MR Crane Service Ltd. is a Vancouver Island–based crane and hoist company serving contractors and developers across British Columbia. Their fleet includes tower cranes, mobile cranes, hoists, and a wide range of rigging and specialty lifting equipment. As the company expanded into Vancouver and Kelowna, leadership realized their website was no longer aligned with the size or sophistication of their operation.
We partnered with Wild Prairie on this project. Wild Prairie led the brand direction and client communication, and our team led the technical architecture, SEO strategy, and WordPress implementation.
The Problem
MR Crane was operating on a Yellow Pages–managed website. On the surface, it functioned like a typical service site. Underneath, it created real limitations.
From an SEO perspective, the platform restricted control over page structure, metadata, pagespeed, performance, and content depth. That meant MR Crane was not ranking for meaningful crane-related searches in their markets. Unless someone already knew their name, they were difficult to find. For a company expanding into competitive regions like Vancouver and Kelowna, that was a serious constraint.
Operationally, the website was also falling short. Contractors regularly called the office to ask basic questions about available cranes, tonnage, load charts, attachments, and power requirements. The company maintained a PDF listing of their fleet, but as inventory grew, that document became harder to manage and nearly unusable on mobile devices. It did not allow filtering, searching, or structured requests.
Dispatch and sales were spending time answering questions that the website should have handled.
The business had grown. The website had not.
Why the Issue Existed
The root of the problem was structural.
Directory-style platforms like Yellow Pages are not designed for long-term SEO growth or inventory-based businesses. They limit how deeply content can be structured, how equipment can be organized, and how search engines interpret the site.
MR Crane needed:
- Control over their architecture
- Equipment-level pages that could rank
- Geographic segmentation for different markets
- A better intake process aligned with internal operations
They needed a platform they owned and could grow.
Our Strategy
We approached the rebuild with three priorities:
- Establish a proper SEO foundation on WordPress.
- Build a structured, filterable equipment catalog that supports both search visibility and operational efficiency.
- Align website inquiries with MR Crane’s internal workflow to improve routing and reduce friction.
This was not about making the site look more modern. It was about building infrastructure that supports revenue and operations.
What We Implemented
A WordPress Foundation Built for Search
We migrated MR Crane off the Yellow Pages platform and rebuilt the site on WordPress with clean architecture, proper heading structure, metadata control, and scalable page depth. We created market-specific pages for Vancouver Island, Vancouver, and Kelowna so geographic relevance could be clearly signaled.
Within weeks of launch, MR Crane began appearing for crane-related keywords they had never ranked for before. The early visibility gains reinforced what we already knew: the previous platform had been limiting organic opportunity.
The new structure allows each crane model, equipment category, and service area to function as a long-term SEO asset.
A Structured Equipment Catalog
The equipment catalog became the core of the site.
We built organized categories for tower cranes, hoists, mobile cranes, boom trucks, rigging attachments, and jack-and-roll equipment. Each unit now has a dedicated page with real photography, specifications, load charts, and power requirements where applicable. Every equipment page includes a clear request action tied directly to that specific unit.
Instead of scrolling through a PDF or calling the office to confirm availability, contractors can filter and review equipment directly from their phones. This is especially important for field users who need quick answers on job sites.
The result is fewer repetitive calls and more informed service requests.
Attachment Clarity to Reduce Errors
Attachment confusion was creating unnecessary friction. Vague requests increase the risk of wrong deliveries, which cost time and money.
We implemented categorized attachment listings with real images and identifiers so users can reference specific items when submitting requests. This improves communication between field teams and dispatch and reduces preventable mistakes.
Structured Service Intake With Smart Routing
The previous site routed all inquiries through a general contact form.
We replaced that with structured intake forms aligned with MR Crane’s internal processes. Mobile crane requests route directly to Dispatch. Tower cranes, hoists, and attachment inquiries route directly to Sales. Required fields collect essential project information upfront, including location, dates, and service type.
The website now acts as an organized intake system rather than a passive inbox.
Results
Operationally, MR Crane now has a platform that supports their team rather than slowing them down. Contractors can self-serve equipment details, submit structured requests, and access load charts without relying on static documents.
From an SEO standpoint, the company now has full control over their platform and the ability to grow into new markets. Early keyword visibility gains after launch confirmed the impact of moving off the restrictive directory system.
Most importantly, MR Crane owns their infrastructure. They are no longer dependent on a vendor-controlled environment that limits how they rank, scale, or update their content.
Final Thoughts
This project wasn’t about aesthetics. It was about removing structural limitations.
When a growing company operates on a platform that restricts search visibility and fails to support operations, the website becomes a bottleneck. By rebuilding MR Crane’s site on a scalable foundation and aligning it with how their team actually works, we helped turn it into an asset that supports both growth and efficiency.
If your website is limiting how you rank, how you expand into new markets, or how your team operates day to day, the issue may not be traffic. It may be structure.
That’s where the real work begins.