Mantrac | Caterpillar
Mantrac is the Caterpillar dealer across much of Africa and the Middle East. GRM built a scalable multi-site platform on WordPress, shaped around how industrial buyers in each territory actually research and enquire — with Salesforce capturing every lead and Microsoft Azure keeping regional performance fast.
Services
- Digital Strategy
- Website Development
- CRO
One brand, many industrial markets
Mantrac sells and services Caterpillar machinery across construction, mining, logistics and power generation in Africa and the Middle East — a single brand serving very different markets.
The challenge
The task was never simply building websites for different regions. Industrial machinery purchases are high-value, high-risk decisions involving multiple stakeholders, long research journeys and real operational considerations. Buyers were not comparing machines — they were judging supplier credibility, servicing capability and long-term support.
Behaviour also varied sharply by market: mobile-first research and quick comparisons in Kenya, supplier trust and technical validation in Egypt and Iraq, and a strong preference for WhatsApp and direct calls over traditional web forms.
The solution
Built around regional behaviour, not a global template
A shared Mantrac brand core keeps global consistency, common templates and one management approach, while each territory site carries local relevance — multilingual content, Arabic right-to-left functionality, region-specific messaging and its own SEO and conversion journeys. New territories can be added without a rebuild.
How it fits together
Seven front doors, one lead pipeline
Heatmapping and behavioural analysis showed buyers preferred low-friction, direct contact. Click-to-call, WhatsApp, local branches and visible contact details were surfaced throughout the journey — and every enquiry lands in one place.
Regional websites
WordPress multi-site
- Multilingual
- Arabic RTL
- Local SEO
- Salesforce CRM
- Microsoft Azure
Calls
Click-to-call, surfaced where buyers research.
Direct messages
WhatsApp enquiries, the channel many markets prefer.
Web enquiries
Short forms for buyers who want them.
Leads flow into Salesforce, with hosting and performance managed on Microsoft Azure across international regions.
The results
What changed
- Seven regional sites managed from one scalable framework, with room to add more.
- Fully localised experiences, including Arabic right-to-left, rather than translated layouts.
- Enquiry pathways matched to local habits, so contact happens the way buyers prefer.
- Regional sales activity connected to one lead pipeline in Salesforce.
Selling across multiple markets?
We will help you build one platform that respects every territory.
More work
