Visitors Give Thumbs-up to Redesign by Staying On Site 121% Longer

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A fully revamped launched last month using responsive design to improve everything from navigation to searchability and mobile use for heavy construction contractors, manufacturers and dealers. The results: dramatically increased visitor engagement.

The new, responsive design on ramped up engagement by 121% in just a month's time.

By combining responsive design with streamlined navigation and dynamic page loads, achieved a major technology leap for its audience of heavy construction contractors, manufacturers and dealers. The relaunched site now delivers easier navigation on all devices, faster searches, additional relevant content, and thousands of new and used products on its extensive Buyers Guide. The site has long led the industry with its mix of construction news, video, products and equipment.

The response from visitors was positive and immediate, evidenced by a 121% percent increase in average visit duration based on a Google Analytics comparison immediately before and after the site’s relaunch. Product inquiries from the Buyers Guide increased 39%.

“The biggest change is visual,” explained Larry Stewart, editor of “With responsive design, the site automatically adjusts content to fit each visitor’s device, whether it’s a desktop, laptop, tablet or phone. The streamlined navigation is easy to use, and each page scrolls directly into more related content so you don’t miss key industry coverage.”

Executive Vice President, Kris Flitcroft, summed it up. “Instead of creating separate mobile apps that visitors have to download and update for tablets and phones, works everywhere,” she said. “A mobile-friendly site is especially important for the growing number of our visitors using those devices.” organizes content into seven navigation channels: Equipment, Rental, Concrete, Asphalt, Pavement Maintenance, Sustainability and Buyers Guide.

Equipment search
Equipment is king on Nearly 50% of visits begin on the Equipment or Buyers Guide landing pages. The site’s Buyers Guide is an easy-to-search directory of 12,000 new and 10,000 used construction products from 4,700 companies serving construction professionals. Visitors to the Buyers Guide can research new and used equipment, view product photos and videos, and request additional information from the manufacturer or dealer.

Advertisers are pleased with the site’s dynamic page loads, which assure that advertisements load only when they can be seen by site visitors.

About is the B2B portal site for Equipment Today, Rental, Pavement Maintenance & Reconstruction, Concrete Contractor, Asphalt Contractor, and Sustainable Construction magazines. The site delivers industry news, trend and product information for construction professionals. The website and publications are produced by Cygnus Business Media, one of America’s top business-to-business media companies. Cygnus leads the way in providing targeted content to top decision-makers and organizations.

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Sue Fritz
Cygnus Business Media
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