Hale Trailer boasts of one of the largest inventories of trailers and truck equipment. With an outdated site that was taking a hit in Search Engine Ranking, Hale approached Morroni for a complete rebuild that consisted of a design overhaul and daily scripted updates to their inventory.
Using the established color palette and brand identity, we redesigned the site to have a modern look. The new site had to be responsive and adapt to display on all different types of devices with ease.
The Big Haul
Product pages were developed using a custom post type and are created automagically during the import process from Hale Trailer’s robust and complex inventory file. All available trailer information including photos, measurements and trailer specifications are displayed on the product page so that users can determine if the trailer meets their requirements.
With schema playing a big part in the Search Engine Optimization process, we made sure that it was included everywhere possible. We incorporated schema on the fly for each trailer in their inventory and also made sure each of their twelve locations were fully optimized for search results.
Hale Trailer has one of the most robust inventory catalogs we’ve integrated into WordPress. To keep their ever-changing inventory up-to-date, we leveraged their internal inventory spreadsheet to import seamlessly and wrote a custom script to update the website multiple times throughout the day without the need to do manual imports.