WebCitz started working with this client in 2015
- Client: Yale Chase (website offline)
- Platform: WordPress
- Industry: Automotive / Powersports
- Services: Digital Marketing, Maintenance / Support, Web Development, Web Hosting
The Challenge
As the parent company, yalechase.com had to do more than just sell one product; it had to organize an entire ecosystem of industrial solutions. Their challenges included:
- Divisional Complexity: They needed to unify distinct business units – Material Handling, Power Systems, Construction Equipment, and Railcar Movers – under one digital roof.
- Brand Consistency: Like the YCForklifts project, they produced their own design mockups. They required a developer who could replicate their exact branding across a massive site without compromising on load speeds.
- High-Stakes Lead Routing: With so many divisions, a contact form isn’t enough. Leads had to be routed correctly to ensure a “Power Systems” inquiry didn’t end up on a “Forklift” salesman’s desk.
The WebCitz Solution
We applied the same “hard-coded” precision to the parent site as we did for their subsidiaries, ensuring a robust and professional corporate identity:
- Bespoke Theme Engineering: We hand-coded a custom WordPress theme based on their internal mockups. This wasn’t a “drag-and-drop” build; it was a high-performance, developer-led implementation that ensured the site remained agile even with a massive amount of content.
- Hub-and-Spoke Architecture: We organized the site so that users could easily jump between major divisions (Yale, Hyster, JCB, Rail King). This gave the parent company a “portal” feel, allowing them to showcase the breadth of their 24/7 service and multi-state presence.
- Division-Specific Equipment Showcases: We implemented specialized layouts for their diverse inventory. Whether it was a Taylor-Dunn utility vehicle or a massive standby generator, the data was presented with the technical specs required by industrial procurement officers.
- Corporate Trust & Scale: We highlighted their “About Us” and “Community” sections to reflect their long-standing history in the City of Industry and their status as one of the largest material handling dealers in the United States.
- Security & Performance Management: For five years, we managed the maintenance and security for the parent site, ensuring that the heavy traffic from their diverse client base (from logistics hubs to power plants) was always handled by a secure and fast server environment.
The Result
By the end of our five-year relationship, we had helped Yale Chase build a digital infrastructure that matched the scale of their physical operations. The custom-coded WordPress site provided a centralized authority for all their sub-brands and divisions, significantly professionalizing their online presence in the Western US market. Our ability to take their internal designs and turn them into a functional, multi-divisional corporate hub was a key driver in their digital success during that era.
