Cactus Truck Parts — Strategic Growth Plan¶

Updated: 2026-05-30

Date: 2026-05-30 Author: WDM (acting as senior CRO + SEO + UX + brand team)

Benchmarks: vanderhaags.com (national incumbent — multi-yard heavy-duty salvage marketplace) and 4statetrucks.com (mid-size regional player — 5 warehouses, accessories-heavy, strong content/social side).

Executive scorecard¶

Dimension	CTP Score	Vander Haag's	4 State Trucks	Why
CRO	48	72	76	We have a clean catalog, FAQ schema, and an honest "Inquire" pricing fallback — but no working search bar, no live filter result counts, no reviews, no cart depth verified, and many parts list "Inquire" instead of a price.
UX	60	70	78	The Vander Haag's-pattern layout (browse dropdown + facet sidebar + recently-added strip) is correctly cloned, but every facet that isn't Manufacturer / Model / Condition is empty (Year, Engine, Style — all 0 rows).
SEO	55	68	72	Strong: Product/Offer/AutoPartsStore/BreadcrumbList/FAQPage schema everywhere, real OG tags, canonical, sitemap, bilingual hooks. Weak: thin category copy, no buying guides, no /fits/* pages populated, no cross-reference content.
Trust	44	78	80	We have a real address, real phone, real parent ("Superior Equipment / Arizona Truck Group"), and "EST. 2026" is honestly displayed. We're missing reviews, BBB, customer logos, shop photos, written warranty/return, and any third-party rating.
Mobile	68	58	72	Responsive grid stacks cleanly, lazy-loaded supabase images. Missing: sticky bottom call/cart bar, mobile mega-nav, search-by-VIN entry, hamburger labelling.
Brand	70	55	74	The saguaro mark + cactus green / sunset terra-cotta palette is a sharper brand identity than most yard-flavored competitors. "EST. 2026" hurts trust below fold; we need to lean on parent's 20-year history harder.

Composite (unweighted average of the 6 scores): CTP = 57.5 / 100.

That's mid-market. Reachable target by end of Q3 2026: 80/100 = legitimate national competitor to the incumbent.

Table of contents¶

Phase 1 — Page-by-page competitive analysis
Phase 2 — CRO audit (0-100)
Phase 3 — Technical SEO audit
Phase 4 — Revenue optimization
Phase 5 — Product page perfection
Phase 6 — Homepage redesign
Phase 7 — Mobile optimization
Phase 8 — Action plan
Top 25 — Revenue opportunities
Top 25 — Conversion improvements
Top 25 — SEO improvements
10-item ship-this-month shortlist

Phase 1 — Page-by-page competitive analysis¶

The CTP CSS literally annotates "Vander Haag's-pattern" for the Browse dropdown, the recently-added strip, the facet sidebar, and the photo-forward results grid. That layout DNA is sound. What's missing is the inventory depth, trust depth, and lead-capture depth that a national incumbent has built over decades of multi-yard salvage operations.

Homepage¶

	Vander Haag's	4 State Trucks	CTP (current)
Hero / value prop	Multi-yard salvage incumbent — "Find Parts" by Year/Make/Model is the dominant above-fold UX	"THE NATION'S GO-TO DESTINATION FOR TRUCK PARTS" + 4-pillar block (300K+ parts / 92% same-day / fitment / since 1979)	H1 "Used Heavy Duty Truck Parts for Sale" + lede about pulled-and-rated parts + phone CTA
Above-fold trust	Multi-yard footprint visible (locations strip is incumbent's main moat)	"Since 1979" + "5 Warehouses" + "180-Day Returns / No Restocking Fees" + "Best Price Guarantee"	"EST. 2026 · PHOENIX, AZ" — youth is visible, no reviews, no badges, no logos
Primary CTA	"Find Parts" search-by-vehicle (YMM)	Category tiles + Steals & Deals newsletter	Browse dropdown + 9 category tiles + per-card "Add to Cart" link
Featured products	"Recent Salvage" strip — every yard's newest pulls	Monthly Steals & Deals + Bargain Basement	"Recently added" strip pulling the latest 8 SKUs from Supabase (good — incumbent-pattern correctly cloned)
Search	Persistent search-by-vehicle (YMM) + part-number search	Top search bar (basic) + make/model/year filter dropdown	Static markup for a search bar; the input doesn't currently fire client-side autocomplete against the catalog

Critical CTP gap vs Vander Haag's: Inventory depth. They list tens of thousands of parts across multiple yards. CTP currently has ~60 SKUs (CTP-001003 through CTP-001060 in the sitemap). We will not match depth in Q3 — we need to win on photo quality, condition honesty, and Phoenix same-day pickup, not catalog size. Communicate that explicitly on every page.

Critical CTP gap vs 4 State Trucks: Trust messaging density. They put "Since 1979," "180-Day Returns," "Best Price Guarantee," and "92% Same-Day Shipping" inline on the hero. CTP has the equivalent capability (free Phoenix pickup, Goodyear Logistics freight, bilingual sales) but mentions it once in home-seo__signals below the category tiles, never above the fold.

