Turning Every Truck And Every Location Into A Lead
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CSM Companies (operating as CSM Truck) sells and services heavy and medium-duty trucks across six states, but its old website had a fragmented URL structure, around 60 XML sitemaps full of thin filter pages, truck pages that weren’t built to capture leads, and no local landing pages for its dealer network.
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Digital Silk rebuilt the site around one idea: every truck page and every location should work as a lead-generating landing page, all organized under a clear eight-section sitemap.
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The new site launched with lead tools on every truck page, 32 location pages that each route inquiries to their own branch, and a structure that maps directly to search, social and local campaigns.
The Challenge
A Fragmented URL Structure
Trucks, companies, service centers, parts, news and careers each sat under their own separate path, with no shared logic connecting them. The site was hard for search engines to understand and hard for buyers to move through.
Index Bloat From Thin Filter Pages
The old site was spread across around 60 XML sitemaps, including thin pages generated automatically for mileage, price, ZIP code and horsepower filters. Those pages diluted the site’s search strength and pulled attention away from the content that sells trucks.
Truck Pages That Didn’t Capture Leads
Inventory is where a dealer’s buyers spend their time, but the old truck pages weren’t built to turn that interest into inquiries. Visitors arrived at the trucks with no clear way to make contact.
No Local Pages For A Multi-Location Network
With 32 locations across six states, CSM had no dedicated landing pages for its branches. That left it weak in local search, exactly where many truck buyers look for sales, service and parts near them.
A Site Paid Media Couldn’t Target Cleanly
Without a clear structure or dedicated landing pages, there was nowhere specific to send campaign traffic. Ads for a model, a service or a branch had no matching page to land on.
The Solution
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Inventory Rebuilt As Products
We rebuilt every truck as a WooCommerce product, with 17 live search filters across the inventory. Each truck page carries a full spec sheet, a payment calculator, a request-info form tied to that truck, a save feature, a PDF spec download, click-to-call to the selling location and Product and Offer schema for rich search results. Structuring trucks as products also makes a catalog feed possible for Meta dynamic ads. -
A Dealer Hierarchy From Hub To Branch
We organized the network as a hub, then 10 company pages, then 32 location pages. Each location page shows hours by department, services, the trucks on its lot and a contact form that goes straight to that branch. An interactive dealer map with geolocation and ZIP search helps visitors find the nearest one. -
An Index Cleaned Down To Real Content
We cut the XML sitemaps from roughly 60 to 8, removing the thin filter-generated pages and keeping only real content. Legacy URLs redirect permanently to their new pages so existing rankings and backlinks carry across. -
A Site Built For Marketing From Day One
We designed the eight-section sitemap to map directly onto Google and Bing campaign structure, geo-targeted social campaigns and local SEO. Every campaign, whether for a model, a service or a branch, now has a matching page to land on. The launch came with a transition plan for moving SEO, paid social and paid search onto the new site. -
Everything Else A Dealer Network Needs
Eight service pages cover sales, maintenance, body shop, upfit, parts, leasing and financing. A parts hub brings together the catalog, monthly specials, a request form and links to PACCAR, TRP, Mack and Hino. A resources hub organizes 123 articles into five filterable categories, a careers hub lets candidates filter openings by keyword and location, and live site search returns results as visitors type. -
A Migration Handled Without Losing Ground
The hardest parts of the build were the things visitors never see: migrating legacy URLs without losing rankings, folding 10 companies and 32 locations into one structure, removing the thin pages, and rebuilding conversion tracking for every form, call and download while keeping the same GTM container in place.
The Results
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~60 Sitemaps Down To 8removing the thin mileage, price, ZIP and horsepower pages that had been diluting search performance
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32 Location Landing Pagesgiving every branch its own page, ready for Google Business Profiles, local ads and “truck dealer near me” searches
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17 Live Filtersso buyers can narrow the full inventory by spec, price and location instantly
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Lead Tools On Every Truck Pagefrom payment estimates and spec downloads to saved trucks and click-to-call, across 318 trucks at launch
1,000+ Completed Projects
ANRKY Wheels: Making Thousands Of Builds Searchable
ANRKY’s catalog of custom forged wheels for exotic and luxury vehicles covered thousands of builds across multiple constructions and finishes, but visitors couldn’t filter it by model, finish or configuration.
We built a searchable gallery around those three criteria and set up the navigation around wheel configuration. We added “Request a Quote” and “Register a Product” prompts throughout, and opened the homepage with manufacturing footage that tells the story behind the craftsmanship.
Since the May 27, 2026 launch, organic traffic is up about 40% and the number of keywords ranking in the top three positions has grown more than 15 times.
AAMCO: Fewer Unqualified Leads, More Of The Right Ones
AAMCO’s franchise site wasn’t short of form fills. It was short of qualified ones. A confusing structure meant the wrong prospects were contacting the franchise team, and 60 years of heritage had left the brand looking behind on technology.
We invested heavily in information architecture, presenting franchise benefits and investment costs as a short visual story, so prospects understood the commitment before filling in the form. Every page was written around relevant keywords and built for mobile and accessibility.
Shortly after launch, the form conversion rate rose 120.8% and views per session rose 12.1%.
Hexcel: Helping Engineers Find The Right Material
Engineers and procurement teams researching Hexcel’s advanced composite materials for aerospace, defense, industrial and transportation work struggled to find the materials, technologies and specifications they needed.
We restructured the site around products, technologies and industry applications, built clearer content paths toward deeper technical documentation, and delivered a scalable CMS with flexible modules for ongoing product updates.
Comparing February 6 to March 13, 2026 with the previous period, active users grew 132%, engaged sessions grew 76.52% and returning users grew 70.1%.
National Aviation: A Store Built For Part-Number Buyers
Aviation buyers often know the exact part number they need and expect to find it immediately. National Aviation’s Shopify store pulled stock from internal and external sources, and the way it displayed that inventory confused buyers instead of reassuring them.
We rebuilt the store mobile-first, supporting both part-number searches and browsing by brand or category, and cut the steps between the homepage and the cart. We designed the whole build around the existing API and inventory logic so nothing running behind the scenes broke.
Comparing December 23, 2025 to February 23, 2026 with the previous period, sessions grew 434.36%, active users 461.53% and engaged sessions 417.43%.
ShadePro: Guiding Buyers To The Right Product
ShadePro sells RV awnings and outdoor accessories, but its old site had no way to help customers choose between them. Shoppers who couldn’t work out which product fit their RV often left without buying.
We planned a new sitemap and user flow from the ground up, then built a custom sales configurator that recommends products based on what each customer needs. A clean, responsive design built around ShadePro’s core customer types completed the redesign.
The new site launched in February 2025, and weeks later, on March 9, daily revenue was up 155.8%.
Digitizing Your Business Growth
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