Vimar Equipment
Web Design & Development
Heavy Machinery, Service Vehicle Sales and Rentals – Burnaby, B.C
Website Rebuild & CMS Implementation
Vimar Equipment represents three companies offering sales and rentals of heavy machinery, equipment, and service vehicles for public works such as sanitation, emergency management, and environmental services. The corporation is made up of Vimar Equipment, True North Emergency Equipment, and True North Environmental Equipment, operating across the US and Canada.
Project Platforms
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CMS Migration & Implementation
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SEO
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WordPress Website Rebuild
WordPress Website, Corporate Multi-Site
Vimar Equipment represents three companies offering sales and rentals of heavy machinery, equipment, and service vehicles for public works such as sanitation, emergency management, and environmental services. The corporation is made up of Vimar Equipment, True North Emergency Equipment, and True North Environmental Equipment, operating across the US and Canada.
The Project Challenge: Migration to WordPress CMS
Vimar were looking to refresh the websites for their three linked companies, with a view to unifying the corporate identity across all three entities. As well as this, Vimar identified a need to transition from the legacy content management system in place on their website – this system was difficult for non-developers to navigate and rendered change management laborious. This necessitated moving to a WordPress website, which incorporated SEO-friendly design that could allow website pages to rank for desired key terms. A WordPress site also offered the benefits of a more user-friendly design that would allow customers to navigate the site smoothly and more easily find the types of equipment they were in market for. WordPress web forms would also allow website visitors to reach out to Vimar’s sales team quickly and easily.
Building Reusable WordPress Templates
The primary challenge for RFDM was creating three websites for the client within the constraints of a budget that would usually be reserved for a single website. The team solved for this by creating a single website design using reusable templates that could be deployed across all three new websites. We then implemented cosmetic changes and unique content to each template (e.g., unique homepages, product pages, and ‘services’ pages) to give each site an individual look and feel.
Migration to WordPress CMS and SEO Optimization
Once the templates were in place, RFDM set about migrating content and inventory from the old website to the new locations. Our team collaborated with the client to create a master product spreadsheet that would allow us to transfer their existing product and available stock information into a WordPress system that would be easier to manage. Once the contents and products were in place, RFDM deployed the Yoast SEO plugin to optimize the website for SEO to allow the client’s individual product pages to rank on Google search result pages. Lastly, RFDM ensured the site refresh made it easier for visitors to explore available inventory by categories of brand, vehicle type, or new/used/rental status. Each product page was also fitted with a prominent request-a-quote button to enable and encourage website users to reach out to the Vimar sales team via a webform.
Outcomes
The principal benefit for Vimar of RFDM’s work was value for money. The client received three new websites with a unified brand identity for less than the cost of producing each site individually. The new websites also made new and existing customers aware of Vimar’s other equipment offerings.
The website refresh led to significant labor cost savings for the Vimar team in terms of managing their website. Previously the team had lacked the ability to easily update website inventory and refresh content without the input of a developer. The WordPress website RFDM built enabled Vimar to update and manage all their websites via their in-house marketing and sales team. The net effects of the website build were increased traffic to the site, enhanced user experience, and an increase in new business due to improved Google ranking and a more intuitive site design that made it easier for website visitors to find the products they were looking for and reach out to the Vimar sales team online.