Vander Haag's: Search-by-vehicle dominates. Category nav is secondary. Account / locations / contact persistent.
4 State Trucks: Top nav per-make (Peterbilt / Kenworth / Freightliner / International / Volvo / Other) + Shop by Category + Shop by Brand + Make-Model-Year dropdown.
CTP (current): Brand mark + EN/ES language toggle + "Browse" dropdown (server-side fallback links to 9 category pages) + search input + Cart / Email / Phone in topbar. Sub-nav row exists in CSS but not currently surfacing top-level shortcuts.

What's missing: A persistent Year / Make / Model / Engine vehicle selector. This is the dominant UX for used-HD-parts shoppers — they don't browse by category, they search by truck. Fleet techs land knowing they need a 2008 Freightliner M2 hood; they don't want to click Body → narrow → scan. They want YMM at the top.

Search¶

Vander Haag's: Search-by-vehicle + part-number + cross-reference all surface from the same search box.
4 State Trucks: Site-wide search, basic. Make-model-year filter elsewhere in nav.
CTP: Search input is rendered in the topbar (placeholder="Search by part #, cross reference, keyword") but the catalog has ~60 SKUs and no client-side search index is currently shipping autocomplete results.

This is the second-biggest UX gap (after no above-fold trust strip). Even with 60 SKUs, a working part-number / cross-reference / keyword search converts dramatically better than scrolling — fleet buyers paste OEM part numbers and expect a result page within 2 seconds.

Product pages¶

	Vander Haag's	4 State Trucks	CTP
Photos	Multiple actual-part photos per listing (incumbent's strength)	New parts — manufacturer/stock photos	1-4 real Supabase photos with thumbnail gallery (good — actual-part photography is our differentiator)
Condition	Condition rating + truck-of-origin info	New (not applicable)	"Used" badge + "Ready to ship" stock badge + `condition: UsedCondition` in schema
Price	Most listings price-displayed; some "Call for price"	Always priced; price-guaranteed	Mix of priced ($275, $600, $650, $950) and "Inquire" — the "Inquire" listings are a conversion drag
Fitment	Year/make/model + truck-of-origin link	Make/model filter at top of cat	Multi-fitment table exists in HTML but empty placeholder ("populates once SE ships parts.fits_models JSONB schema")
Specs	OEM part #, dims, weight where known	Full spec sheet (new parts)	dl/dt list with Brand / Model / Years / Category / Condition / Stock #
Reviews	None on individual parts	Aggregated Google reviews snapshot	None
Cross-sell	"Other parts on this truck" + "Similar parts"	"Frequently bought with" + "Customers also bought"	Similar items section + FBT section, both currently empty ("populates as catalog grows past 5 parts")
Trust strip	Phone + return policy + warranty	180-day returns + price guarantee	"Why buy from CTP" 4-bullet card (good content, but below the fold)
Lead capture	Call CTA + Quote form	Add to cart + Newsletter	"Call about this part" + "Email about this part" — both functional

Where CTP beats both today: photo quality is by-the-actual-part, not stock; FAQPage + Product + Offer + BreadcrumbList JSON-LD is comprehensive and clean; the "Email us a correction" affordance on every part page is a trust signal incumbents don't offer; the parent-org link ("Superior Equipment / Arizona Truck Group") gives provenance.

Where CTP loses today: ~30% of inventory shows "Inquire" instead of a price; fitment table is a placeholder; FBT/similar-items are placeholders; no reviews anywhere; no warranty / return policy on detail pages; the "Add to Cart" link on result rows actually navigates to the part page, not a cart action (verify cart.js wiring before claiming AOV-affecting features).

Category pages¶

Vander Haag's: Category landing with filter sidebar (year / make / model / condition / yard location) + grid of priced inventory.
4 State Trucks: Category landing with make/model/year filter pinned to nav + grid of priced parts.
CTP: Category pages are emitted at /category/<slug>/ for all 9 categories listed in sitemap.xml. The /category/body/ page reuses the homepage shell. Risk: category pages have a generic title + description and no category-specific content body above the grid. Google won't rank "used Freightliner M2 hood for sale" against incumbents without 300-600 words of category-specific expert content on those pages.

Mobile¶

Vander Haag's: Renders OK; tap targets adequate; no sticky call bar.
4 State Trucks: Mobile app promoted (Apple App Store + Google Play). Newsletter form prominent.
CTP: Responsive grid-template-columns: 1fr collapse at 880px is correct. Tap targets ≥40px on chips/buttons. loading="lazy" on grid images. Missing: sticky bottom Call/Cart bar; mobile-optimized YMM picker; hamburger label clarity.

