A machinery dealer whose stock changes every week.

Selling used machinery is not selling a service. Every digger, dumper, telehandler and roller is a separate item with its own hours, condition, photographs and price, and the whole list turns over constantly. A machine sells, three more arrive, and none of it waits for a web designer.

Buyers do not browse. Somebody looking for a six-tonne excavator wants to see the six-tonne excavators, with a price, today. If they have to scroll a single long page hunting for a category, they go back to the marketplace listings they came from.

There was also a question about what to do with sold machines. The obvious answer is delete them. The better answer is that forty-odd sold machines are the most persuasive thing on the site: evidence that this is a working dealer with real turnover, not a yard with eight things in it.

We built the machinery as its own structured content type rather than as pages. Each machine has its own record, its own photographs, its own price and its own address on the site, and it can be added, edited, marked sold or removed by the business in a couple of minutes with no help from us.

The stock list is filterable by machine type, so a buyer after telehandlers sees telehandlers. Categories are in the main navigation because that is how buyers think: by what they need, not by where it sits in a menu.

Sold machines move to an archive instead of being deleted. It keeps the evidence, it keeps the pages that people have already linked to or bookmarked from going dead, and it quietly answers the question every buyer has about whether this dealer actually shifts anything.

Delivery and finance got their own pages, because in this trade they are the two objections that stop a sale: how does it get to me, and can I spread the cost. WhatsApp sits alongside the phone number. Plant buyers use it constantly, and it works as well from Ireland as from Yorkshire.