How We Rebuilt the BJB Lift Trucks Website Around Stock, Hire and Training Bookings

BJB Lift Trucks has been supplying forklifts from Grimsby since 1982. It sells new and used equipment, hires it, services it and trains the people who drive it. That is a lot of different customers arriving with different questions, and the old website treated them all the same way.

We rebuilt it from the ground up as a piece of forklift website design: a modern brand site with the practical machinery behind it. It went live on 30 September 2026. Here is what we built and why.

Forklift website design for four businesses in one

Someone looking for a used reach truck, someone who needs a forklift on hire next week and an operator who needs an RTITB-accredited course are all valid customers, and they want very different things from a website. The rebuild organises the whole site around those journeys: equipment, training, services and about us, with a clear route to contact from every page.

A forklift website with some weight to it

The brand concept is industrial and confident: strong condensed type, a restrained palette and one loud accent colour, in the spirit of plant signage. The homepage is a scroll-led experience with motion built on GSAP, and it is built to stay quick, with the heavy visuals loaded so they never delay the first paint. For visitors who prefer reduced motion, the animation steps aside and every section resolves straight to its final state, so the site is never less usable for it.

Used and new stock that stays current

Every used machine has its own listing with specification and hours, and new equipment is organised by manufacturer. Rather than editing code every time a truck sells, BJB's team manages listings, photographs and pricing in an admin area we built for them.

Where BJB offers a machine for hire, a "hire from" price shows on the photo and under the sale price. Every machine page ends in an enquiry form that already knows which machine it is about, and sends it straight to the sales desk.

Forklift training courses you can book and pay for online

BJB's Grimsby training centre runs accredited courses through RTITB, IPAF and PASMA. Previously, booking meant a phone call. Now every scheduled date is listed soonest first: pick the date, tell BJB who is coming, pay by card and the places are yours. Bookings, attendee details and payments flow into the admin, with a clear cancellation policy and branded confirmation emails going out automatically. We tested the whole flow end to end, including a live payment, before calling it done.

Services, hire and guides

Dedicated pages cover forklift hire, servicing, repair, parts, LOLER inspections and fleet management, and a set of practical guides answers the questions customers ask most. Each page targets one clear search term, and the structured data underneath helps Google understand what BJB does and where.

Protecting the rankings BJB already had

A rebuild can wreck years of search visibility if old URLs simply disappear. We checked the old site's full page list against the new one and found forty pages that were still indexed, fourteen of them still ranking. Each one now points to the closest page on the new site, and every one of the old site's 31 blog posts came across. Analytics and cookie consent were set up alongside, so BJB can see what is working from day one.

At launch the site scored 98 out of 100 in our technical audit with no errors, and we are tracking 106 keywords so the results can be measured properly. The site is days old, so we are not quoting rankings yet. We will share the numbers once there are enough weeks of data to mean something.

What sits underneath

For the technically curious: the site is built with Next.js and React in TypeScript, with a Postgres database behind the stock, courses, bookings and enquiries, card payments handled through Stripe, and hosting on Vercel. None of that matters to a customer, which is rather the point. It just means the site loads quickly and the booking works.

Explore the finished site at bjblifttrucks.co.uk, or read the BJB Lift Trucks case study.

Frequently asked questions about forklift website design

What does a forklift dealer's website need?

Separate, clear routes for each type of customer: buying new or used equipment, hiring, servicing and training. Each machine or service needs its own page with the detail a buyer expects, and an easy way to enquire.

Can a forklift website take training bookings online?

Yes. On the BJB site every scheduled course date is listed, and customers can pick a date, add attendee details and pay by card, with confirmation emails sent automatically.

Will a rebuild affect our Google rankings?

It can if old pages simply disappear. The safe approach is to compare the old site's indexed pages with the new one, redirect each old URL to the closest new page and keep content that already ranks. Our web design and development process includes that check.