Trust signals — the decisive B2B factor¶

Signal	Vander Haag's	4 State Trucks	CTP
Years in business	Multi-decade family business (footer, About)	"Since 1979" hero	"EST. 2026" (cite Superior Equipment 20+ year parent depth more aggressively)
Physical yard / address	Multiple yards listed	5 warehouses cited	"156 E Mohave Street, Phoenix AZ 85004" — listed in JSON-LD, footer, FAQ
Phone number above fold	Yes	Less prominent	Yes — `(602) 437-3980` in topbar, hero lede, FAB, footer
Real customer testimonials	Light	Google Reviews snapshot + customer photo testimonials	None
Star rating + count	Light	Yes (Google Reviews)	None
Customer / fleet logos	None visible	None visible	None — biggest cheap trust win
BBB / industry certs	Yes (multi-yard incumbents typically)	None visible	None
Shop / yard photos	Yes (per-yard)	Light	None — photograph the yard, the teardown bay, the crew
Money-back / return policy	Yes (return-to-yard)	"180-day no-restock returns" hero	None visible on detail or cat pages
Warranty messaging	"As-is" with inspection promise	Manufacturer warranty	None — used parts default needs an explicit "fits-or-refund" statement
Secure payment icons	Yes	Yes	None — Chase Merchant Services in-progress (per FAQ)
SSL padlock	Yes	Yes	Yes

CTP has the FEWEST trust signals of the three. This is the cheapest, highest-impact fix in the document. Eight items above can ship in two weeks of focused work.

Phase 2 — CRO audit (scored 0-100)¶

Dimension	Score	Notes
Visual hierarchy	72	Hero → categories → recently-added → SEO/FAQ is the right vertical order. Hero is text-only — needs a yard photo.
CTA placement	55	Three above-fold CTAs (Browse / Search / Phone). No sticky CTA. Per-part page has "Call about this part" + "Email about this part" — good. No "Reserve" or "Hold this part" CTA.
Product discovery	50	Category tiles + Browse dropdown work. Search input is non-functional today. No Year/Make/Model picker. No sort.
Search usability	15	Input visible, no autocomplete, no fuzzy match, no part-number cross-reference. Score above 0 because the input exists in markup.
Category structure	70	9 categories (Body, Engines, Drivetrain, Cooling, Electrical, Suspension, Exhaust, Interior, Water Tanks) cover the teardown surface cleanly. Water Tanks is a smart inclusion (parent-org cross-sell).
Filters	35	Manufacturer, Model, Condition surfaces. Year, Engine, Style sections are rendered but empty — bad smell.
Product information quality	70	dl/dt specs + condition badge + stock # + fitment placeholder. Inquire-only listings drop the score.
Product imagery	78	Real-part Supabase photos, gallery thumbnail nav, lazy-loading. Multi-angle present on most parts (3-4 photos typical).
Trust indicators	35	Phone, address, parent-org link present. No reviews, no logos, no policies, no badges.
Shipping messaging	45	"Free Phoenix pickup" + "Goodyear Logistics LTL freight quoted on request" in `home-seo__signals` + FAQ + per-part `OfferShippingDetails` schema. Not above the fold.
Return / warranty messaging	0	Nothing in nav, footer, detail page, or schema about returns or warranty for used parts.
Contact visibility	85	Phone in topbar, hero, every part CTA, footer, FAB. Email FAB. Part-request form.
Lead capture	45	"Submit Part Request" mailto exists. No structured part-request form. No newsletter. No quote form. No fleet account signup. No abandoned-cart capture.
Upsells	10	No "freight insurance" upsell. No "buy a matching hood while you have the cab" suggestion. FBT section is a placeholder.
Cross-sells	10	"Similar items" section exists, currently empty.
Bundles	5	No bundle SKUs (cab + hood + grille combo, drivetrain pull-set, etc.). Big used-parts margin opportunity — bundle wear-set items pulled off the same truck.
Cart UX	unverified	`/vendor/cart.js?v=20260526a` ships globally. Add-to-cart on result rows currently navigates to part detail; need to verify true cart-add wiring.

Composite CRO: 48 / 100.

Phase 3 — Technical SEO audit¶

Dimension	Score	Notes
Core Web Vitals	70	Homepage is heavy (~5500 lines incl. inline CSS) but renders fast on static hosting + Cloudflare. Supabase image URLs are CDN-served. Likely good LCP / CLS.
Site speed	78	Cloudflare Web Analytics present. Static HTML, no framework. Per-page inline CSS bloats payload — consider extracting `/site.css` for category and home (already done for part pages).
Crawlability	80	sitemap.xml present and current as of 2026-05-30; covers homepage + 9 categories + 2 brand pages + 2 fits pages + ~60 part pages. robots.txt assumed present. `meta name="robots" content="index,follow,max-snippet:-1,max-image-preview:large"` is correct.
Internal linking	50	Footer browse links, category tiles, part-page breadcrumb. No "Related parts," no "Other parts from this truck," no "More from this make." Similar-items placeholder needs to ship.
Metadata	75	Per-page title + description on home, category, brand, fits, and part pages. Part-page descriptions are formulaic — improve with year/make/model + condition + Phoenix yard.
Structured data	88	AutoPartsStore + FAQPage + BreadcrumbList + Product + Offer + OfferShippingDetails schema on the homepage and part pages. Strong.
Product schema completeness	75	Product has name, sku, image[], offers.price, availability, itemCondition, brand. Missing: aggregateRating, review[], gtin/mpn where available, hasMerchantReturnPolicy, warranty.
FAQ schema	80	Real `FAQPage` block on homepage with 6 honest Q&As. Should ALSO live on top category pages and high-value part pages.
Category SEO	35	Category pages exist and are indexable, but appear to lack 300-600 words of category-specific expert content above the grid. Google won't rank "used Freightliner M2 hood for sale" against incumbents on grid+title alone.
Brand / fitment SEO	30	`/brand/allison/`, `/brand/cummins/`, `/fits/cummins-isb/`, `/fits/allison-remanufactured/` are in sitemap but only two brand + two fitment pages exist. Should be every brand we stock + every common engine family + every chassis-year-range.
Content gaps	High	No buying guides. No "how to identify a 2008 vs 2012 Freightliner M2 hood." No teardown-of-the-week. No cross-reference / OEM-number lookup pages.
Local SEO	60	LocalBusiness-equivalent (AutoPartsStore) schema with `geo`, `address`, `openingHoursSpecification`. Google Business Profile should mirror this exactly. No Phoenix-metro service-area pages.
Bilingual SEO	50	EN/ES language toggle infrastructure present (`data-i18n` attributes, i18n.js loader). No `hreflang` tags visible on homepage; no `/es/` mirror published. Spanish-speaking Phoenix-metro fleet market is a large unclaimed segment.
Open Graph	80	OG + Twitter + product:price meta tags present and correct. OG image is the actual part on detail pages.

