Cheshire Air Brake Ltd supply new and re-engineered air brake components to the truck, trailer, bus and coach industries, as well as agricultural machinery, light commercial vehicles and classic cars. With decades of trade expertise and a specialist stock that's difficult to find elsewhere, Paul needed a website that could do justice to both the breadth of the catalogue and the technical knowledge behind it.
The brief was to build a professional WooCommerce store that trade buyers and fleet operators could trust — clean product listings, a clear parts enquiry system for customers hunting down specific components, and a blog to establish authority in the air brake supply space.
Selling specialist engineering parts online presents a unique challenge: buyers often don't know the exact product name, just a vehicle type, a brake system, or a failed component they're trying to match. A standard WooCommerce build wasn't going to cut it.
On top of that, the existing online presence wasn't converting trade enquiries — potential customers were landing on the site and leaving without getting in touch, even when Cheshire Air Brake had exactly the part they needed.
We built a custom WooCommerce store with a product catalogue structured around vehicle type and brake system category, making it straightforward for buyers to find what they need without already knowing the part number.
A dedicated parts enquiry contact form was integrated alongside the shop — so when a customer can't find a specific component, they can describe what they need and get a direct response from Paul's team. This alone has captured enquiries that would previously have bounced.
A blog section was built out to let the team share technical knowledge and product updates, supporting long-tail SEO for specific part searches that trade buyers make regularly.
QuotePaul H Owner
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