Case study
Heavy Equipment Marketing for Blue Diamond Attachments, Starting With What Dealers See
Dealer research, analytics built to count each dealer hand‑off, and a new dealer portal and homepage designed with Blue Diamond's sign‑off.
The client and the situation
Blue Diamond Attachments makes attachments and parts for skid steers, excavators, compact track loaders and the other machines they fit, and it runs the business from Knoxville, Tennessee. Heavy equipment marketing works differently when the product reaches buyers through someone else, and that is the case here. Blue Diamond sells its attachments only through authorized dealers in the US and Canada, while parts sell direct online. For an attachment buyer, the most useful thing the website can do is send them to the right dealer, by a dealer search, a link to the dealer's own site or a phone call.
Until March 2026, the site had no way to count any of those hand‑offs. A buyer could find a dealer and call them straight from the website, and nothing in analytics recorded that it happened. Because attachment sales run through dealers, the part of the website that mattered most to them was also the part nobody could see, and our 2026 work started there.
What we did
We led the UX and QA on Blue Diamond's parts e‑commerce redesign, which relaunched the parts section of the site with a new search. Between March and June 2026 we also set up Google Tag Manager and GA4 event tracking on the site. The new events counted each dealer hand‑off by type (find a dealer, a click to a dealer's website or a tap on a dealer's phone number), along with brochure downloads and clicks on Blue Diamond's own phone number, which gave Blue Diamond a count of how often buyers reached out and which way they chose to do it.
Alongside the tracking, we went to the dealers themselves. Before designing the portal, we interviewed five Blue Diamond dealers and ran working sessions with Blue Diamond's sales team to hear what dealers need from Blue Diamond in their own words. What we heard in those conversations shaped the design of a new standalone dealer portal. Blue Diamond reviewed and approved the portal page by page in Figma between September and October 2026, and on October 21, 2026 it approved our new homepage design for the public website as well.
What the new tracking measured
From March 29 to August 24, 2026, the GA4 tracking we built on Blue Diamond's website counted 16,710 dealer hand‑off clicks. That total breaks down into 10,894 find‑a‑dealer clicks, 5,191 clicks through to a dealer's website and 625 taps on a dealer's phone number. In the same window the site also counted 10,044 brochure downloads and 2,234 clicks on Blue Diamond's phone number.
The same dates in 2025 show none of these actions, because the events did not exist until our tracking went live. We read these numbers as a measurement and never as growth. They show buyer activity that was invisible a year earlier, and a comparison with 2025 can't tell anyone whether more buyers reached a dealer this year. What Blue Diamond gained is a count of how many buyers the website sent to its dealers in that window, broken out by how they made contact.
Dealer hand‑off clicks: 16,710
What's next
The dealer portal and the website refresh are designed, and neither one has launched yet. Blue Diamond's own developer builds both from the designs Blue Diamond approved, so the launch dates belong to Blue Diamond's team.
Talk to us about your dealer network
If your website sends buyers to dealers and you can't see how many, that's where we would start with you too. Our page for manufacturers covers how we build websites and run search and Google Ads campaigns for industrial buyers, and the work page has our other case study. When you're ready, book a call and tell us how your products reach buyers today, and we'll talk through what to measure first.
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