Composite SEO: 55 / 100.

Biggest SEO opportunities (ranked by addressable traffic)¶

Category copy depth — every /category/<slug>/ page needs 400-600 words of expert content above the grid. "What we mean by 'cabs and hoods,' how we condition-rate them, what the Phoenix yard typically stocks, year-range breakdown, common buyer questions." This alone can lift category-page rank by 1-3 SERP positions on long-tail queries.
Make / model / year fitment pages — /fits/freightliner-m2/, /fits/peterbilt-579/, /fits/international-durastar/, /fits/cummins-isx/, etc. Each is a long-tail magnet. Currently only 2 of these exist.
OEM cross-reference pages — /cross-reference/freightliner-A66-XXXX/ style. Used-parts buyers paste OEM numbers into Google constantly. We have the catalog data to map them.
FAQ schema on category and high-traffic part pages, not just homepage. Each category page gets 3-5 schema-marked FAQs.
Buying guide cluster — 5-10 long-form pieces: "How to spot rust-through on a used HD cab before you buy"; "Freightliner M2 vs Cascadia: which donor truck fits your replacement need"; "When to rebuild vs replace a Cummins ISX." Each can target 200-1000 monthly searches.
Spanish-language mirror of the top 20 part pages + top 5 category pages with correct hreflang — the Phoenix-metro Hispanic fleet/operator market is large and largely unclaimed by the incumbents.
Internal linking — populate Similar Items and FBT on every part page. Even rule-based ("other parts of the same category" or "other parts pulled from the same teardown truck") moves the needle on crawl depth and time-on-site.
GMB / Google Business Profile mirror of the on-page schema — yard hours, photos, reviews. Currently no public GBP signal can be confirmed from the on-site audit.

Phase 4 — Revenue optimization¶

Used HD parts have unique unit economics: per-pull margin is very high (a $650 hood costs only labor to pull, photograph, list), so the highest-leverage moves are anything that lifts attach rate or reduces "Inquire" friction.

Ranked by estimated annual revenue lift (assumptions noted; numbers use Baymard, Shopify, and HD-parts industry-benchmark ranges, clearly flagged as estimates):

#	Opportunity	Est. lift	Effort	Notes
1	Replace "Inquire" with a real list price on every part	est. +$60-120K/yr	1-2 weeks	Industry benchmark: priced listings convert 2-4× call-for-price listings (Baymard B2B + Shopify ecommerce 2024 reports). Set a "minimum acceptable" floor per category, even on rough cores. "Inquire" should be the exception, not the rule.
2	Working part-number / cross-reference search	est. +$80-150K/yr	2 weeks	Static JS index built at generate time from the catalog + OEM cross-reference data. Searches by part #, OEM #, year/make/model. Fleet techs paste OEM numbers — no result = lost sale.
3	Year / Make / Model picker in the topbar	est. +$50-90K/yr	1 week	Vander Haag's-pattern. Lands the buyer directly on a filtered result page for their truck.
4	Bundle by donor truck ("Buy the rest of this 2008 Freightliner M2 teardown")	est. +$40-80K/yr	3 weeks	Highest-margin upsell in used parts. If we sold a buyer the M2 hood, surface the matching cab, grille, headlights, mirrors, dash from the same VIN at a bundle discount. Margin per donor truck climbs 30-60%.
5	Structured fleet account / Net-10 signup form	est. +$60-100K/yr	1 week	FAQ already promises Net-10 to approved fleet accounts; today there's no form, just a phone call. Capture rate on fleet accounts jumps 3-5× when self-serve.
6	Reviews program — Google Business Profile + on-site widget	est. +$30-60K/yr	4 weeks	Seed with 15-25 hand-collected reviews from existing fleet customers. Industry benchmark: review-bearing product pages convert ~30-50% better (Baymard, Shopify Plus 2024).
7	Structured "Submit Part Request" form (replaces mailto)	est. +$25-50K/yr	3 days	Today's part-request flow is a `mailto:` link — most off-hours mobile users won't compose an email. 4-field form (year/make/model + part needed + ZIP + phone) posts to the same inbox.
8	Freight estimator widget (already a footer link — verify content)	est. +$20-40K/yr	2 weeks	Real-time LTL freight estimate by destination ZIP — even a rough ± 30% estimate at the cart stage removes the biggest barrier to non-Phoenix buyers. Tied into Goodyear Logistics rate logic.
9	Sticky mobile Call/Cart bar	est. +$15-30K/yr	1 day	Phone-driven business, mobile-heavy traffic. Sticky bar is the cheapest mobile CRO win in HD-parts.
10	Reserve / hold-this-part CTA (24-hour soft hold)	est. +$15-30K/yr	1 week	Used parts are 1-of-1 inventory. A "Hold this part for 24 hours while you confirm fitment" CTA captures buyers who would otherwise call competitors.
11	Spanish-language storefront mirror for top categories	est. +$25-50K/yr	4 weeks	Infrastructure (`i18n.js`, `i18n-dict.js`, EN/ES toggle) is already shipping. Need translated category + top 20 part pages + sitemap + hreflang.
12	Abandoned-inquiry email (24h + 72h follow-up)	est. +$15-30K/yr	2 weeks	Capture email at the "Email about this part" step (already exists) and trigger a check-in if no reply within 24-72h.

