Roadbuck
A heavy-equipment OEM storefront and lead engine
- Role
- Design + frontend engineering
- Timeline
- Live
WhatsApp + 'Get a quote' as the primary conversion
'Find my kit' guided picker across the catalogue
Compare specs across machines side by side
The problem
Buying garage equipment (two- and four-post lifts, 3D wheel aligners, tyre changers, balancers, compressors) is spec-heavy and trust-sensitive, and in these markets the deal usually closes over WhatsApp. Roadbuck needed a site that presents a broad, technical catalogue credibly to garage owners across East Africa and beyond, then funnels them to a quote without friction.
Constraints
- Broad catalogue with dense specs that must stay legible
- Buyers are mobile-first and WhatsApp-first
- Must signal OEM credibility (CE-certified, factory-built) without a generic template look
- Dark, heavy-equipment aesthetic that holds up across many product pages
The approach
Look like the machines it sells
A dark steel visual system with one safety-yellow accent, oversized industrial type, and real workshop imagery. The hero ('Built to take a beating') sets the tone: this is OEM kit, not a SaaS landing page.
A catalogue that helps you choose
An Equipment taxonomy, a Compare view that lines specs up side by side, and a 'Find my kit' guided picker so a garage owner lands on the right machine instead of bouncing off a spec sheet.
WhatsApp-first conversion
Every path ends in a quote request or a WhatsApp chat, matching how these deals actually close in the region. 'Get a quote' is always one tap away.
Built for trust and speed
CE certification and Guangdong factory provenance are surfaced as credibility, on a fast, accessible Next.js build with a dark/light toggle.
Results
- A credible OEM presence that turns a spec-heavy catalogue into quote conversations.
- Compare and Find-my-kit cut the back-and-forth before a quote.
- Live, with messaging built for 20+ export markets.
Tradeoffs
Scoped to lead-gen plus catalogue rather than full transactional checkout; the architecture leaves room for commerce later. I committed hard to the dark industrial look, which I'd defend again for this audience.