Rockford, Illinois-based The Caldwell Group Inc. has launched a new website at The site features the specialist lifting equipment manufacturer’s new brand and logo.

Caldwell, a provider of standard and custom lifters, has been working on the relaunch for almost a year, having set out last spring to position the business even closer to end users, distributors and potential partners. The new website also captures Caldwell’s status as a ‘Lifting Solutions’ provider, which is the tagline of a revamped logo.

At the heart of the site, powered by web developer WeCreate, is Caldwell’s full catalog of below-the-hook and other lifting equipment, and SmartSpec, a digital tool that allows distributors to configure products.

SmartSpec resembles other advanced product configurators but is unique in giving customization options to dealers specifically looking for non-standard equipment.

Darrin Noe, director of sales at Caldwell, said: “As an organization, we have been putting a lot of emphasis on evolution, whether it be through our products or our internal culture. The website needed to better reflect that same mindset. Also, we keep talking about improving customer experience—how can we make our partners’ lives easier? The website was a big part of that. The pricing and quoting aspect built into the site will ultimately help customers become more efficient.”

“If you want a catalog product, it’s right there in front of you. If you want something a little more customizable, you can simply click a button to take you to SmartSpec. And if you’re hunting for a full blown, one-off system, you can contact our sales staff from that same window.”

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