Three options. Only one actually works for your business.
The site engineer specs a tonnage and your website doesn't have a page for it
Crane hire is a tonnage-and-ticket business and most of your website pretends tonnage is a footnote. A site engineer drafting a lift plan for a Tier 2 commercial fit-out specs an 80-tonne Liebherr LTM with a 60-metre boom and a 15-tonne load at 30 metres radius, then opens three crane-hire websites at 11am to find one. They want a tonnage chart, a boom-and-radius lift capacity curve, the C1 high-risk-work licence of the operator, the dogman and rigger tickets of the crew, the $50m public liability cover, the AS 1418 compliance statement, and a recent lift photo of the same crane class on a similar site. If those signals are not in the first 30 seconds, you're not on the shortlist. Worse: a one-off homeowner who needs a 3-tonne Franna pick-and-carry for a pool-shell drop and a builder who needs a 30-tonne city crane for a tilt-panel install want completely different pages. Most crane operators run one generic 'mobile crane hire' page that wins neither and loses the long-hire construction-site contract (the one that pays for the year) to the operator who has a per-tonnage hub with the lift-plan template downloadable from the page.
Good crane operator marketing is three things kept separate: a Franna pick-and-carry hub with sub-pages per common job type (pool-shell drop, hot-tub install, AC-unit lift, residential roof truss set) and a per-LGA suburb page set with indicative pricing for the half-day and full-day hire model; a mobile crane hub split by tonnage class (3T-8T city crane, 30T-60T mid-mobile Liebherr LTM, 100T-160T heavy mobile, 250T+ project crane) with a tonnage chart, lift capacity curve, boom-and-radius diagram, C1 high-risk-work licence numbers of the operators, and a sample lift plan downloadable per tonnage; and a tower crane install-and-dismantle hub for the construction-site long-hire market with the 18-month-hire model, the engineering sequencing photos, the wind-speed cut-off compliance statement, and the CICA membership badge front-and-centre. The trust signals are not negotiable: your $50m public liability, your WorkCover insurance endorsement, your CICA membership, the C1 (and C2, C6 for the smaller cranes) high-risk-work licence numbers of every operator, the dogman and rigger tickets of every crew member, the 10-yearly NDT load-testing certificate per crane, and an AS 1418 compliance statement. Get this right and the next Tier 2 long-hire opens with your name on the engineer's short-list before they have even drafted the lift plan.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the hire mix that actually pays (construction-site long-hire on Tier 2 commercial vs one-off mid-mobile lifts vs Franna pick-and-carry pool-shell drops) instead of chasing every 'crane hire' keyword. Briefs the other agents so the per-tonnage hub pages, the construction-long-hire ads, the LinkedIn lift-day posts and the engineer-and-PM relationship pipeline all push toward the long-hire contracts that fill the diary 18 months deep.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new per-tonnage hub page a five-minute job. Ships separate hubs for Franna pick-and-carry, mobile crane (with sub-pages per tonnage class from 8T through 250T+), and tower crane install-and-dismantle, with the $50m PL plus WorkCover, the CICA membership, and the C1 operator licence numbers above the fold on every page, plus a sample lift plan downloadable per tonnage, to your live site in two taps.
Goes through your live site for the things that actually move crane rankings: '[tonnage] crane hire [suburb]', 'Franna hire [LGA]', 'tower crane install [city]' targeted per hub, the C1/C2/C6 high-risk-work licence numbers and $50m PL certificate pulled into the trust strip on every page, AS 1418 compliance statements on every tonnage page, CICA membership badge in the header, and a Google Business Profile primary category corrected to 'Crane Service'. Auto-applies the low-risk fixes; flags anything that touches the lift-plan templates.
Launches separate Google Ads campaigns per hire mix: a Franna pick-and-carry ad set on '[suburb] Franna hire' for the one-off homeowner and tradie market at the volume CPC, a mobile crane ad set on '[tonnage] crane hire [suburb]' for the construction site engineer at a higher CPC because the long-hire margin justifies it, and a tower-crane long-hire ad set on 'tower crane install [city]' aimed at Tier 2 PMs. Turns Meta off for construction long-hire entirely; runs Meta only for the residential Franna market.
