Project: Durham Upfitters
Role: Web Design & Digital Strategy Focus: B2B Fleet Services, Lead Generation, Product Catalog, Safety Compliance
Project Overview Durham Upfitters, the region’s premier provider of commercial vehicle modifications (shelving, lighting, ramps), required a digital presence that spoke directly to fleet managers and independent contractors. The goal was to transform a parts-heavy business into a streamlined solution provider. The website needed to validate their technical expertise (National Safety Mark certification) while providing an easy pathway for tradespeople to customize their work vans and trucks.
Key Deliverables & Features
- Commercial Solutions Architecture:
- Trade-Specific Navigation: We organized the complex catalog of parts into clear, trade-focused categories like “Commercial Vehicle Solutions” and “Aluminum & Steel Shelving.” This helps a confused HVAC technician or electrician quickly find the specific setup they need for their vehicle workflow.
- OEM Incentive Integration: A dedicated resource section highlights manufacturer programs (GM Business Choice, Ford Commercial Connection), positioning Durham Upfitters as a knowledgeable partner that helps clients save money on new fleet purchases.
- Trust & Safety Verification:
- Certification Highlight: Prominent display of the National Safety Mark (Z99) certification assures corporate clients that all upfits meet rigorous federal safety standards—a critical deciding factor for fleet managers protecting their liability.
- Showroom Virtualization: The site leverages the concept of “We show what we sell,” using high-quality images of their physical showroom to encourage on-site visits, bridging the gap between digital browsing and physical product testing.
- Lead Generation Engine:
- “Request a Quote” Workflows: Recognizing that custom vehicle work rarely has a fixed price, the site replaces standard “Add to Cart” functions with robust quoting forms. These capture vehicle make, model, and specific needs upfront, allowing the sales team to provide accurate estimates quickly.
- Review Integration: Strong social proof (Google Reviews) is embedded to validate the speed and quality of their workmanship, countering the common industry pain point of vehicle downtime.
The Outcome The new Durham Upfitters website serves as a professional digital storefront that rivals national competitors. It effectively filters traffic, educating small contractors and large fleet operators alike, and funnels high-intent leads directly to the sales team for custom quoting.
