Dale Kane Trailers
Building a digital platform for one of Northern Ireland’s leading trailer manufacturers
Website Design · Bespoke Development · Dealer Systems · SEO · Photography & Content
Dale Kane Trailers needed more than a new website. NI Designer was commissioned to create a modern digital platform capable of showcasing its complete trailer range, supporting its authorised dealer network and bringing a previously manual dealer ordering process online.
NEW WEBSITE GOING LIVE VERY SOON
The challenge
More than a website redesign
Dale Kane Trailers manufactures an extensive range of commercial trailers supplied through a network of authorised dealers.
The existing website no longer reflected the scale of the business, the quality of its products or the way its dealer network operates.
The project began as a complete website redesign, but quickly developed into something much larger: a platform that could present a complex product range clearly to customers while providing dealers with the tools they needed behind the scenes.
The brief included:
- Redesign and restructure the public website
- Present ten trailer ranges and their individual models clearly
- Make finding an authorised dealer simple
- Build a private dealer login area
- Digitise the dealer ordering process
- Give Dale Kane staff control over incoming orders
- Build SEO into the new site from the outset
- Produce high-quality photography and visual content
The solution
One platform for customers, dealers and the Dale Kane team
Rather than treating the project as a collection of individual web pages, NI Designer designed the site around the way Dale Kane actually operates.
Customers can explore the trailer range, understand individual products and specifications and locate their nearest authorised dealer.
Behind the public website sits a bespoke dealer platform developed specifically around Dale Kane's existing ordering workflow.
Authorised dealers can log in, create and manage their own orders and submit the information required by the Dale Kane office. Staff retain central oversight of the system and can manage orders through a dedicated administrative interface.
No generic off-the-shelf dealer portal. No forcing the business to change its processes to suit a plugin. The system was designed around the business.
Image: Mobile view of the dealer portal. The dealers can fill out a simple logical form and custom build each trailer with optional extras and submit the order to Dale Kane Trailers in a just few clicks.
Bespoke dealer finder
Connecting customers with their nearest authorised dealer
The dealer finder uses location-based searching to connect visitors with the Dale Kane dealer network.
Visitors can search by location or use their current location to find nearby authorised dealers. Results are presented alongside an interactive map, with numbered markers corresponding to individual dealer information.
This makes the dealer network a central part of the customer journey rather than simply providing a static list of addresses.
Dealer ordering platform
Taking a manual business process online
One of the most significant parts of the project sits behind the public website.
NI Designer developed a private ordering platform for Dale Kane's authorised dealer network, allowing each dealer to securely log in, create orders and manage their own submissions.
Orders are passed into a central office dashboard where the Dale Kane team retains control of purchase order numbers and administration.
The result is a system designed specifically around the company's existing workflow rather than requiring the company to adapt its processes around generic software.
SEO from the ground up
Protecting existing visibility while creating room for growth
Search visibility was considered throughout the redevelopment rather than being added after the website was built.
Existing URLs and search visibility were reviewed while the new information architecture was developed around Dale Kane's trailer ranges, individual models and dealer network.
Page structure, metadata, internal linking and crawlable product content were incorporated into the platform from the outset, creating a stronger foundation for future organic growth while protecting the visibility already established by the business.
Photography & content
Creating the content as well as the platform
A new website is only as strong as the material used to present the business.
NI Designer also worked on location with Dale Kane Trailers to produce a new library of product photography and visual content for the website and social media.
Combining website design, development and content production meant the visual direction of the finished site could be considered from the beginning rather than relying on whatever imagery happened to be available.
Need more than an off-the-shelf website?
If your business has processes, products or systems that don't fit neatly into a template, let's talk about what we can build around the way you actually work.
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NI Designer provides professional web design services in Northern Ireland, including Belfast, County Down, and surrounding areas. Specialising in small business websites, SEO-friendly design, and custom website development.
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