Turns every lift day into a post in your real accounts: an 80T Liebherr LTM tilt-panel install on a Tier 2 commercial fit-out, a 3T Franna pool-shell drop on a Eastern Suburbs home, a tower crane install sequence on a high-rise construction site. Builds the trust signal for the site engineer who is researching crane firms on LinkedIn at 9pm. You upload one cab photo per lift, the agent drafts the caption in your voice with the tonnage, radius, ticket and lift-plan detail, you approve.
Drafts the long-form pieces site engineers, PMs and homeowners Google before they ring a crane firm: 'how to choose the right tonnage crane for a lift', 'what does a lift plan need to include AS 1418', 'Franna pick-and-carry vs city crane for a pool-shell drop', 'tower crane install cost and timeline for a high-rise'. Two drafts a month, in your voice, that pull the engineer to your site before the lift plan is even drafted.
Your first 30 days.
- Annual plan tilted toward construction-site long-hire on Tier 2 commercial (18-month tower crane plus mid-mobile long-hire pays a multiple of one-off lifts) with one-off Franna pick-and-carry held as the cash-flow lane
- Google Business Profile rebuilt with 19-item service list (Franna pick-and-carry through 250T project crane, tower crane install, tower crane dismantle, lift planning, dogman and rigger crew, construction-site long-hire, pool-shell drop, hot-tub install, residential roof truss set, more)
- Per-tonnage hub pages built per LGA across three commercial-volume areas, with the tonnage chart, lift capacity curve, boom-and-radius diagram and downloadable sample lift plan embedded
- Construction long-hire Google Ads live with the C1 high-risk-work licence numbers, the $50m PL and the AS 1418 compliance statement called out in the ad copy
- Tower crane install-and-dismantle hub stood up with the 18-month-hire model, the wind-speed cut-off compliance statement and the engineering sequencing photos
- LinkedIn account properly switched on with Tier 2 builder and site engineer tagging on every lift-day post, separate from the Instagram-and-Facebook Franna market
- Lift-day cab-photo caption library running twice a week with tonnage, radius, dogman and rigger ticket detail
- 'How to choose the right tonnage crane' and 'Tower crane install cost and timeline for a high-rise' explainers drafted for approval
- Tier 2 commercial builder and site-engineer outreach drafted by Sam for the three contractors in your patch who book quarterly long-hire pipelines
A crane operator who runs a fleet from 3T Franna pick-and-carry through 250T project crane, carries $50m public liability with WorkCover endorsement, has C1-ticketed operators with dogman and rigger crews on every job, holds CICA membership, and can turn around an AS 1418-compliant lift plan in 48 hours is already better than the one-crane outfit with no ticket. The work is making sure the site engineer drafting a lift plan for the next Tier 2 commercial fit-out sees the tonnage chart, the boom-and-radius diagram, the C1 licence numbers, and the $50m PL above the fold before they ring two other crane firms. That's the per-tonnage hub library, the construction-long-hire ad set at the higher CPC the contracts justify, the LinkedIn lift-day cadence aimed at the site engineers in your patch, and the tower crane install-and-dismantle hub for the high-rise long-hire market.
Agencies are too dear to actually split the construction long-hire ad set from the one-off Franna one for $3.5k a month. Tools are cheap but the tonnage charts never get embedded and the site engineer never gets the LinkedIn intro. In-House is the third option: for $299 a month the agents ship the per-tonnage hub pages, launch the long-hire ads at the higher CPC, post the lift-day photos with the radius-and-ticket detail, and keep the $50m PL and the NDT load-test certificates current on every crane page. You stay the operator of the work, the agents do the labour, your only job is the morning approval queue between the boom-stow and the next pick. Stop losing the 18-month tower-crane long-hire to a competitor whose lift-plan template you'd never write yourself.