried services.
Getting everything off the ground.
We restructured the site around how Hoist & Crane's customers actually think—and search. Services are organized into clearer categories, and simplified navigation eliminates guesswork. Each service offering now has its own page, supporting stronger organic search performance. Industry pages show visitors Hoist & Crane's expertise in their specific fields. The result is a site that gets people where they need to go faster, and makes the full scope of Hoist & Crane's capabilities easier to understand.
People do the heavy lifting.
In the crane services industry, trust isn't built through marketing language. It's built through proof. The new website brings the people behind the work forward. Custom photography and b-roll showcase real technicians in the field. Recruitment is a major priority, so Hoist & Crane's training programs highlight the company's clear investment in training, safety and long-term expertise.
Dynamic by design.
Hoist & Crane's work is physical. Industrial. Always in motion. The site needed that same energy. Bold orange guides the attention without getting in the way, and textures echo the environments where the work actually happens. And because the industry never stops moving, neither does the site: motion and video show the work in a way static pages simply can't. The company's core values, the "5 Marks," live in the footer on every page.
A company on the rise.
The new site was built to perform as reliably as Hoist & Crane's teams. Location pages for each Hoist & Crane office strengthen local SEO, while clear calls to action turn visits into conversations. The impact showed up quickly: within the first month, the site saw a 36% increase in ranking keywords. Within three months, top-three rankings were up 26%.
Outgrown the story your website tells?
We help industrial companies show the full scope of what they do—and get found for it.
