At a glance
| Client | Midland Commercials |
|---|---|
| Industry | Used trucks and commercial vehicles |
| Location | United Kingdom |
| Services | Web app development, admin dashboard, AI integration, SEO, ongoing support |
| Technology | React, Node.js, Express, MySQL |
| Status | Live and supported |
| Live site | midlandcommercials.com |
The client
Midland Commercials sells used trucks and commercial vehicles in the UK. Trade buyers compare specification, mileage and price online long before they pick up the phone, so the website is the dealer's main sales tool, not a brochure.
The challenge
The dealer needed a website that worked as hard as a salesperson:
- Stock had to be easy for the team to add and update themselves, without waiting on a developer.
- Buyers ask the same questions at all hours, often when the office is closed.
- Every vehicle needed its own page that Google could find and rank.
- Part-exchange enquiries needed to arrive with the right details, not as a vague email.
What we built
- Live stock with filters so buyers can narrow down vehicles quickly and open a detailed page for each one.
- AI virtual sales assistant that answers buyer questions about the stock at any time of day and points them to the right vehicle.
- Part-exchange enquiry flow that captures the buyer's vehicle details in a structured way, so the sales team can respond with a real offer.
- Admin dashboard for managing vehicles, photos and enquiries in one place.
- Multilingual pages so buyers can read listings in their own language.
- Server-rendered SEO for every listing: unique titles, descriptions and structured data, so each vehicle can appear in search results on its own.
Technology
The front end is built in React, backed by a Node.js and Express API and a MySQL database. Vehicle pages are rendered on the server so search engines see the full content on the first request. We deployed the platform to the client's own server and handle updates and releases for them.
How we worked
We delivered the marketplace in phases, launching the core stock and enquiry features first and adding further modules as the client's needs became clear. After launch we continued shipping admin panel improvements and SEO work. We continue to support the platform today.
The result
The marketplace is live at midlandcommercials.com. The dealer's team manages stock and enquiries from the admin dashboard on their own, buyers get answers from the AI assistant outside office hours, and every vehicle has a page built to be found on Google.
Planning something similar? See our web development for UK businesses and e-commerce and marketplace development pages, or tell us about your project.
