A technical range, sorted by the job it does
01 — The brief
Sell technical equipment to seven industries, from one site
Fennex Industrial supplies excavator attachments, hydraulic equipment, dust and odour suppression and complete vehicle systems to some of the hardest working sites in New Zealand. Its buyers are not one audience.
A demolition contractor, a scrap yard, a council utilities crew and a forestry operator all arrive looking for different machines, and each describes the problem in the language of their own industry rather than in product names.
The brief was a site that carries the full technical range without becoming a parts list: every product findable by category or by industry, enough detail on the page for a specifier to shortlist, and a clear path to a person when the decision needs a conversation.
The range, twice over Thirty nine product categories are filterable by product type and by industry, so a demolition contractor and a forestry contractor both land on the machines that suit them without wading through the rest.
By the numbers
A technical range, fully documented
Feature
Nothing on the site tries to close the sale of a six figure attachment on its own. Every product page ends in an enquiry that reaches a named consultant with the machine already attached, and the whole site carries a book a call option for buyers who would rather talk.
- Product enquiry on every product page, tied to the model
- Book a call widget available site wide
- Brochure downloads for each product range
- Hire enquiries for the dust and odour cannon fleet
- 24 hour hotline and consultants with direct mobiles
- Customer testimonials shown against the equipment they bought
Industry first navigation
Built around the job, not the catalogue
Seven industries, each with its own set of machines.
Demolition, scrap metal, waste and recycling, civil construction, utilities infrastructure, service vehicles, and forestry and landscaping each get their own filtered view of the range, assembled from the same product records.
One machine can appear under several industries without being duplicated, so the team maintains one set of specifications and every buyer still sees a page that reads as though it was written for them.
02 — The process
How we got there
- 01
Mapping the range
Every product line, category and industry application was mapped before design started, so the structure could carry a technical catalogue without becoming a spreadsheet.
- 02
Design that matches the machinery
A dark industrial interface built around large equipment photography, animated masks and a brand scroller for the global manufacturers Fennex represents.
- 03
Building the product system
Products are records rather than pages, tagged by category and by industry, each with specifications, imagery, related news and its own enquiry form.
- 04
Enquiry, hire and download paths
Product enquiries, hire enquiries, brochure downloads and book a call requests all write into the same CRM, so nothing sits in an inbox.
- 05
Launch and ongoing content
The site went live with the Fennex Industrial brand, and the team now publishes its own news, Fieldays specials and new product introductions.
Three generations, said plainly The about section carries the part of the story that wins the work: a family business since 1963, still family owned and now in its third generation, with named people and direct mobile numbers instead of a contact form.
03 — The outcome
One site that speaks seven industries
A technical range presented so buyers can self serve to a shortlist, then talk to a named consultant.
Sales enquiries arrive attached to a specific machine, hire enquiries arrive against a specific cannon, and the brochures do the qualifying before anyone picks up the phone.
The team publishes its own news and product launches, so the site keeps pace with the range instead of ageing between redesigns.
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Design, build, content and search, handled by one Auckland team.
