In UK (this is island specific, unknown on the continent, by the way) you use the two hot wires and no neutral, so you get 110 V to run your tools without too much danger.
In North America you got 110 - 120 Volts between one hot and neutral (there called grounded conductor).
The effect is the same, namely 110 Volts.
(55V is what you could feel when touching a hot wire in GB/IRL.)
The transformer in your link will need 230V input (+ island extra) to give 110 out, but watch the load limit, is probably not allowed on UK construction sites, and just would save the changing of the plug.
There might be differences with regard to devices with PE conductor as NA devices have a definite polarity (as English, but not European), but usually tools have double insulation anyway.
Wolfgang
[This message has been edited by Wolfgang (edited 11-14-2005).]
