Sunbelt Rentals
One of the UK’s largest equipment hire companies, and a leading supplier of plant, tools, and specialist solutions to key sectors nationwide.
– Introduction
About Sunbelt Rentals
Sunbelt Rentals, one of the UK’s largest equipment hire companies, came to us at a pivotal moment in their journey. Formerly known as A-Plant, they were embarking on a major rebrand. Not only were they changing their name, but they also wanted to bring together a number of subsidiary brands that had each been operating under different identities.
The Stats
Increased clicks
+8k
Impressions
+5.43k
Increased Conversions
+5.7%
– Project objectives
The Challenge
The vision was to create one central home for the business under the new Sunbelt Rentals brand. This required more than just a fresh coat of paint – they needed a digital platform that could reflect their scale, showcase their extensive hire catalogue, and bring consistency across the business. Just as importantly, the website had to integrate smoothly with the existing internal systems and processes that their teams relied on every day.
At the same time, Sunbelt wanted to ensure that their digital presence drove tangible business results. They needed a strategy to increase visibility in search engines and attract qualified leads through paid advertising campaigns.
– Solution
Our Solution
From the outset, collaboration was key. We worked closely with Sunbelt’s senior stakeholders to fully understand the scope of the rebrand and what the new website needed to achieve. Together, we mapped out detailed wireframes for an Umbraco build, ensuring the structure and layout would work not only for customers but also for internal teams managing the site.
A standout requirement was the rental catalogue – a core piece of functionality that had to be easy for customers to navigate and simple for the Sunbelt team to update. Alongside this, we explored how the website could connect with the company’s existing back-end systems. Some of these integrations were straightforward, while others needed our team to roll up their sleeves and develop new solutions to bridge the gap.
To complement the new website, we implemented a comprehensive digital marketing strategy:
SEO: We optimised the site architecture, content, and meta-data to improve organic visibility. Targeted key hire categories and local service areas, resulting in first-page rankings for competitive keywords and a measurable increase in organic traffic.
PPC: We launched Google Ads campaigns targeting high-intent keywords across equipment hire categories. By using structured ad groups, ad extensions, and ongoing bid optimisation, we drove qualified traffic that converted into rental enquiries and bookings.
Content Strategy: We developed targeted landing pages and resources to support both SEO and PPC campaigns, ensuring users landed on pages aligned with their intent, boosting engagement and conversions.
The Results: Measurable Success
The project was a resounding success. Alongside a solid digital marketing strategy, Sunbelt Rentals now had a website that consolidated their multiple brands into a single digital platform, made their extensive hire catalogue accessible, and integrated seamlessly with back-end systems.
Since launch, ina4 has continued to work alongside Sunbelt Rentals as their digital partner, supporting them through ongoing updates, enhancements, and evolving needs. The website has become a cornerstone of their brand, demonstrating how thoughtful design and technical expertise can create a platform that grows with the business.
Happier Customers
The improved user journey makes it easier than ever for customers to find what they’re looking for and get in touch.
Improved Security
The secure e-commerce platform ensured customer trust and compliance with industry standards.
Positive Customer Feedback
Customers praised the new platform’s ease of use and professional appearance, reinforcing the clients reputation for quality.
Enhanced Brand Visibility
The combination of on-site and off-site SEO boosted the clients visibility among their target audience.
Higher Conversion Rates
The intuitive design and streamlined shopping experience led to a significant increase in customer conversions.
Increased Website Traffic
Organic traffic surged as a result of improved search engine rankings, with the client appearing on the first page for several competitive keywords.