Whitelam.Media
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For crane operators, heavy-lift specialists, riggers & specialised service firms

Crane and heavy-lift websites built for procurement and safety scrutiny.

Your buyer is a construction manager, EPC contractor or wind-farm operator with a lift to plan. They need to know your fleet, your reach, your safety record and your engineering depth before they pick up the phone.

Brief us on your projectSee the crane and heavy-lift sites we benchmark against
The problem

Why most crane and heavy-lift sites lose the buyer.

Crane and rigging is a high-stakes, specialised industry. The buyer is technical, safety-conscious and timeline-pressed. The websites in this space are still mostly thin brochure sites with a fleet list and a phone number. Five patterns we see almost every time.

  • 01

    Fleet listed without specs

    "500-ton crawler crane." Buyers need boom length, jib config, lift capacity at radius, maximum reach. None of it on the site.

  • 02

    Safety record invisible

    TRIR, EMR, OSHA citations, safety certifications. The buyer's risk team needs this before they consider you. The site doesn't surface it.

  • 03

    No engineering depth on display

    Heavy-lift planning involves engineering. Lift plans, FEA, ground-bearing studies. The site rarely shows the firm has this capability.

  • 04

    Geographic reach unclear

    Where do you operate? Where can you self-mobilise? Where do you sub-contract? Procurement teams need to know in the first 30 seconds.

  • 05

    Operator and crew quality nowhere

    NCCCO certifications, hours of experience, retention rate. The people doing the work are the differentiator. The site doesn't say who they are.

What we build instead

A site engineered for procurement and safety scrutiny.

Fleet with full specs. Safety performance surfaced. Engineering depth proven. Geographic reach clear. Operator credentials visible.

  • Fleet page with full specs, lift charts, configurations per asset
  • Project case study template with lift weight, height, complexity, outcome
  • Safety performance surface (TRIR, EMR, certifications, programmes)
  • Engineering services page covering lift planning, FEA, ground-bearing analysis
  • Geographic reach map with self-mobilisation vs partnered regions
  • Operator credentials and crew certifications page
  • Industry vertical landing pages (wind, oil & gas, marine, construction)
  • Inquiry routing by project scale and region
  • Schema markup, sitemap, Search Console wiring
  • 30 days of post-launch optimisation against real traffic

Three sample budgets

What a $15k, $30k and $60k crane site actually buys.

  1. Operator build6 weeks

    $15k to $25k

    10 to 14 pages. Fleet with specs, project case studies, safety, reach map, careers, inquiry routing. CMS your team can run.

    Best for: Regional crane and rigging operators. 10 to 100 employees. Local or regional reach. One or two crane types.

  2. Specialised services platform8 to 10 weeks

    $28k to $45k

    Everything above, plus discovery sprint, sector landing pages (wind, oil & gas, marine), engineering services depth, full safety performance dashboard.

    Best for: Specialised heavy-lift and rigging firms. National or multi-state operations. Active in regulated sectors (wind, oil and gas, marine).

  3. National platform10 to 12 weeks

    $50k to $80k

    Parent firm site plus dedicated surfaces for business units. Regional and depot directory. Customer portal. Project case study database at scale.

    Best for: Large national crane and rigging firms. $100M+ revenue. Multi-state. Multiple specialised service lines.

These are real ranges from real projects. We don't do hourly billing. We don't hide costs in change orders. The number we quote is the number on the invoice.

Adjacent work

Work in adjacent operational verticals.

Operational, safety-critical industries where procurement scrutiny is high. The instincts that ship those builds carry across to crane and heavy-lift.

The process

Six weeks from kick-off to launch.

Most projects in this space take three to six months because most agencies are still scoping discovery as a Phase 0 paragraph and treating production as the work. We invert that. Discovery is two weeks of real work. Production is four. Launch isn't the end of the engagement.

  1. 01 · StepWeek 1

    Discovery

    Working session with the operator (not just marketing). Audit of the existing site, competitors and search behaviour. The brief comes out of this week, not into it.

  2. 02 · StepWeek 2

    Strategy & content

    Positioning. Architecture. Copy for the homepage and the project case study template. Photography brief. Sector pages mapped to buyer search intent.

  3. 03 · StepWeeks 3 & 4

    Design

    Visual system, page designs, brand application. Designed in code rather than Figma so the team sees the real artefact, not a flat mockup.

  4. 04 · StepWeeks 4 & 5

    Build

    Next.js production build. CMS configured. Project case studies migrated and rewritten where needed. Analytics, schema, Search Console wired.

  5. 05 · StepWeek 6 plus 30 days

    Launch & optimise

    Go live. Daily review of real user behaviour for the first 30 days. Two or three rounds of changes against what the data shows. Most agencies stop at launch. We don't.

Frequently asked

Questions crane and heavy-lift firms ask.

Can the site host detailed lift charts and crane specs?
Yes. Each crane gets a dedicated page with downloadable lift charts (PDF or interactive), full spec sheets, configuration options. Procurement teams and lift planners can self-serve.
How do you handle safety performance disclosure?
Dedicated safety performance page with TRIR, EMR, OSHA citation history, certifications and safety programmes. Some firms publish; some keep it gated behind an inquiry. We support both patterns.
Can we surface engineering services depth?
Yes. Engineering services page with lift planning, FEA, ground-bearing analysis, rigging design. Each capability tied to relevant project work. This is one of the most under-surfaced credentials in the industry and one of the easiest wins.
How do we communicate geographic reach honestly?
We design a reach map that distinguishes self-mobilisation regions, partnered regions and on-request regions. Procurement teams need to know what they're really getting. Vague "national coverage" claims hurt more than they help.
Will the site help with operator recruitment?
Yes. NCCCO-certified operators are in critical shortage. Careers as a first-class section. Pay transparency, equipment, time-off, training programme. Surface depth of certified crew.
Are you used to working in heavily regulated sectors?
Yes. Our client base includes environmental tech, energy and consulting firms where regulatory and safety credibility is everything. The instincts transfer.
Let's talk

What are you trying to make happen?

Most projects start with a 15-minute conversation. We listen to the brief, ask the right questions and tell you straight what we can handle and how. No retainer required to start.

Or email us directly at info@whitelam.media.