Nelson Green
Nelson Green is a third-generation family business with over 70 years of experience in the sale and hire of construction and agricultural machinery. We replaced their outdated website with a modern, structured build featuring a CMS for managing machinery listings and clear service sections that reflect the scale and professionalism of the business.
View live website
The starting point
and the problem.
Nelson Green has been trading for more than 70 years across three generations of the same family. They deal in quality used construction and agricultural machinery, selling and hiring to clients in the UK and internationally. It is a substantial business with a strong reputation, but their website was not keeping pace with it. The existing site had a dated visual style, clunky navigation, and a layout that made it difficult for visitors to browse machinery or understand what services were available.
For a business that operates at this scale and serves international clients, first impressions matter. A potential buyer assessing several suppliers will make judgements based on how professional a company looks online. Nelson Green's existing site was actively working against them in this regard, failing to convey the depth of the business or the experience behind it.
Before moving into design, we built a detailed wireframe covering the machinery categories, featured listings, and service sections. This planning phase ensured the eventual structure was focused on product visibility and ease of navigation, two qualities that the old site lacked entirely.
How we made
it happen.
We designed a modern, well-structured site that reflects Nelson Green's legacy and professionalism without feeling overly corporate. The layout puts machinery browsing at the centre, with clear category organisation and featured listings giving immediate visibility to key stock. Service sections are presented with visual support and concise copy, making it straightforward for visitors to understand everything the business offers.
The design strikes a balance between the heritage of a family business and the confidence of a serious international trader. It is clean and purposeful, with intuitive navigation that works equally well for a first-time visitor and a returning client who knows exactly what they are looking for.
The site was built with smooth interactions and animations throughout, adding engagement and flow to the browsing experience. A CMS was built specifically for the machinery and equipment listings, giving the Nelson Green team the ability to add, update, and manage their stock independently. As inventory changes, the site can be kept current without needing developer involvement.
What we
delivered.
- 01Full redesign replacing an outdated site with a modern, structured platform
- 02Clear machinery categories and featured listings for immediate product visibility
- 03Dedicated service sections with visual support and concise descriptions
- 04CMS for managing and updating machinery and equipment listings
- 05Smooth animations and interactions throughout the browsing experience
- 06Fully responsive across all devices
- 07Google Analytics set up to track visitor activity
- 08One-on-one website training session included
The new Nelson Green website presents the business with the clarity and confidence it deserves. Visitors can now browse machinery categories, explore featured listings, and understand the full range of services through a site that feels modern and trustworthy.
The CMS gives the team genuine control over their most important content. Keeping stock listings accurate and up to date is now a straightforward task, which matters significantly for a business where the inventory changes regularly and potential buyers expect current information.
The client was happy with both the process and the result, describing the site as easy to follow and something they would return to Brilliant Digital for. Nelson Green now has a digital platform worthy of their 70-year history.
Did everything I asked for, really happy with my new site, Alex was helpful, knowledgable and made everything easy to follow. would definately use Brilliant digital again
What wasn’t working
- Outdated design with a clunky interface and dated visual style
- Poor layout with limited content hierarchy and no clear user journey
- Difficult to browse machinery or understand available services
- Did not reflect the scale or professionalism of the business
- No way to update stock listings without developer involvement
What we improved
- Clean, modern layout with strong branding and clear structure
- Machinery categories and featured listings for easy product discovery
- Dedicated service sections with visual support
- CMS for managing stock listings independently
- Smooth animations and a polished browsing experience
- A professional platform that reflects 70 years of trading history
You might also like
these projects.
Ready to start
something brilliant?
Every project in our portfolio started with a conversation. Tell us about yours and we'll show you what's possible.