CJD Equipment

Background

CJD Equipment is one of Australia's largest independent distributors of construction equipment and trucks, representing Volvo Construction Equipment, Kenworth, DAF and Isuzu from branches in every state and territory.

That breadth is the challenge. CJD is effectively two businesses under one brand: a construction and mining equipment dealer, and a truck dealer. A contractor comparing excavators and a fleet manager specifying a prime mover need different journeys, different content and different people to talk to. Every enquiry then has to reach the right branch, for the right brand, in the right discipline, whether that is sales, parts or service.

Webcoda started with research rather than design: competitor analysis, personas, customer journey mapping and a new information architecture, all agreed before the first page was drawn.

Solution

The site was rebuilt on Umbraco CMS with a widget based page model, so CJD's marketing team assembles pages from shared, tested components instead of commissioning new templates.

The product catalogue carries most of the load. 167 product pages are structured by brand and machine family, covering Volvo excavators, wheel loaders and articulated haulers alongside the Kenworth and DAF model ranges. Each carries specifications, downloadable brochures, a compare models tool and a direct enquiry path.

Locations are modelled as a state by state hierarchy of 37 pages, so opening a branch is a content record, not a code change.

Enquiries run through Umbraco Forms. One configured form handles seven enquiry types, four brands and 23 branch destinations, with each branch mapped to its Salesforce account ID so the enquiry lands with the right team in the right system, without manual triage.

Careers, news and events, parts and service, promotions and mining solutions all sit in the same install.

Impact

CJD now runs 473 pages from a single Umbraco installation, spanning products, locations, careers, news, events and campaign content.

The practical change is who does the work. Adding a machine model, opening a branch, posting a job or launching a promotion is a content task for CJD's marketing team rather than a development ticket. Enquiry routing is configuration, so a new branch or enquiry type is added in the backoffice and starts reaching Salesforce straight away.

The widget library means campaign landing pages are built from existing components in hours, and the design stays consistent across a site serving two very different buying audiences.