Tonto Crush

Offsider Ag Equipment is an Australian agricultural equipment manufacturer based in Killarney, Queensland (41 Willow St, Killarney). The company manufactures, invents, and retails livestock handling equipment, specialising in beef cattle, sheep, and goat handling systems. Founded by Gerald Hicks (40+ years fabrication engineering) and David Hicks (civil engineer), with Andrea Brosnan leading marketing and engagement. The business turned over $2.8 million last year with approximately $350K-$400K profit, and is targeting growth to $4 million (stretch goal $7 million). Offsider Ag has won multiple industry awards including 2019 and 2023 The Land Machine of the Year, and multiple NAB Agribusiness Excellence Awards (2019, 2022, 2023). The business also operates a concrete business alongside the ag equipment manufacturing.

https://www.offsiderag.com.au/

The current website is not optimised to capture leads. It functions primarily as a product catalogue without dedicated lead capture mechanisms (e.g., brochure downloads, pricing guides, or lead forms). A dedicated Tonto Crush product page exists at offsiderag.com.au/tonto.

The goal of the landing page is to generate qualified leads for the Tonto Crush, specifically from cattle producers who are actively looking for a heavy-duty mechanical crush alternative to powered/hydraulic crushes. The page should encourage visitors to enquire about pricing, download a brochure, or request a callback from the sales team. This supports the broader business objective of scaling revenue from $2.8M to $4M+ by building a consistent pipeline of high-value equipment enquiries through digital channels, rather than relying solely on seasonal field days and events.

• Primary: Australian cattle producers and graziers (beef cattle operations), predominantly male, 30-65 years old, located in regional/rural QLD, NSW, VIC, SA, and WA. Often described as "middle class men who went to ag college." These are hands-on operators who value practical, no-nonsense equipment
• Secondary: Women in agriculture, a demographic often ignored by competitors but one Offsider Ag actively engages and serves well. Andrea has been featured in Australian Women in Agriculture media discussing the Tonto Crush specifically
• Characteristics: Conservative buyers who rely on trusted advisors and community influencers. They attend field days, read agricultural publications, and take time to make purchasing decisions (extended buying cycle). They are wary of low-quality imports and value Australian-made, Australian-steel equipment
• Operation types: Small to medium cattle operations, commercial herds, and producers who handle rarely-handled or difficult cattle requiring robust, quiet-operation equipment

The Tonto Crush is Offsider Ag's premium, top-of-the-range cattle crush, launched in 2024. It is described as "the largest and most capable mechanical crush in the market" in Australia. It is an ultra heavy-duty mechanical crush designed for cattle producers who need a practical alternative to powered/hydraulic crushes.

Key specifications:

• 1.6-tonne crush weight, built from Australian steel
• One-piece construction with incorporated floor for maximum strength
• Gate rails: 115x42x2 Australian steel; Plate: 12mm Australian steel
• 2.1m (7ft) internal height operator area to minimise head strikes
• Radial arm smooth action walkthrough headbale (2.1m internal height)
• Height-adjustable operating handles requiring minimal operator strength input
• Quiet, low-noise ratchet closure mechanism designed for rarely-handled cattle
• Parallel ratchet squeeze with low friction (250mm width when fully activated)
• Split top/bottom and front/rear body gates (both sides) with slam catch latches
• Foot-operated vet gate latch; full vet access with split top/bottom gates
• Full walk-through non-operator side
• Weigh bar mounting plates
• Sheeted bottom gates
• Certified Australian Made from Australian Materials

Suitable for spaying, husbandry operations, and handling rarely-handled cattle. It is a unique, premium product with no direct mechanical equivalent at this scale in the Australian market.

• Largest mechanical crush in Australia: The biggest internal working area of any crush on the Australian market, providing unmatched capacity for handling large cattle safely
• 100% mechanical, no hydraulics or electronics: No powered components means zero downtime from electrical/hydraulic failures, no power source required, and simple field maintenance. A practical alternative to expensive powered crushes
• Designed for rarely-handled cattle: Quiet, low-noise ratchet operation and smooth-action headbale specifically engineered for cattle that are not used to being handled, reducing stress on both animals and operators
• Certified Australian Made from Australian steel: 100% designed, engineered, and manufactured in Killarney, QLD using Australian materials. Award-winning engineering with 40+ years of fabrication expertise behind it

• Arrowquip: Major competitor in the cattle crush market, offering hydraulic/powered crush systems. More expensive, reliant on power sources
• RPM Rural Products: Manufacturer of cattle handling equipment including crushes and yards
• Clipex: Known for steel cattle yards and crush systems, primarily panel/yard focused
• Te Pari (formerly Prattley): NZ-based manufacturer of livestock handling equipment, including cattle crushes with electronic/hydraulic options
• Generic imports: Low-quality imported crushes that undercut on price but lack the build quality, Australian steel certification, and after-sales support. Andrea noted customers in the industry are wary of these low-quality products

Note: The Tonto differentiates itself by being the largest mechanical (non-powered) crush available, positioning against both powered alternatives and lower-quality imports.

