PlanetMagpie News

April 07, 2022

Website Launch!

The PlanetMagpie Creative Lab has launched its latest customer website! Towlift supplies material handling equipment to critical businesses throughout Ohio, Michigan, and Pennsylvania.

Towlift is a major material handling industry dealer in the Midwest, operating out of Ohio, Pennsylvania, and Michigan.

Following significant growth in recent years, and a number of technology investments they made to improve their customer experience, Towlift needed a new website.  One that reflected the company's new capabilities and accurately represented their brand.

From a branding perspective, Towlift already benefitted from tremendous name recognition in their region.  Since 1965, customers had relied on Towlift’s wide range of forklift brands, material handling equipment, and great service to run and manage their operations.

Towlift Management wanted to expand upon that reputation, conveying to customers that they're also at the very forefront of material handling industry. The website had to make clear that they provided the latest and greatest equipment from leading brands, as well as greater investment in service & support than their competition.

In terms of user experience, Towlift wanted to ensure that their customers could quickly and easily discover equipment models, as well as learn about the many brands they offered. PlanetMagpie's solution? Design a robust New Equipment section that let them explore by either forklift brand or equipment type, starting from the home page.

With a click, customers see informative pages and product listings to help them find the best product for their needs. Filtering options such as equipment capacity, engine type, terrain, and product category quickly sort through the expansive offerings. 

After discussing options with Towlift's management, we recommended using Craft CMS for their website backend.  It has near-infinite flexibility, an easy-to-use administration menu, and native support for all devices. Towlift agreed.

For the project's development side, PlanetMagpie partnered with Good Work, a development firm of Craft CMS specialists based in Dallas.  PlanetMagpie's team handled visual strategy and design, project management, content development, SEO, and website hosting in its Silicon Valley datacenter.

It took a lot of work from all parties—not least of which the Towlift team, who supplied critical insight, images, and feedback.  But it all paid off.  In March 2022, the new launched!



The new is 100% mobile-friendly, with live-updating of new equipment available via a third-party product feed. Whenever a new CAT, Jungheinrich, or Mitsubishi forklift model comes out, will update itself with a fully-operational page all about the new model. It's fully automated to create the page, pull in data, and present it within the Towlift look & feel.

The site also features all-new content to show customers why the “Dealer Makes the Difference,” and modernized SEO so search engines know where to send customers.

With this new website, Towlift can implement new online tools or expand their fleet & operations and the site will easily adapt.


Special Note: This project came to us as a referral, from another customer of ours in the material handling industry—The Forklift Boss himself, Marshall Cromer. Marshall recommended us to Towlift's executive team for this project.  We're grateful for the referral.


Doreyne Douglas, Creative Lab Team Lead