All work

Northland Equipment

A heavy-equipment storefront that looks as tough as the iron it rents.

A Next.js rebuild for an authorised SDLG dealer: inventory storefront, request-to-book flow, SDLG brand hub, a side-by-side compare with cost of ownership, and online onboarding — fed by a headless WordPress back office.

Visit northland.equipment(opens in a new tab)
Northland home page
Northland on mobile
brand hub & model pages
SDLG
brand hub & model pages
machines side by side
Compare
machines side by side
cost-of-ownership model
TCO
cost-of-ownership model

The brief

Northland rents and sells excavators, loaders, forklifts and compaction gear, and is an authorised SDLG dealer. Their previous site ran on a no-code builder that staff couldn’t keep current and that didn’t explain why SDLG machines are worth a look next to the big names.

What we built

We built a fast, cinematic storefront on Next.js (static export, so it’s cheap to host and hard to break) with inventory managed in a headless WordPress back office — every change triggers a rebuild. The SDLG hub and compare tool make the value case on the page, and every request routes into Northland’s own FleetForge deployment.

Inventory storefront

Filterable inventory with unit pages that show day, week and month rates up front.

Request-to-book

Pick dates and request a unit — no payment friction, a coordinator confirms.

SDLG brand hub

Loader and excavator ranges with model pages and spec sheets.

Compare the iron

Machines side by side, including a cost-of-ownership model.

Financing

Payment estimator and a hand-off to Blue Capital Equipment Finance.

Online onboarding

Apply, sign the rental agreement and upload documents, privacy-first.

Information architecture

Mapped before a pixel was drawn.

Every section, page type and flow — planned around how customers actually shop, compare and apply.

northland.equipment

  • Inventory

    • Unit pages
    • Filters
    • Data plates

  • Equipment

    • Earth moving
    • Forklifts
    • Class pages

  • SDLG

    • Brand hub
    • Loaders
    • Machines
    • Model pages

  • Compare

    • Side-by-side machines
    • Cost of ownership

  • Rent & buy

    • Rentals
    • Sales
    • Financing
    • Parts & service

  • Request

    • Request-to-book
    • Confirmation

  • Onboarding

    • How it works
    • Apply
    • Agreement
    • Contract
    • Sign
    • Upload

  • Company

    • About
    • Events
    • Blog
    • FAQ
    • Contact

Design system

A brand system, not a template.

Every colour and typeface is a token in the codebase, so the whole site stays consistent as it grows. These are the real values.

Ink

#0A0A0A

Ink 3

#1C1C1C

Ink 4

#252525

Yellow

#F8AD18

Yellow light

#FFC542

Yellow dim

#946200

Aa

Archivo

Display

Aa

Space Grotesk

Body

Aa

Space Mono

Data plates & specs

Gallery

Every screen, up close.

Click any screenshot to open it full size — arrow keys step through.

Home — “Move more. Own less.”
Home — “Move more. Own less.”
Unit page with day, week and month rates
Unit page with day, week and month rates
Equipment classes explorer
Equipment classes explorer
Compare machines side by side
Compare machines side by side
Financing with Blue Capital
Financing with Blue Capital
The full home page
The full home page

Next project

Blue Capital Equipment Finance

Lead-generation site + calculators

Have something your business needs built?

Tell us about the process, the spreadsheet or the website that’s holding you back. We’ll come back with a plan, a timeline and a price.

Start a project See our work