Case study | ALE

Smart facelift and strong web build

Supporting the heavy lifting champion of its industry
in securing better lead conversions


At the forefront of the heavy lifting industry, ALE specialises in heavy transport and lifting.

ALE has always viewed their website as a tool in engaging customers and jobseekers, as well as a hub to support their wider marketing efforts and business objectives.

A notable rise in their website visitors and social media audience in recent years prompted ALE to seek expert help to modernise the website appearance and structure, in order to deliver key messages to their core audiences, and convert interest into leads.

Freestyle was commissioned to deliver this project following a competitive pitch, quoting “excellent experience in delivering the best B2B digital work” being “invaluable in achieving further innovations for our customers.”

"Freestyle’s excellent experience in delivering the best B2B digital work will be
invaluable in achieving further innovations 
for our customers."


Matt Hicks, Group Head of Marketing at ALE

ALE boasts the world’s largest land-based crane, which has a staggering lifting capacity of 5,000t.

Digital solution.

Site design

Armed with audience research, we designed a smart-looking and modern website, an ode to ALE’s “Smarter, Safer, Stronger” core proposition. The new design emphasises their impressive visuals and multimedia content, which tell a story of an incredibly specialised and trusted service.

Stronger calls-to-action, better surfaced sector-specific information architecture and the ability to differentiate between customer personas, were key to creating a solution that accentuated lead generation and improved conversions.

Knowledge centre

Cross-industry experts, ALE needed a solution to find and display case studies, thought leadership and news in a sleek and intuitive way. We created a fully searchable knowledge centre, a vessel for their strong PR game and sector-specific content. 

Global presence

Part of our challenge was to find a smart and sleek solution to display ALE’s worldwide capabilities. We build an interactive map which displayed the markers and contact information about their offices around the globe. This was created as a standalone app which we then integrated into the new WordPress build. Using Angular 7, the app runs off a JSON data file which the ALE team can update in real-time and at any time through their CMS.  

On top of this, we’ve equipped ALE’s website with multi-lingual capabilities and the ability to display alternative content across different language settings. 


Team support

With a view to instil full content capabilities within the client’s team, we ran two different training sessions prior to launch. In order to capitalise on the traffic trend experienced lately, we led content and SEO workshops, which added the technical writing skill to ALE’s team.

Closer to launch, we ran a comprehensive CMS training session for the client, giving them full freedom over uploading content.




Group Head of Marketing, ALE

“Freestyle delivered a fantastic website to help us achieve our vision of becoming a more digitally savvy and smart brand. They built an elegant solution that empowers our marketing team and showcases our cross-industry expertise.”


Ben Askew

Creative Director 

Sarah Belfort

Client Services

Perry Feighan


Will Carson


Charlotte Everard

Project Manager

Chris Yapp



Alan Cooper

  New Business Director 


Let's chat solutions.

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