Sixty years of trade, most of it undocumented online
A 1966 company, searched for in 2026.
Lane Equipment sells and services commercial kitchen equipment across Texas out of Houston, San Antonio, Austin, and Donna. Dale Lane runs it. The technicians are factory trained and on staff, which matters more to a restaurant at 6pm on a Friday than anything on a spec sheet.
What we were handed, and what we took on
The scope.
The hard part was the catalogue. Hundreds of products, several manufacturers, and a service business that generates most of the urgency, all needing to be searchable without the site collapsing into a parts list nobody can navigate. We also had to be accurate about the Taylor relationship: the distributor status ended, the service capability did not, and the site says exactly that rather than implying the first.
Services running on this account
The parts that took the longest
What we built.
A product catalogue that is actually browsable
Product pages with real images sized to what they display, after an optimization pass took the image library from 60.5MB to 18.7MB.
Four locations, four local presences
Houston, San Antonio, Austin, and the Rio Grande Valley each rank on their own rather than competing under one Houston address.
Emergency service put in front of the catalogue
The 24/7 repair line is the highest-intent thing the company offers and it now reads that way on the page.
Other jobs that looked nothing like this one
More work.
Start by finding out where you actually stand
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