Case study · Used tractor dealer
Clatters Tractors: a website that keeps up with the equipment lot
A used equipment dealer whose lot changes every week, with buyers who want the price, the hours and the condition before they drive out. We built a site around a live inventory the dealer updates himself, plus a form for farmers who want to sell.
The results for Clatters Tractors
A family equipment dealer in west central Wisconsin
Clatter's Tractors LLC buys and sells used farm equipment: tractors, compact tractors, skid steers and the implements that go with them. The business has run since 2008 from a lot on Highway 53 just south of Ettrick, Wisconsin, and is an authorized dealer for Pequea hay tools, spreaders and trailers.
The business works in both directions. Farmers and landowners come to buy a machine, and they also come to sell one. The dealer buys equipment outright and takes some pieces on consignment, so the website has to serve the person shopping for a loader and the person with a baler to move.
The challenge: a lot that changes every week
Used equipment is one of a kind. Once a tractor sells it is gone, and whatever arrives next has a different year, different hours and a different price. A website that shows last month's lot sends buyers on a long drive for a machine that left two weeks ago, and it hides the new arrivals that might have sold in a day.
Equipment buyers also do their homework from wherever they are, which is usually not a desk. They want the price, the condition and a clear photo, and then they want to call. Anything that slows that down, whether it is a slow page or a listing with no price, sends them to the next dealer or back to a classified site.
What the new site had to do:
- Let the dealer add, edit and mark listings sold without calling a web designer.
- Show the price, availability and an honest description on every listing.
- Give people with equipment to sell a simple way to offer it, with photos.
- Make the Pequea dealership and the phone number impossible to miss on a phone.
What we built
A plain, quick website with the inventory at the center: what is on the lot today, what it costs and how to reach the person selling it.
A browsable equipment inventory.
Every machine gets a listing with photos, the asking price, its availability and a description in the dealer's own words. A buyer scrolls the lot from a phone the way they would walk it in person.
Filters for type, brand and availability.
Visitors narrow the inventory to tractors, skid steers or other equipment, by brand, and by whether it is still for sale. The main menu links straight to each equipment type, so a skid steer shopper never has to scroll past hay equipment.
Listings the dealer manages himself.
New arrivals are added from the WordPress dashboard with a few fields and some photos, and a sold machine is updated in seconds. The site stays as current as the lot without anyone waiting on us.
A sell-us-your-equipment form.
Sellers describe what they have, name an asking price and upload up to three photos. The dealer sees the machine before returning the call, which makes the first conversation about a number instead of a description.
A Pequea Equipment section.
As an authorized Pequea dealer, the business has a dedicated page for tedders, rakes, spreaders and chippers, with a prompt to ask for more information on each line. It is linked from the home page and the menu.
Testimonials and contact details on every page.
Customer testimonials have their own page, and the phone number, email and lot address sit in the header and footer. On a phone, the number dials with one tap.
How the project ran
Discovery
We talked through how equipment comes onto the lot and leaves it, what buyers ask on the phone, and which details belong on every listing.
Design
We designed the home page and the inventory layout first, since those are the two pages nearly every visitor sees, and reviewed them with the client before building.
Build and inventory setup
We developed the site in WordPress, set up the listing fields and filters, and built the selling form with photo uploads.
Launch and handover
After testing on phones and desktops the site went live, and we walked the client through adding, editing and marking listings so the inventory is his to run.
The results
The site now does the job of a lot walk. A buyer can see what is for sale, read a frank description and decide whether the trip is worth making, all before picking up the phone. The calls that do come in tend to be about a specific machine.
It also works as a buying tool for the dealership. The selling form brings in equipment offers with photos and an asking price attached, at any hour, which suits a business that depends on a steady supply of good used machines.
For the owner, the main change is control. The inventory is updated in house as equipment comes and goes, so the website reflects the lot instead of trailing behind it.
Google Lighthouse scores out of 100 for the live site, measured November 12, 2026.
Services on this project
Website Design
Page layouts designed around how this client's customers decide and buy.
Website Development
The build itself: fast, responsive pages and the custom features the project needed.
In the same line of work? See how we build agriculture websites.
Frequently Asked Questions
What other equipment dealers ask us about this project.
Yes. That was the main requirement for Clatters Tractors. Each listing is a short form in WordPress: title, price, availability, type, brand, description and photos. Marking a machine sold takes a few seconds, and no code is involved.
We recommend it. Clatters Tractors shows an asking price on its listings, and buyers respond to that. A listing with a price and an honest description filters out the calls that were never going to turn into a sale and brings in the ones that will.
It can, if the listings and pages are written around what buyers search for and your Google Business Profile matches the site. An inventory site gives you a head start, because every listing is a page about a specific make and model. Our SEO page explains the rest.
Most take 4 to 8 weeks. The inventory system is the part that needs the most thought, so we settle the listing fields and filters early and give you time to load your first machines before launch.
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