Sunbelt Rentals: rebranding from A-Plant without losing search visibility

Sunbelt Rentals, one of the UK's largest equipment hire companies, came to us at a pivotal moment in their journey. Formerly known as A-Plant, they were embarking on a major rebrand. Not only were they changing their name, but they also wanted to bring together a number of subsidiary brands that had each been operating under different identities.

The vision was to create one central home for the business under the new Sunbelt Rentals brand. This required more than just a fresh coat of paint: they needed a digital platform that could reflect their scale, showcase their extensive hire catalogue, and bring consistency across the business. Just as importantly, the website had to integrate smoothly with the existing internal systems and processes that their teams relied on every day.

At the same time, Sunbelt wanted to ensure that their digital presence drove tangible business results. They needed a strategy to increase visibility in search engines and attract qualified leads through paid advertising campaigns.

From the outset, collaboration was key. We worked closely with Sunbelt's senior stakeholders to fully understand the scope of the rebrand and what the new website needed to achieve. Together, we mapped out detailed wireframes for an Umbraco build, ensuring the structure and layout would work not only for customers but also for internal teams managing the site.

A standout requirement was the rental catalogue, a core piece of functionality that had to be easy for customers to navigate and simple for the Sunbelt team to update. Alongside this, we explored how the website could connect with the company's existing back-end systems. Some of these integrations were straightforward, while others needed our team to roll up their sleeves and develop new solutions to bridge the gap.

To complement the new website, we implemented a comprehensive digital marketing strategy:

• SEO: we optimised the site architecture, content and metadata to improve organic visibility, targeting key hire categories and local service areas. The result was first-page rankings for competitive keywords and a measurable increase in organic traffic.
• PPC: we launched Google Ads campaigns targeting high-intent keywords across equipment hire categories. Using structured ad groups, ad extensions and ongoing bid optimisation, we drove qualified traffic that converted into rental enquiries and bookings.
• Content strategy: we developed targeted landing pages and resources to support both SEO and PPC, so users landed on pages aligned with their intent, boosting engagement and conversions.

Sunbelt Sales, the group's online store, needed more of the right buyers finding its products in search, and paid ads that brought in sales rather than just clicks.

Building on the main site, we took on Sunbelt Sales and now run its SEO and PPC. We fix technical issues, improve product and category pages, and build content around what buyers search for. On Google Ads, we focus spend on the products that sell and cut wasted clicks. Every month we report on sales and revenue in plain English.