From a catalog with a contact form to a system that quotes on its own.

The quote came out of a generic form that built a PDF and sent an email. It was a contact form with an attachment, not a quoting tool: it didn't know which machine, how many days, or what it cost. The site showed no prices, had no search of its own and no way to filter by height or capacity.

• Every price question meant a conversation with a salesperson.
• A customer who didn't know the technical name of the machine had no way in.
• The bracket rate engine didn't exist: the long-rental discount was a sales argument that appeared nowhere on the site.

• Semantic search with 70 trade terms. Having to know the technical name. It understands "man lift", "forklift", "boom" and model codes exactly as people type them.
• Bracket rate engine. Looking up a price in a spreadsheet and working out by hand how many days fall in which bracket. And the number the customer sees is the number he's charged.
• Four-question guide. The "I don't know what I need" inquiry, which used to take a conversation with a salesperson just to arrive at a machine.
• Quote with PDF and emails. Writing the quote, attaching spec sheets and sending it. It goes out on its own, with a sequential number, and it's saved even if the email fails.
• Club Comaq. Applying each repeat customer's discount by hand. The server validates the code and returns only the percentage that belongs to it.
• Height and zone pages generated from the catalog. Writing and maintaining a landing page per size and per region. A new machine goes in and they appear on their own.

The technical numbers are measured on the live site and can be checked. The commercial ones depend on the client and haven't been collected yet.

• The search already understood 70 trade terms, but 68 of them appeared in no visible text on the site. The right vocabulary was written on the wrong side of the wall: Google couldn't see it. Now it sees all 70.
• Price stopped being a conversation and became a screen.

The business numbers are missing: quotes per week, response time, inquiries that no longer come in over WhatsApp. It's also been identified that the 17 machines need descriptions of their own — today the engine generates the text and it comes out nearly identical for all of them, and Google reads that as duplicate content. It's the ceiling on all the search work already done.