Total addressable estimated revenue lift from Phase 4 in year 1: ~$435-840K, assuming current revenue is in the typical first-year ecom range for a regional used-HD yard (~$1-3M). A 25-40% lift over 12 months is plausible if items 1-7 ship.

Phase 5 — Product page perfection (ideal layout for used HD truck parts)¶

Layout mockup (vertical order)¶

1. Breadcrumb (Home › Truck Parts › Body › Freightliner M2 › CTP-001054)
2. Condition + stock-status row (Used | Ready to ship | Yard: Phoenix, AZ)
3. Hero row (55/45 split)
   ├─ Left: Gallery (4-8 actual-part photos + 1 walk-around video)
   └─ Right:
      ├─ H1 (year + make + model + part)
      ├─ Stock # · OEM # (cross-reference)
      ├─ Price (large, bold) + "USD · freight quoted by Goodyear Logistics"
      ├─ Listing age + "Last in racks since:" (transparency signal)
      ├─ 3-CTA row:
      │   ├─ [Add to cart] (primary)
      │   ├─ [Hold this part 24h] (secondary)
      │   └─ [Call about this part — (602) 437-3980] (tertiary)
      ├─ Trust strip — 4 icons
      │   ├─ Free Phoenix yard pickup
      │   ├─ LTL freight quoted in 1 business day
      │   ├─ Fits-or-refund: photograph mismatch, money back
      │   └─ Pulled & graded by the teardown crew
      └─ "From this truck:" (donor-truck link → bundle page)
4. Tabbed content
   ├─ Description (year-make-model-condition narrative)
   ├─ Specs (current dl/dt table + dims + weight)
   ├─ Fitment table (real data, not placeholder)
   ├─ Condition notes (rust, glass, dents, structural)
   ├─ Shipping & pickup (Phoenix + freight estimator widget)
   ├─ Return / warranty policy ("Fits-or-refund within 14 days; misphotographed = full refund + return freight covered")
   └─ Q&A (customer-asked, yard-answered — schema-marked)
5. Photos of the donor truck (cab-still-on-frame / pulled-and-staged)
6. "Buy the rest of this teardown" bundle suggestion
   ├─ Cab (this part)
   ├─ Hood ($XXX)
   ├─ Grille ($XX)
   ├─ Headlights ($XX)
   └─ Bundle price (–10% bundle discount)
7. Similar parts (same category, same make-family)
8. Recently viewed
9. FAQ accordion (3-5 part-specific Qs, schema-marked)
10. Long-tail SEO body (400-600 words on the year-range, M2 hood common failures, why CTP)
11. Footer

Exact copy for the hero trust strip (example: CTP-001054, the 2002 Freightliner M2 Hood)¶

<div class="part-trust-strip">
  <div><svg/> Free Phoenix yard pickup — 156 E Mohave St</div>
  <div><svg/> LTL freight quoted in 1 business day (Goodyear Logistics)</div>
  <div><svg/> Fits-or-refund: photo mismatch = full refund + return freight</div>
  <div><svg/> Pulled and condition-graded by our teardown crew</div>
</div>

Exact copy for the "From this truck" donor-bundle module¶

From: 2002 Freightliner M2 · VIN-last-6 ▢▢▢▢▢▢ · pulled 2026-05-18

The same teardown produced these other listings:
[Hood — $650 — this part]
[Headlight pair — $185]
[Right-side mirror — $95]
[Aluminum grille shell — $325]

Bundle all 4 → $1,135 (save $120)  [Add bundle to cart]

FAQ schema example for a part page (drop-in)¶

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Will this 2002 Freightliner M2 hood fit my 2004 M2?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The Freightliner M2 hood casting and mounting points stayed consistent from 2002 through approximately 2007. Headlight cutouts and grille mounts changed in the 2008 facelift. Call (602) 437-3980 with your VIN or the 17-digit chassis number and we will confirm fitment before you commit to freight."
      }
    },
    {
      "@type": "Question",
      "name": "Is this hood rust-free? What is the condition?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "This hood is rated USED, ready to install. The photos in the listing show the actual hood pulled from a 2002 M2 at our Phoenix yard. Phoenix is a low-rust environment, but check the fender wells and lower nose in photos 02 and 03. If anything material isn't visible in photos, ask before you buy — we will pull a fresh photo on request."
      }
    },
    {
      "@type": "Question",
      "name": "How fast can I get it on a truck in Texas?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Free same-day yard pickup at 156 E Mohave St in Phoenix. For Texas delivery, we work with Goodyear Logistics for LTL freight; typical Phoenix-to-DFW transit is 2-3 business days at LTL rates. Request a freight quote from the part page and we'll have you a rate within 1 business day."
      }
    }
  ]
}
</script>

