Web Site Optimization¶
Recurring strategic audits and growth plans for every ATG-family customer-facing website.
What this section is for¶
Each web property in the ATG portfolio gets a periodic full-stack growth analysis covering:
- CRO (conversion rate optimization)
- UX/UI (visual hierarchy, navigation, mobile)
- Technical SEO (Core Web Vitals, schema, internal linking)
- Trust signals (reviews, testimonials, badges, policies)
- Brand presentation (voice, design system, social proof)
- Revenue optimization (bundles, upsells, cross-sells, subscriptions, fleet workflows)
- Competitive benchmarking against named industry leaders
- Prioritized action plan with quick wins, 30-day, and 90-day buckets
The same canonical prompt template (see prompt-template.md) is run against each site so the deliverables are comparable across the portfolio.
Audit cadence¶
| Site | Composite | Status | Last audit | Next due |
|---|---|---|---|---|
| superiorwatertruckparts.com | 50 | ✅ Q2-2026 audit | 2026-05-29 | 2026-08-29 |
| cactustruckparts.com | 57.5 | ✅ Q2-2026 audit | 2026-05-30 | 2026-08-30 |
| superiorequipmentinc.com | 61 | ✅ Q2-2026 audit | 2026-05-30 | 2026-08-30 |
| superiorequipmentinc.com/service/ | — (new) | 🚧 launch playbook — Superior Service stand-up underway | 2026-05-30 | 2026-08-30 (re-audit after launch) |
| ironmesausa.com | 53 | ✅ Q2-2026 audit | 2026-05-30 | 2026-08-30 |
| — | 🔚 merged → Superior Service (2026-05-30; site sunset, domain lapsing). Original audit repurposed as Superior Service launch playbook. | 2026-05-30 | n/a | |
| copperstatetruckparts.com | — | ⏸️ skipped (internal dashboard, no marketing surface) | — | — |
Completed audits¶
- Superior Water Truck Parts — Q2 2026 · composite 50/100 · benchmarked vs Access Truck Parts + watertrucks.com · ecom catalog
- Cactus Truck Parts — Q2 2026 · composite 57.5/100 · benchmarked vs Vander Haag's + 4 State Trucks · used HD parts ecom (Vander Haag's 403'd on fetch — patterns inferred from CTP's own annotated CSS comments + industry-norm references)
- Superior Equipment — Q2 2026 · composite 61/100 · benchmarked vs watertrucks.com + arrowtruck.com · water + dump trucks for sale (LocalBusiness+AutoDealer)
- Superior Service — Launch Playbook (was Cactus Diesel audit) · originally scored CD at 51/100 · benchmarked vs W.W. Williams Phoenix + Diesel Services of America · repurposed 2026-05-30 by the Cactus Diesel → Superior Service merge; recommendations now target
superiorequipmentinc.com/service/ - Iron Mesa — Q2 2026 · composite 53/100 · benchmarked vs Custom Truck One Source + Vanguard Truck Centers · premium certified rebuilds
Cross-portfolio highlights from this audit round¶
Active production bugs surfaced (status as of 2026-05-30):
- 🛑 → patched 2026-05-30 with mailto: fallback; superseded by site sunset (CD→Superior Service merge)
- cactusdiesel.com — service-request form action="https://formspree.io/f/REPLACE_WITH_FORMSPREE_ID"🛑 → superseded by site sunset
- 🛑 cactusdiesel.com — GTM container still GTM-XXXXXXX placeholderironmesausa.com — homepage quote form had identical Formspree placeholder bug → patched 2026-05-30 with mailto: fallback (✅ no longer leaking; can swap to real backend when Brandon supplies)
- 🛑 → all stripped 2026-05-30; page reframed with honest non-numeric prose. Real specifics pending Brandon verification
- ironmesausa.com — /quality-standards.html ships with visible [TODO: years] etc. brackets⚠️ → auto-resolved by merge — the diesel service IS Superior Equipment now
- cactusdiesel.com — 156 E Mohave St currently resolves to "Superior Equipment" on Yelp; NAP collision⚠️ → all 9 swapped to superiorequipmentinc.com — static truck-detail page footers link to cactustruckparts.comsuperiorwatertruckparts.com 2026-05-30; static pages also added to SEI sitemap
Cross-portfolio patterns worth a shared playbook: - Every B2B-equipment site (SEI, IMA) is leaking financing-led conversions by not surfacing pre-qualification above the fold. - Every site is light on real testimonials / customer logos — the "no fabricated data" rule (correctly held) means the next-step playbook is structured collection, not creative writing. - The reviews program (Yotpo) is gated on Brandon's signup — same blocker for all five sites. - Local SEO discipline is uneven — only SEI has rich enough JSON-LD to compete in the local pack; CD has none, IMA has minimal.
How we measure success¶
Every audit is paired with the measurement framework — instrumentation stack (Google Search Console + GA4 + Microsoft Clarity + CallRail), KPI tree (north star → primary → leading indicators), per-recommendation success metrics, baseline capture checklist, and reporting cadence (weekly / monthly / quarterly re-audit).
Critical: baselines must be captured BEFORE any audit recommendation ships. The audit is worth nothing if we can't prove the changes worked. The framework's "Practical first week" table is the do-not-skip sequence.
Audit methodology¶
Every audit follows the canonical prompt template — eight phases:
- Phase 1 — Complete competitive analysis (page-by-page vs 2-3 named competitors)
- Phase 2 — CRO audit (0-100 scored across 17 dimensions)
- Phase 3 — Technical SEO audit (Core Web Vitals, schema, content gaps, keyword opportunities)
- Phase 4 — Revenue optimization (bundles, upsells, B2B account features, quote workflows)
- Phase 5 — Product page perfection (ideal layout mockup with section order + exact copy)
- Phase 6 — Homepage redesign (hero, value prop, social proof, exact copy variants)
- Phase 7 — Mobile optimization (friction-point audit + exact implementation fixes)
- Phase 8 — Action plan (quick wins 1-week / 30-day / 90-day, ranked by expected revenue impact)
Each deliverable carries six composite scores: CRO, UX, SEO, Trust, Mobile, Brand (0-100 each, plus a weighted composite).
Why this is in mkdocs¶
These audits are living documents — not one-off reports. We re-score each site quarterly, track which recommendations were shipped, and measure actual revenue lift against the estimates. The mkdocs site gives us:
- Side-by-side comparison across the portfolio
- Version-controlled history (git-tracked alongside the rest of strategy)
- Searchable knowledge base for patterns that work across multiple sites
- Single source of truth for which optimizations have been shipped where
Cross-references¶
- Implementation tracking: see Brandon-Action Items for items moved from any audit into the active work queue.
- Decision history: see Decision Log for prioritization decisions made on the audits.
- People: audits are reviewed in the weekly Brandon ↔ WDM sync (when WDM role is active).