312 Truck & Body Repair Website
Introduction
312 Truck Body Repair & Painting is a trusted name in commercial truck, van, and fleet repair on Chicago’s South Side. Despite their strong reputation, they had no digital presence—a significant gap in an industry where customers increasingly search online for auto repair services, price estimates, and reviews before making a decision.
Their challenge was clear:
✅ Attract new customers by making their services visible and searchable online.
✅ Showcase their craftsmanship through high-quality images and customer testimonials.
✅ Reduce friction in customer inquiries by streamlining lead capture and service requests.
A Digital Presence & Lead Generation System
Unlike businesses migrating from an outdated website, 312 Truck had no online footprint or credibility on platforms like Facebook, TikTok, and LinkedIn. This meant that potential customers landing on their site for the first time:
- Needed immediate reassurance that this was a legitimate, professional business.
- Would expect a modern, well-structured website like competitors already had.
- Would likely hesitate to call or request a quote if the site felt incomplete or outdated.
Since no prior website analytics or user behavior data existed, I turned to competitor analysis, UX heuristics, and conversion best practices to craft an experience optimized for trust, clarity, and customer action.
My Solution
The solution was to create a high-impact, conversion-optimized website that:
- Quickly establishes credibility through testimonials and past work.
- Encourages easy contact & inquiries via click-to-call buttons and a dynamic lead form.
- Scales for future marketing efforts (SEO-friendly pages, HubSpot integration).
Key Functional Enhancements
- A mobile-friendly, modern UI tailored to their audience.
- SEO-optimized content strategy to increase online visibility.
- Automated lead capture & CRM integration via HubSpot.
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Discovery
Understanding the Market & User Needs
To ensure the website met customer expectations, I analyzed industry leaders, partners, and competitors to identify common pain points for auto-related websites.
Key Insights:
- Customers expect transparency—unclear pricing or service descriptions lead to abandonment.
- Auto repair customers prioritize accessibility. 54% of local service website visitors use mobile devices, according to Think with Google, which makes mobile optimization non-negotiable.
- Mobile access is critical—over 50% of local auto service searches happen on mobile.
- Reputation matters more than aggressive marketing. Customers are more likely to book services when they see real images of past work rather than stock photos or overly promotional language.
- Users need immediate, actionable contact options—the fewer clicks to request service, the better.
- Service-based businesses thrive on clear CTAs. The best-performing sites used prominent “Call Now” and “Get a Quote” buttons in the hero section.
UX Strategy & Design Research
Trust Through Visual Hierarchy & Brand Positioning
Scalable, Frictionless Lead Generation
Mobile-First Accessibility & SEO Optimization
Key Features & Execution
Wireframes & Prototyping
Results & Impact
Lessons & Next Steps
What Worked Well
- Competitor research enabled a strong UX & conversion strategy.
- Automated CRM integration reduced the manual workload for the business owner.
- Balancing credibility with conversion-focused design improved customer engagement.
Opportunities & Next Steps
- Direct HubSpot-CCCIS Integration: The client is looking to move forward with "phase two" of this project, which includes deeper integration between HubSpot and CCCIS (a leading collision repair management system). This will allow seamless lead management, automated job tracking, and improved workflow efficiency—reducing administrative bottlenecks and improving customer communication.
- Expanding Content Strategy: Implementing blog content on fleet maintenance, common repair issues, and industry trends will further improve SEO and organic lead generation.
- Enhanced Customer Review System: Directly integrating customer testimonials into the homepage will further strengthen social proof and trust-building.
- A/B test form length to further optimize conversion rates.
- A/B Testing CTA Optimizations: Further testing CTA wording, form field arrangements, and microinteractions could refine conversion rates even further.
Taking 312 Truck from zero online presence to a fully functional, lead-generating website was a rewarding challenge. By prioritizing trust, lead generation, and scalability, the website now actively drives business growth.
Project Schedule
I worked in close partnership with the client through each phase of the project, from initial discovery to final approval.
September 30, 2024
Research
Conducted discovery sessions with the client to define goals, target audience, and market positioning. Analyzed competitors, industry trends, and key insights to inform strategic direction.
October 3, 2024
Prototyping
Developed mood boards, high-fidelity wireframes, and interactive prototypes in Figma to visualize design concepts. Collaborated with the client to refine and finalize their preferred concept.
October 17, 2024
Design
Built the sitemap, configured the tech stack, and implemented SEO-optimized copy for landing pages. Developed custom scripts, integrated plugins, and optimized site functionality for seamless performance.
November 24, 2024
Final Approval
Led final client review to ensure all project elements aligned with expectations and objectives. Secured approval, marking the project's official point of completion.
Showcase
Check out the finished design below.