Phase 6 — Homepage redesign¶

Recommended structure (above-fold)¶

[ Trust strip — 4 icons, dark cactus-green band, full-width ]
"Phoenix yard · 156 E Mohave St" │ "Free yard pickup" │ "LTL freight 1-biz-day quote" │ "Bilingual · (602) 437-3980"

[ Hero — 60/40 split ]
LEFT:
  Eyebrow: "PHOENIX, AZ · PARTS PULLED BY THE TEARDOWN CREW"
  H1:       Used heavy-duty truck parts.
            Photographed and graded the day they're pulled.
  Lede:     Class 6-8 cabs, hoods, engines, drivetrain — pulled at our Phoenix
            yard, condition-rated by the same crew that did the teardown, and
            listed with real photos within 48 hours. Free pickup or freight
            quoted by Goodyear Logistics.
  YMM picker (Year / Make / Model / Engine — dropdowns) [Find parts that fit →]
  CTAs:     [Browse inventory ↓]  [(602) 437-3980 — Mon-Fri 7-5 AZ]

RIGHT:
  Hero image: Real photo of the Phoenix yard — pulled cab on the rack,
              or teardown bay with crew, or rows of pulled parts.

[ Social-proof strip ]
"Trusted by fleet operators across the Southwest"
Logo row: [4-6 actual fleet customer logos — secure permission first]

[ Star rating + count ]
★★★★★ 4.X — based on N reviews on Google [Read reviews →]

Exact homepage hero copy variants (A/B test)¶

Variant A — Authority

Used heavy-duty truck parts. Photographed and graded the day they're pulled.

Variant B — Outcome / time-to-truck

Class 6-8 truck parts in stock at our Phoenix yard. Free pickup, LTL freight quoted in one business day.

Variant C — Provenance / differentiation

The only used-HD-parts yard run by the crew that does the teardowns.

Industry data on direct-response heavy-equipment buyers suggests Variant B typically wins (~10-15% lift over A) because it leads with time-to-resolution. Run A vs B at minimum.

Recently-added strip — strengthen the current pattern¶

The existing new-items strip is correctly cloned from the Vander Haag's "Recent Salvage" pattern. Two upgrades:

Show the donor truck year/make/model above the part name on each card ("From a 2002 Freightliner M2"). Tells the buyer this is real pulled inventory, not a stocked SKU.
Replace "Inquire" cards with real prices. Every "Inquire" card on the new-items strip is a conversion drag — buyers scan for budget-fit, see no number, scroll past.

FAQ section — already strong¶

The current 6-Q FAQ (How do I get the part, condition rating, payment methods, pickup, unlisted parts, brands stocked) is honest, useful, and schema-marked. Keep this. Add 2-3 more after launch: - "Do you offer a warranty on used parts?" - "What if the part doesn't fit my truck?" - "Do you offer Net-30 / Net-10 for fleet accounts?"

Existing: About / Browse / Service / Visit. Add a 5^th column:

Resources (new): Buying guides · OEM cross-reference · Fitment lookup · Warranty & returns · Fleet accounts

Phase 7 — Mobile optimization (specific fixes)¶

Fix	Effort	Est. lift
Sticky bottom bar: [Call] [Cart] on mobile only	30 min	+5-8% mobile conversion
Make Year/Make/Model picker the first thing under the topbar on mobile	2 hr	Reduces scroll-to-find-truck friction
Increase all tap targets to 48×48 minimum (audit chip__x, gallery__thumb buttons)	1 hr	+2-4% mobile interaction success
Hide secondary chips on mobile (collapse `results-meta` to just count + sort)	30 min	Reduces visual noise
Lazy-load all part-card images below the third row on home + category	already done — verify on category pages	LCP -100-300ms
Replace inline CSS on home + category pages with extracted /site.css (already done for part pages)	3 hr	First-load size -30-50KB on cold-cache; LCP -200ms
Compress Supabase part photos to ~80-120KB WebP	2 hr (Supabase transformation params)	LCP -200-400ms on slow networks
Persist EN/ES language toggle in localStorage and surface the active flag clearly	1 hr	Spanish-speaking buyers convert higher on ES-default sessions
Add bottom-of-page Call CTA on every part page (not just header / FAB)	30 min	+3-5% on long-scroll detail pages
Verify hamburger / browse-dd menu touch behavior on iOS Safari	1 hr	One of the most common iOS regressions

Phase 8 — Action plan¶

Quick wins — 1 week (do this week)¶

Add a global trust strip above the hero (yard address, free pickup, freight 1-biz-day, bilingual phone).
Replace every "Inquire" price with a real list price (even a high "estimate from" floor). Define a minimum-price policy by category.
Sticky mobile bottom bar with Call + Cart buttons.
Wire up the topbar search input to a static client-side index of all ~60 SKUs (title + part # + brand + model + category + condition).
Replace the "Submit Part Request" mailto link with a real 4-field web form (Year/Make/Model · Part needed · Phone · ZIP) posting to the same inbox.
Add "Fits-or-refund" return-policy line on every part page + footer + a /returns/ page; mirror in hasMerchantReturnPolicy schema.
Add a /warranty/ page explaining the used-parts standard (as-pictured, photo-verified, fits-or-refund).
Photograph the yard + the teardown bay + the crew — 8-12 real shop photos. Use on home hero, About, category pages.

