Sunbelt Rentals – Building America

Digital Strategy & eCommerce Website

Sunbelt Rentals collaborated with Cuker to develop digital strategy and an eCommerce platform to help elevate the brand and grow sales.

Sunbelt is one of the top construction equipment rental companies in North America with over 600 locations, serving customers in the commercial, residential, industrial, municipal, and specialized service industries. Offering a highly diversified product mix along with trained experts, Sunbelt provides valuable services across distinct customer segments.

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Inside Look

The Goal

Sunbelt is one of the largest equipment rental companies in North America with over 600 locations and more than $4 Billion in annual revenue. The goal was to establish Sunbelt Rentals as the market leader in the digital era and elevate their digital customer experience across multiple channels. In achieving success, we felt it was vital to deliver a self-service digital tool for customers to easily utilize. We also wanted to create an optimized responsive eCommerce experience to provide customers a seamless way to order equipment.


Increase in Online Leads


The Approach

We began by conducting an in-depth digital analysis of Sunbelt’s digital customer experience across channels. As part of the strategy, we led a series of workshops for the Sunbelt team and key executives. We created a strategy and a roadmap for the transition into the digital era. Our approach provided a cleaner, mobile optimized digital experience for online visitors - making it easier to navigate Sunbelt’s extensive catalog of products and services, and help drive online transactions.


Increase in Online Rentals


Website Success

Since the new responsive website launched, Sunbelt has seen tremendous results! In one year, their online leads increased by 350%, online equipment rentals increased by 200%, and overall user experience online improved dramatically. Through our partnership, this industry powerhouse continues to grow and successfully scale its business across the US and Canada.

User Experience

We created a user experience that was clean, mobile-first and easy to use. We simplified navigation for a complex product and service offering, making it easier to find information and transact.



We simplified Sunbelt’s complex catalog of products and services and streamlined it for mobile, making it easier for online visitors to find the tools and equipment they needed with just a few taps of a finger.


We streamlined the checkout process for ordering rental equipment on desktop and mobile, making for a quick, easy and reliable online experience.


Content Strategy

We set content strategy for photos, video and copy strategy for Sunbelt - elevating the digital brand communication.


Over 600 Retail Locations

With over 600 retail locations, Sunbelt needed to make that clear to online visitors looking to rent equipment. Our team improved Sunbelt’s retail locator, driving more customers to its locations for rentals and pickups.



Through SEO, we helped Sunbelt gain more exposure through search and reach a wider audience looking for the types of rental equipment and services that Sunbelt provides.


Marketing Landing Pages

Due to an extensive list of services and specialty divisions, Sunbelt needed a way of showcasing each one in a seamless way. We created special landing pages for each service so online visitors could quickly find what they needed.


Responsive Front-End Engineering

We completed responsive website development for cross-device compatibility and seamless integration into Oracle CMS software.


Digital Style Guide

Through a digital style guide and UI elements, we helped Sunbelt create a clean, fast-loading, easy to use and mobile-first digital experience.


Product & Solutions Architecture

We took Sunbelt’s large, complex offering of products, services and solutions and organized it into a succinct architecture that worked.

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