— Case study · Websites & apps
Three brands, one shared foundation.
Hull Lift Truck is a leading material handling provider with five locations across the Midwest, selling and servicing forklifts and equipment from nearly every major brand for over 50 years.
175%
Increased website leads
90%
Reduced website costs
284%
Increased sales leads
— The brief
Alongside its sister company Integratech, Hull sought a modern, scalable web ecosystem that allowed each team to manage content independently while maintaining consistency and compliance with partner standards.
Hull Lift Truck · Material handling
Five Midwest locations, 50+ years of forklift sales and service.
01
— The problem
The problem.
Hull Lift Truck needed a refreshed web ecosystem that empowered internal teams, aligned sister brands, and prepared for future ERP integration.
02
— How we helped
How did we help?
Fusionary created a shared digital foundation across Hull Lift Truck, Integratech, and Bobcat of Michiana to modernize design and management.
Migrated Hull to Payload
Hull moved to Payload CMS for full content control, so marketing owns updates end to end instead of routing them through a vendor.
Unified design system
One design system supports three distinct brands on a flexible platform, each with its own login, CMS, and deployment pipeline.
Dynamics 365 integration
Microsoft Dynamics 365 Customer Engagement integration connects the sites to CRM and prepares the ecosystem for ERP deployment.
03
— The outcome
The outcome.
All three brands now operate on a unified, scalable platform that improves visibility, control, and performance — with improved SEO and site speed, and ERP deployment readiness.
Faster marketing turnaround
Marketing teams now manage updates in real time with no external dependency. Campaigns and content changes happen in hours, not months — changes that once took four months can now be made in under an hour.
Separate sites, shared efficiency
All three sites run on the same modern tech stack but remain completely separate — each with its own login, CMS, and deployment pipeline.
Cost-effective development
By reusing architectural patterns and front-end components, we launched faster while maintaining a fully customized look and feel for each brand.
hulllifttruck.com
Live on Payload CMS with Microsoft Dynamics 365 integration.
— In their words
“The automatic lead generation in our CRM has given me an incalculable amount of free time to focus on other projects. Our investment in the new websites is expected to pay for itself within a few years, and doing this project with Fusionary has opened the opportunity for marketing expansion at Hull drastically quicker than expected.”
Joshua Siefken
Marketing Manager, Hull Lift Truck
— 04 · The stack
Partners on the build
01 · Payload
Node & React TypeScript headless CMS
Payload is a code-first CMS, offering flexibility to power everything from enterprise websites to native apps — a streamlined development environment plus a highly customizable admin UI.
Learn more
02 · Microsoft Dynamics 365
One platform. Limitless possibilities.
Dynamics 365 Customer Engagement connects sales, service, and marketing data to the web experience, keeping lead capture and customer records in sync.
Learn more— Next
Multiple brands, one team? We build shared platforms that scale.
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