30-day plan¶

Build the Year/Make/Model picker in the topbar; route to filtered category pages.
Category content expansion — write 400-600 word expert content for the top 5 category pages (Body, Engine, Drivetrain, Cooling, Suspension).
Populate the parts.fits_models JSONB schema for the top 30 most-trafficked parts; render the multi-fitment table real-data.
Donor-truck bundle pages — group all parts pulled from the same VIN, render at /teardown/<vin-last-6>/, link from every constituent part page ("From this truck").
Reviews program — Google Business Profile setup + Yotpo or Trustpilot on-site widget; seed with 15-25 hand-collected fleet customer reviews.
Fleet account / Net-10 self-serve signup form at /fleet-accounts/.
Freight estimator widget — live at /freight-estimator/ (already a footer link); ties to Goodyear Logistics rate table.
Real customer logo strip in homepage social-proof band — secure permission from 4-6 existing fleet customers.
Spanish-language launch of homepage + top 5 category pages + top 20 part pages; hreflang correctly applied.
Buying guide #1: "How to inspect a used HD truck cab before you buy" (high-intent, evergreen).
Buying guide #2: "Freightliner M2 vs Cascadia: which donor for which replacement need."

90-day plan¶

Cross-reference / OEM-number lookup at /cross-reference/<oem>/ — every OEM part # in our catalog gets a landing page.
Fleet portal MVP — login, saved trucks, saved orders, account-level pricing.
Buying guides cluster — 8-10 long-form pieces (Cummins ISX rebuild-vs-replace, Allison vs Eaton-Fuller decision tree, Detroit DD15 common failures, etc.).
YouTube series — 6-10 videos: a teardown walk-through, condition-rating standards, how-we-photograph, freight-and-pickup walkthrough.
Email capture + abandoned-inquiry recovery (24h + 72h follow-ups on any part-page email-about-this-part submission with no reply).
Trade-in core program — used pump/transmission/engine in, $X off a replacement. Adds back-end revenue and supplies refurb-grade inventory.

Rank by (impact / effort):

Rank	Item	Impact	Effort
1	Replace "Inquire" with real prices	High	Low
2	Trust strip on every page	High	Low
3	Sticky mobile Call/Cart bar	Med	Low
4	Wire up topbar search	High	Med
5	YMM picker	High	Med
6	Donor-truck bundles	High	Med
7	Fits-or-refund + return policy live	Med	Low
8	Real yard photos	Med	Low
9	Fleet account form	High	Low
10	Reviews program	Med	Med
11	Category copy expansion	High	Med
12	Real fitment data	High	Med
13	Freight estimator	Med	Med
14	Spanish mirror top pages	Med	Med
15	Buying guides cluster	High	High
16	OEM cross-reference pages	High	High
17	Fleet portal MVP	High	High
18	YouTube series	Med	High

Top 25 — Revenue opportunities (ranked, estimates)¶

Replace "Inquire" with real prices on every part (est. +$60-120K/yr)
Part-number / cross-reference search wired up (est. +$80-150K/yr)
Year/Make/Model picker in topbar (est. +$50-90K/yr)
Donor-truck bundle pages (est. +$40-80K/yr)
Fleet account / Net-10 self-serve signup (est. +$60-100K/yr)
Reviews program (GBP + on-site widget) (est. +$30-60K/yr)
Structured part-request form replacing mailto (est. +$25-50K/yr)
Freight estimator widget (est. +$20-40K/yr)
Sticky mobile Call/Cart bar (est. +$15-30K/yr)
Hold-this-part 24h reserve CTA (est. +$15-30K/yr)
Spanish-language storefront (est. +$25-50K/yr — large unclaimed Phoenix segment)
Abandoned-inquiry email recovery (est. +$15-30K/yr)
Trade-in core program (est. +$20-40K/yr — back-end inventory + new attach revenue)
Buying-guide content cluster (est. +$25-50K/yr — organic traffic)
OEM cross-reference landing pages (est. +$30-60K/yr — high-intent SEO)
Customer logo / fleet-customer social proof (est. +$10-25K/yr — trust → conversion)
Yard / teardown crew photography on About + category (est. +$8-20K/yr — trust)
Warranty + returns page + schema (est. +$10-20K/yr — friction reduction)
Per-category FAQ schema + content (est. +$10-25K/yr — long-tail rank)
Bundle by category ("Cooling refresh kit" — radiator + water pump + hoses pulled together) (est. +$15-30K/yr)
Email newsletter capture (est. +$8-15K/yr)
Fleet portal MVP / saved-trucks / repeat-order (est. +$40-80K/yr after 12 months)
YouTube content engine (est. +$10-25K/yr direct, larger indirect via trust)
Phoenix-metro service-area pages (Tempe, Mesa, Scottsdale, Glendale, Chandler, Avondale) (est. +$10-20K/yr — local SEO)
Eng-of-life truck buy-back from fleets ("Sell us your dead truck — we'll pull and recycle") (est. +$30-60K/yr — supplies the funnel)

Total addressable estimated revenue lift from Top-25 in year 1: ~$650K-$1.3M (assuming current revenue is in the $1-3M range typical of regional first-year HD-parts yards; range reflects effort + market response uncertainty).

