ICM moves serious tonnage. Crushers, screens, pavers, mining systems — eight locations, fifty-eight technicians, fifteen thousand part lines. The site should feel like the company: industrial-grade, precise, locally-owned, and built so operators, engineers, and procurement people can find what they need without friction. Below is the direction, now being built into a working site. Each section shows the thinking behind it.
The recommendation is to anchor 80% industrial-grade restraint, layer in 15% selective interactivity that reads as engineering polish rather than agency play, and reserve 5% for considered motion. Confidence without flash.
Reference: Metso, Komatsu. Spec comparators, model finders, parts lookup — interactions that exist because they solve a real procurement problem. Not interactivity for its own sake. Every motion has a job to do.
Reference: Wirtgen Group, John Deere CE. Full-bleed equipment photography, generous whitespace, type that supports the machinery instead of competing with it. The site reads as "the dealer with the depth to back the product."
Subtle hover states, spec numbers that tick up on scroll, locations that pulse on the map. Used everywhere but used quietly. Motion that tells you the site is alive — and engineered — without distracting from the work.
These are the references that shaped the direction. Each one teaches something — and each one shows where ICM's site should rhyme, and where it should diverge.
metso.com
ICM's primary OEM partner — and not by accident the cleanest reference for this category. Restrained palette, equipment photography front and center, technical spec tables treated as design objects rather than afterthoughts. The information architecture (Products → Services → Parts → Sustainability) is the model.
wirtgen-group.com
German precision applied to a heavy-equipment website. Dark mode used with discipline — not as a style choice but to make the equipment glow. Editorial treatment of product narratives. Their model pages are the closest thing to the spec-rich, photography-led equipment pages we want for ICM.
komatsu.com
Global scale executed as if it were boutique. Strong use of interactive spec finders and configurators. Their parts & service positioning is exactly the lift ICM needs — they make support feel like a product, not a footnote.
wheelercat.com
A sister Campbell Companies dealer — useful as a comparison point and a "we should clearly belong in this family" signal. Their site is functional but conventional Cat-dealer. ICM should look like it belongs in the family but reads as a more modern, more focused version of the same playbook.
The most important interaction on the site. At rest: three featured products with strong photography, model number, category. On hover: the tile expands to fill the row, photography goes full-saturation, real specs emerge — throughput, weight, power, application. The interaction says: this is a dealer that knows its equipment cold. Hover any tile below.
The equipment tile is the loudest interaction on the site. These three are quieter — used on stat blocks, locations sections, and editorial moments. Always present, never demanding. Hover each demo.
Built to last.
Stocked to serve.
From the field
Three families. Archivo (display) for headlines and model names — a wide, geometric sans with industrial backbone. Inter (sans) for body and navigation. JetBrains Mono for specs, codes, and any moment where the system needs to read as instrumentation.
The equipment photography is the color story. The interface is near-monochrome: dark canvas, light type, a single saturated blue pulled directly from the ICM mark. Blue stays primary and owns every action. A restrained gold joins as a warm secondary, used only in editorial moments, eyebrows, featured tags, and calls to action, to keep the cold palette from reading clinical. The deep blue remains the supporting tone for hover states and quieter accents.
An evolution from the first pass. The dark canvas stays, but it gains rhythm and dimension: tonal steps between sections, edge-lit panels, a low cube watermark drawn from the ICM mark, and equipment cut free of its background so it floats on the canvas instead of sitting in a white box. The warm gold appears with restraint. Considered motion carries it, section reveals, spec count-ups, and quiet hovers, all reduced-motion safe.
Most equipment-dealer sites are seven or eight components, repeated. Building a small, opinionated system that gets executed precisely is more durable on WordPress than a sprawling library that gets implemented inconsistently across pages and over time.
The cinematic, full-width expand-on-hover unit. Featured on homepage, used on category indexes, related products, and rental fleet listings.
Hero, spec table, application gallery, related models, parts & service callout, request-quote form. Reads like a product datasheet rendered for the web.
Landing page per pillar — Aggregates, Concrete Paving, Mining, Parts & Service, Rental, Site Design. The big four-pillar story turned into navigable hubs.
Map-driven page surfacing all 8 facilities with addresses, contacts, hours, and the service radius for each. The Locations Pulse motion lives here.
Schedule service, parts inquiry, field service truck dispatch, technician roster overview. The "15,000 parts" promise made operational on a page.
Editorial long-form. Operator guides, spec comparisons, site design case studies, industry news. Type-led, restrained imagery, SEO-built.
Firm narrative, leadership, careers, the Campbell Companies family relationship. Builds trust and routes hiring traffic.
Smart contact form with intent routing — quote, rental, parts, service, site design, careers. Replaces the generic "contact us" with qualified intake.
Apply for Credit and My Account links treated as durable utility elements in the header — the trust signal that says "we finance, we have an account portal."
The discipline matters as much as the intent. Below are patterns that are common in the heavy-equipment-dealer category but would undermine where we're positioning ICM.
This direction is signed, and it is being built into a working WordPress site: native, fast, and owned by ICM. Here is where things stand, and the few things from your side that let us finish.