Many equipment rental websites are still digital brochures. They show a few machines, a phone number and a contact form, and then leave the rest of the work to a person with a diary. That can be enough when enquiry volumes are low. It becomes a problem as soon as two customers want the same item, or when a visitor is ready to book after hours and has no way to see if the date is possible. A better site is a booking experience. It does not have to be a fully automatic checkout on day one. It does have to help a customer make a complete request, and help the desk answer it against real availability. This article sets out how to design that experience, from the first page…