Top 25 — Conversion improvements (ranked by impact × effort)¶

Trust strip above-fold on every page
Real prices instead of "Inquire" everywhere
Sticky mobile Call/Cart bar
Working topbar search (part # / cross-ref / keyword)
YMM picker above the fold on home + category
Photos of the actual yard + teardown crew (replace illustrative SVGs on category icons with real photos)
"From this truck" donor module on every part page
"Hold this part 24h" reserve CTA on every part page
Fits-or-refund return-policy line on every detail + footer
Bottom-of-page Call CTA on long part pages
Real customer logos on home social-proof band
Reviews + stars on home + Google Business
FAQs on category + high-traffic part pages (not just homepage)
Bundle suggestion / FBT (populate the placeholder)
Similar items (populate the placeholder)
Freight estimator at cart / part page
Fleet-account form CTA in topbar + footer
Mobile YMM picker prominent
EN/ES toggle persistent across pages (localStorage)
Replace mailto: part-request with real web form
Larger CTA buttons on mobile
Stronger part-page headlines (year + make + model + part + condition + Phoenix yard)
Listing-age transparency ("In our yard since: 2026-05-18") — already markup-supported, surface it
"Last viewed by N people in the past 24h" social-proof (when traffic supports honest numbers)
Photo-zoom and lightbox on the gallery on desktop + mobile

Top 25 — SEO improvements (ranked by traffic potential)¶

Category content expansion (400-600 words on every /category/<slug>/)
Buying guide #1: "How to inspect a used HD truck cab before you buy"
Buying guide #2: "Freightliner M2 vs Cascadia donor decision"
Buying guide #3: "Cummins ISX: rebuild vs replace"
Buying guide #4: "Allison vs Eaton-Fuller transmission decision tree"
Buying guide #5: "How to read a VIN to find replacement parts"
OEM cross-reference pages at /cross-reference/<oem>/
/fits/-/ for every chassis we stock (currently only 2 exist)
/fits// for Cummins (ISB/ISC/ISL/ISX), Detroit (DD13/DD15/DD16), Cat (C-series), PACCAR
FAQPage schema on every category page (3-5 Qs each)
FAQPage schema on top 20 part pages (part-specific Qs)
Add aggregateRating + review[] schema as reviews come in
Add hasMerchantReturnPolicy + warranty to Offer schema once policies live
Add gtin / mpn / OEM-cross-reference fields to Product schema where we have them
Internal linking: "Other parts on this truck" on every part page
Internal linking: "More from this make" on every part page
Spanish-language mirror with hreflang for top 5 categories + top 20 parts
Google Business Profile mirroring on-page schema (hours, photos, reviews)
Phoenix-metro service-area pages (Mesa, Tempe, Scottsdale, Glendale, Chandler, Avondale, Goodyear, Surprise)
WebP + ~80-120KB compression on all Supabase part photos
Extract inline CSS on home + category to a shared /site.css (already done for part pages)
Open Graph image quality audit — all current OG images use the actual first part photo, which is correct; verify no data: SVG fallback leaks into category OG
Quarterly content calendar — 2 long-form pieces / month minimum
Internal link from buying guides to relevant parts and categories
Schema: LocalBusiness on every page footer (currently only AutoPartsStore on home + part pages)

Final ranking — 10 to ship this month¶

If Brandon can only do 10 things in the next 30 days, do these in this order:

Trust strip on every page (1 day) — yard address, free pickup, freight 1-biz-day, bilingual phone.
Replace every "Inquire" with a real price (2-3 days) — set a minimum-acceptable floor per category, even on rough cores.
Sticky mobile Call/Cart bar (0.5 day) — cheapest mobile CRO win in HD-parts.
Wire up the topbar search (3 days) — client-side static index over the catalog by part #, OEM #, year, make, model, category.
Year/Make/Model picker above the fold on home + category pages (3 days).
Replace mailto: part-request with a real 4-field web form (1 day).
Fits-or-refund + warranty + returns policy page + schema (1 day).
Photograph the yard, the teardown bay, and the crew — 8-12 real photos (1 day shoot + 1 day edit).
Reviews program kickoff — Google Business Profile + outreach to 10-15 existing fleet customers for first reviews (5 days, mostly outreach time).
Donor-truck bundle module on every part page (3 days) — "Buy the rest of this teardown" with linked siblings + bundle discount.

Total dev: ~15-18 days. Estimated revenue lift in first 90 days: $120-$220K (range reflects how many of the 10 fully land vs. ship-and-iterate).

— WDM (acting CRO + SEO + UX + brand strategist)