Case study · Industrial equipment · Website + custom backend
A forklift dealer that sold through Facebook Marketplace now has a site built around its inventory.
Roadrunner Equipment sells refurbished forklifts and material-handling equipment. It had no real website, only Marketplace listings. We built a custom site around its inventory, plus a Directus back office where the team manages its units and every form on the site lands in one place.
A Marketplace listing can sell a forklift, but it doesn’t sell the company.
Roadrunner buys used forklifts, refurbishes them to factory specifications, and sells them to businesses. It also rents equipment and buys units from owners who want to sell.
Before this project it had no real website. Its forklifts were listed on Facebook Marketplace, which brings in plenty of eyes but doesn’t look like an established dealer to a warehouse manager or a fleet buyer spending five figures.
Business buyers check out the seller before they call. Roadrunner needed a place that shows the whole inventory with specs and prices, looks like the company it is, and turns interest into an inquiry the team can act on.
A site built around the inventory, with one back office for units and inquiries.
Four parts, built and launched together.
A custom site where buyers can find the right forklift on their own.
The inventory page lets a buyer narrow the list the way they actually shop: by condition (fully refurbished or paint optional), category, year, price, load capacity, lift height, power type and make.
Every unit has a photo gallery, its key specs and its price, with a Request a Quote button and a phone number right on the listing. The site runs in English and Spanish.
The team adds, edits and sells units from one dashboard.
Directus is the back office behind the website: a simple admin dashboard on top of the database. Roadrunner’s staff add a forklift, upload its photos, enter the specs and price, and mark it sold when it goes. The website updates from there.
Illustrative example; fields simplified.
Every form on the site lands in the same place.
Quote requests on a unit, “sell to us” offers from equipment owners, and financing and contact requests are all saved in Directus, next to the inventory they relate to.
Nothing depends on someone remembering a message or a voicemail, and the team can see which forklift a buyer is asking about before calling back.
- Request a Quote, from a specific unit
- Sell to us, from owners with equipment
- Financing and contact requests
- All saved in one Directus dashboard
Measured from launch day, and looked after since.
Analytics and conversion tracking were set up before launch, so quote requests and form submissions are counted from day one.
We also host and maintain the site and the Directus backend, so Roadrunner doesn’t have to manage servers or software updates.
Every inquiry can land in one place, after the buyer has seen the specs and price.
The site launched in 2026. This is what the build makes possible; it isn’t a measured result.
One site to send buyers to
Roadrunner has a site that shows its full inventory under its own name, instead of a profile on a marketplace.
Inquiries in one list
Quote requests, sell-to-us offers and financing requests are saved in the same dashboard, so the team can work from one list.
Specs and prices up front
Every listing shows its specs and price, so a buyer can answer the basic questions before asking for a quote.
If your products only live on marketplaces, the marketplace owns your first impression. A site with your full inventory, specs and prices does the first round of selling for you, and a back office that collects every inquiry means none of them depend on someone checking their phone.
Before you send traffic to a new site, see which channels bring in buyers.
Most work starts with the 30-Day Measurement Sprint: tracking that works and a baseline of cost per lead and per sale by channel. Website builds like this one are available to clients as an add-on.