Sterling Crane USA

Overview

Sterling Crane USA is a nationally recognized leader in crane rental and lifting services. Despite their industry reputation, their previous website felt outdated and underpowered—lacking both the functionality and visual presence needed to support core business goals like recruitment and lead generation. Homade was brought in to deliver a complete website overhaul, aligning Sterling Crane’s digital presence with the strength of their brand.

Objectives

• Modernize the website to reflect Sterling Crane’s leadership and scale
• Improve user experience and site navigation across devices
• Streamline the hiring journey to attract qualified candidates
• Clearly present services and geographic reach
• Apply foundational SEO to improve visibility and discoverability

Our Role

• Website Strategy & Stakeholder Discovery
• Brand Moodboard & Visual Refresh
• UX/UI Design & Mobile Optimization
• Webflow Development
• SEO Copywriting
• Interactive Map Development
• CMS Implementation

Our Approach

We began with a comprehensive audit of the existing site, gathering input from internal stakeholders to identify pain points and content gaps. With these insights, we created a refreshed visual language through moodboards and modern UI design, aligning with the industrial strength and reliability of the Sterling Crane brand.

We restructured the sitemap to simplify user flows for both job seekers and potential clients. The site’s copy was rewritten to improve clarity and keyword relevance, while a custom-built service location map provided an intuitive way to explore the company’s national reach.

The entire experience was developed in Webflow, enabling fast performance, mobile responsiveness, and easy updates for internal teams.

Outcome

The redesigned Sterling Crane USA website delivers a bold, professional, and easy-to-navigate experience that reflects the company’s capabilities and values. Whether recruiting new talent or attracting new business, the site now functions as a true growth tool.

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