No specific customer testimonials were provided in the source materials or found on the website for the Tonto Crush specifically. However:

• The Spin-a-Calf (sister product) is described as "award-winning" with strong market reception
• Andrea noted that customers at field days who see and try the equipment are consistently converted, as the product quality speaks for itself: "best in its price bracket"
• The business has strong word-of-mouth in the agricultural community, with Andrea's market knowledge indicating customers rely on trusted advisors and community influencers for purchasing decisions

Recommendation: Request 1-2 specific Tonto Crush testimonials from Andrea/Dave, or link to the Google Business Profile for general Offsider Ag reviews.

Primary CTA: "Request a Quote" or "Get Pricing" via a lead capture form.

Secondary CTA: "Download the Tonto Crush Brochure" (PDF download in exchange for contact details to build the database).

This aligns with the recommended strategy of using landing pages that encourage visitors to download a brochure or pricing guide to enter the database, rather than relying on the main website which currently has no lead capture mechanism. Leads will flow into the CRM (GoHighLevel) for automated follow-up via email and text, reducing response time from hours/days to instant.

• Generate 20-30+ qualified enquiries per month for the Tonto Crush
• Achieve a landing page conversion rate of 8-15% (form submissions / page visits)
• Contribute to the overall goal of scaling monthly revenue from ~$230K to $330K+ ($4M annual target)
• Reduce reliance on field day-driven leads by building a consistent digital lead pipeline during the November-February "lull" when event-based enquiries drop from 50-60/week to 3-4/week

Landing page design and build: 5-10 business days from brief sign-off (as per onboarding discussion). Target launch: second week of March 2026. The Tonto Crush is the third landing page in the rollout plan (after meat sheep handler and Spin-a-Calf), and will be scoped separately.

3 months of ongoing optimisation from launch date. A/B testing of headlines, CTAs, form length, and hero imagery. Performance reviewed monthly aligned with the 4-month rolling contract structure. Phase 1 focuses on fixing broken advertising and landing pages, Phase 2 expands the engine through Google and Meta ads driving traffic to this page.

• Full Name
• Phone Number
• Email Address
• Property Location (State / Region)
• Herd Size (approximate number of head)
• How did you hear about us? (dropdown: Field Day, Google Search, Facebook/Instagram, Word of Mouth, Other)

Form is kept short (6 fields) to maximise conversion rate. Herd size helps qualify the lead and informs the sales conversation. The "how did you hear about us" field supports attribution tracking across channels.

• Australian Women in Agriculture feature: Andrea has been specifically featured in country media for International Women's Day discussing the Tonto Crush. This press coverage could be leveraged on the landing page as social proof and to appeal to the growing women-in-ag demographic
• Award-winning manufacturer: Multiple "Machine of the Year" and NAB Agribusiness Excellence Awards should be prominently displayed to build trust with conservative buyers
• Video content: Product demonstration videos are available on the website and should be embedded on the landing page (video creative was identified as critical for unlocking growth)
• Australian Made logo: Should be prominently featured, as customers in this industry are wary of low-quality imported equipment. The "Certified Australian Made from Australian Materials" positioning is a key differentiator
• No power required messaging: Emphasise that the Tonto requires no electricity, hydraulics, or electronic components, which is a major practical advantage for remote properties and paddock operations
• Gerald Hicks' 40+ years of engineering: The inventor/engineer story adds credibility and connects with the target demographic who respect hands-on expertise and innovation

Andrea Brosnan and Dave Hicks (to be confirmed by client)

andrea.brosnan@offsiderag.com.au (additional addresses to be confirmed by client)

Note: Leads will initially flow via the Market Lead lead dashboard until the full GoHighLevel CRM is customised and integrated (estimated 3-6 weeks post-launch). Once CRM is live, leads will be automatically distributed with instant email and text follow-up sequences.

To be confirmed by client. Current website is hosted at offsiderag.com.au.

To be provided by client.

To be provided by client.

The above technical requirements are for hosting the landing page on your website. If you have a web team, we can provide the information for the DNS & CNAME record for them to implement.