Dealer Web Services
Heavy Equipment Dealer Websites
Custom websites for equipment dealers, built by Verlua, the studio that built and runs HeavyDutyYard. Model pages with specs, price ranges and a lead form on every one, so search traffic turns into calls and form fills.
Get Your Free Site AuditMost Dealer Websites Don't Work
Walk into any heavy equipment dealership and you'll find sharp operations — organized lots, knowledgeable sales teams, solid reputations built over decades.
Then look at their websites. Slow-loading templates from 2014. No individual equipment pages. No schema markup. No mobile optimization. No way for a buyer to request a quote at 10pm when they're comparing excavators or bulldozers.
Meanwhile, the online marketplace platforms are vacuuming up the search traffic and charging you listing fees to access buyers who should be finding your site directly. We wrote about this in our guide to selling heavy equipment.
Your website should be your best salesperson — working 24/7, ranking on Google, and capturing leads while your team is on the lot or out making deliveries.
- Operating weight
- 49,600 lb
- Engine
- 172 hp
- Max dig depth
- 22.3 ft
- HeavyDutyYard estimate
- Under 2,000 hrs$150K–$185K
- 2,000–5,000 hrs$120K–$155K
- 5,000–8,000 hrs$95K–$125K
Equipment Dealer Website Design That Converts
Every feature is designed to do one thing: get qualified buyers to contact your dealership.
Equipment Inventory Pages
Individual pages for every machine in your lot — make, model, year, hours, specs, and photos. The same structure as the model pages on HeavyDutyYard. Each one indexed by Google so buyers find you when they search for exactly what you sell.
Local & National SEO
Schema markup, optimized metadata, location pages, and content strategy so you rank for '[brand] [equipment type] for sale near me' — the searches that actually convert.
Lead Capture Forms
Quote request forms, financing inquiry forms, and trade-in submission forms — all sending instant email notifications so you can respond while the buyer is still warm.
Mobile-First Design
Your buyers are on their phones at jobsites, auctions, and in the cab. Every page loads fast and works perfectly on any screen size.
Fast Load Times
Optimized images, modern frameworks, and CDN delivery. We build to Google's Core Web Vitals targets, including a Largest Contentful Paint under 2.5 seconds on mobile.
Structured Data & Rich Results
Product schema, FAQ schema, local business markup — the technical SEO that makes your listings eligible for richer results with prices and details in Google search.
See the Work Before You Hire Us
We run HeavyDutyYard.com , a used heavy equipment site with model pages, price guides and a moderated seller marketplace. It was designed, built and is maintained by Verlua, the Sacramento web and SEO studio that builds dealer sites.
The site is the example. Open the CAT 320 page and you'll see the template we'd build for your inventory: a sourced spec table, a price range by hours and condition, comparable models and a lead form, with schema markup behind it.
A dealer build starts from those same parts, rebuilt around your brand, your lot and the machines you actually sell.
A Live Example, Not a Mockup
Every model, brand, type and location page on HeavyDutyYard is the kind of page we'd build for your inventory.
Built to Be Measured
Analytics and Search Console are set up at launch, so you can see which pages and forms bring in leads.
We Speak Your Language
No translating between 'business requirements' and technical jargon. We know the difference between a skid steer and a track loader — and what each buyer searches for.
We Ship Fast
4–6 weeks from kickoff to launch. No 6-month timelines or endless revision cycles.
How We Build Your Dealer Website
From first conversation to live site in 4–6 weeks.
Discovery & Audit
We review your current site (if you have one), your inventory, your market, and your competitors. We identify what's working, what's broken, and where the biggest opportunities are.
Design & Architecture
Custom design mockups based on your brand. We map out the site structure, inventory page templates, and SEO strategy before writing a single line of code.
Build & Optimize
We build the site with clean code, fast load times, and SEO baked in from the start. Inventory pages, lead forms, schema markup, and analytics — all wired up and tested.
Launch & Grow
Go live with redirects, Google Search Console setup, and a 30-day post-launch checkup. Optional ongoing SEO and content support, like the guides on the HeavyDutyYard blog.
What's Included
Every equipment dealer website design project includes these deliverables as standard. No add-on fees for essentials. See our blog for examples of the SEO content we produce.
Frequently Asked Questions
Common questions from equipment dealers evaluating a new website.
How much does a heavy equipment dealer website cost?
Each build is quoted after a free discovery call. As a guide, expect $3,000 to $15,000 depending on the number of inventory pages, custom features and ongoing SEO needs. The quote is fixed in writing before work starts.
How long does it take to build a dealer website?
Most dealer websites launch within 4–6 weeks from kickoff. Larger sites with big inventory databases or custom integrations can take 6–8 weeks. The timeline is set in writing during discovery.
Can you add my existing equipment inventory to the site?
Yes. We can import inventory from spreadsheets, existing websites, or dealer management systems. Each machine gets its own SEO-optimized page with specs, photos, and pricing.
Do you build sites for dealers outside California?
Yes. Everything is done remotely: design reviews, content collaboration and launch coordination happen over video calls and shared documents, so location doesn't matter.
Will my site rank on Google?
We build every site with SEO fundamentals: clean URL structure, schema markup, optimized metadata, fast load times, and mobile-first design. Rankings depend on your market competition and content effort, but the technical foundation will be there from day one. We also offer ongoing SEO services if you want us to manage the content strategy.
What makes you different from a regular web design agency?
The same team runs HeavyDutyYard, a used equipment site with model pages, price guides and a seller marketplace. You can look at the live site before you hire us, and judge the work on what's there rather than a portfolio of mockups.
Do you offer ongoing maintenance and SEO?
Yes. We offer monthly maintenance packages that include content updates, inventory page management, SEO monitoring, performance optimization, and technical support. Maintenance is optional and can be added after launch.
Can I update my inventory myself?
Yes. We build sites with a simple content management workflow so you or your team can add, edit, and remove listings without needing to call us. We'll train you on it during the launch process.
What platform do you build on?
We use modern frameworks like Next.js for performance-critical sites, and WordPress for dealers who want maximum self-service capability. We'll recommend the right platform based on your needs, inventory size, and team capabilities.
Get Your Free Site Audit
Tell us about your dealership and we'll send you a concrete plan for what a new site could do for your business.