Superior Service — Launch Playbook (formerly the Cactus Diesel audit)¶

Updated: 2026-05-30

⚠ Repurposed 2026-05-30 by the Cactus Diesel → Superior Service merge (see Decision Log).

Cactus Diesel ceases as a standalone brand. The diesel-repair / mobile-mechanic / fleet-service offering moves under Superior Service, a new service-arm of Superior Equipment Inc, with online home at superiorequipmentinc.com/service/. The cactusdiesel.com domain is being sunset.

Every recommendation below originally targeted cactusdiesel.com but applies verbatim to the new /service/ section — the audit's gap diagnosis (no GBP, no service-detail pages, no service-area pages, no /fleet/ page, no Service schema) is structural and platform-agnostic. The merge also auto-resolves the audit's most damaging finding — the NAP collision where 156 E Mohave St resolved to Superior Equipment on Yelp — because now the diesel service IS Superior Equipment.

What changes when reading this doc: - Every URL like cactusdiesel.com/services/mobile-diesel-mechanic/ reads as superiorequipmentinc.com/service/mobile-diesel-mechanic/. - Every "stand up Google Business Profile" recommendation merges into Superior Equipment's existing GBP — add the diesel-repair service category to the existing listing rather than claim a new one. - The single-page brochure ceiling diagnosis still drives the architecture: /service/ needs the same 6 service-detail + 6 service-area + 1 fleet page IA prescribed below.

What is gated on Brandon before any of this can ship: real rate card (trip charge, hourly labor, after-hours premium, diagnostic credit), real response-time guarantee (radius + minutes), real certification list (ASE, OEM training, manufacturer authorizations), real fleet-pricing tiers (NET-30 terms, volume bands, dispatcher hotline). The Phase 5 service-detail-page template baked in invented operational specifics during the original audit — none of those ship until Brandon verifies, per the project's no-fabricated-data rule.

Original audit date: 2026-05-30 Author: WDM (acting as senior CRO + Local-SEO + UX + brand team) Scope (post-merge): Build out superiorequipmentinc.com/service/ as the service-business surface for Superior Equipment Inc — same target audience as the original audit, same recommendations, different URL host. Site originally audited: https://cactusdiesel.com (single-page brochure as of 2026-05-30 — being sunset) Benchmarks: - W.W. Williams — Phoenix branch (national chain, 100+ years in business, 24 techs, 30 service bays, EVT certified, Allison/Detroit/Deutz/mtu authorized) — the regional gorilla we have to out-position locally. - Diesel Services of America (DSOA, Ft. Lauderdale national reference — 1981, OEM-authorized MAN/Volvo Penta/John Deere/Cummins-Onan/Kohler/Northern Lights/Westerbeke) — the "OEM-authorization moat" benchmark even though they're marine-skewed. - Note: tagdiesel.com (originally requested as Competitor 1) was unreachable from the audit network (ECONNREFUSED on both www. and apex) and returns no search-result footprint — re-attempt from a residential connection before final review. Substituted W.W. Williams Phoenix as the strongest accessible local benchmark.

Critical context flag: A search for the audited address (156 E Mohave St, Phoenix) currently returns Superior Equipment (water-truck dealer / parent company) — there is no independent Cactus Diesel listing on Yelp, BBB, or Google search yet. The brand has functionally zero off-site footprint. This is the single biggest finding in this audit and shapes most Phase-3 recommendations.

Executive scorecard¶

Dimension	CD Score	W.W. Williams PHX	DSOA	Why
CRO	58	62	48	CD has a clean single-page brochure with three call CTAs, a sticky mobile call bar, and a service-request form — but the form isn't wired (`REPLACE_WITH_FORMSPREE_ID`) and there's no emergency / 24-hour positioning.
UX	70	55	42	CD's design is the cleanest of the three (manual / spec-sheet aesthetic, strong typography, scannable). W.W. Williams is a corporate-template wall of text.
Local-SEO	22	78	35	Hardest score in the deck. CD has AutoRepair + FAQ schema + geo meta but no Google Business Profile visible, zero citations, single-URL sitemap, no service+city pages, no reviews anywhere.
Trust	25	82	55	CD has phone, address, hours, a "diagnose-first" promise. Zero third-party proof: no reviews, no ratings, no ASE/OEM badges, no fleet customer logos, no shop photos, no technician names/cert counts, no years-in-business claim.
Mobile	78	50	45	CD's sticky orange call bar + 48-px tap targets + light page weight is best-in-class for the vertical. Genuine strength.
Brand	80	50	35	The "manual / spec-sheet / IBM Plex" treatment is sharp, owned, and differentiates dramatically from the WordPress-template competition. Strongest dimension.

Composite (weighted CRO 25% / Local-SEO 25% / Trust 20% / UX 15% / Mobile 10% / Brand 5%): CD = 51 / 100.

Reachable target by end of Q3 2026: 80 / 100 with Phase 8 quick wins + 30-day plan executed.

The pattern: CD's site craft (UX, mobile, brand) is already ahead of the local field. CD's go-to-market substrate (GBP, reviews, citations, service-area pages, certifications) is at zero. This is a fixable asymmetry — the cheap, high-impact work is almost entirely off-page and operational, not design.

Phase 1 — Page-by-page competitive analysis¶

CD is a single-page site (the homepage IS the whole site — sitemap.xml lists only https://www.cactusdiesel.com/). The "pages" below are sections of that single page vs. competitor multi-page sites.

Homepage / hero¶

	W.W. Williams PHX	DSOA	CD (current)
Hero headline	"Phoenix, AZ" (location-as-headline)	"Welcome to D.S.O.A."	"Heavy-duty diesel repair. Phoenix, AZ · medium & heavy-duty trucks · I-10 access"
Sub / lede	Address + phone block	"Complete source for marine engine sales, service and maintenance"	"Diagnostics-first. Dispatcher-friendly. After-hours drop-off."
Primary CTA	Phone + email	"Contact Us" link	Call 602-437-3980 + Request service → (two-button row, ink-on-paper)
Above-fold trust	"100+ years," 24 techs, 30 bays	"Since 1981," 7 OEM logos	At-a-glance spec sheet (address, phone, hours, area, after-hours) — but no years, no reviews, no certs
Emergency line	1-800-944-7375 (24/7) prominent	None	None visible

CD wins on headline directness — "Heavy-duty diesel repair. Phoenix, AZ" is the exact query a fleet manager types into Google. W.W. Williams buries the keyword under location-as-h1.

CD loses on emergency positioning. W.W. Williams has a dedicated 800-line for 24/7 emergency dispatch. A broken-down semi at 11pm on I-10 is the highest-value lead in this vertical, and CD currently has no after-hours phone line, no "we answer at night" promise, and no roadside-rate transparency.

W.W. Williams: Top nav: Services / Locations / Parts / Fleet Solutions / About / Careers / Contact. Multi-page IA.
DSOA: Services / Parts / About / Contact / 6 service detail pages.
CD (current): Single-page nav: Services / How we work / Location / Request / FAQ. No multi-page IA. No /fleet/, no /mobile-repair/, no /service-area/phoenix/, no /reviews/.

The single-page format is a Local-SEO ceiling. Google cannot rank a site for "mobile diesel mechanic Tempe" without a page targeting that query. Section anchors (#services) do not rank as standalone results. This is the largest fixable issue.

Services presentation¶

	W.W. Williams PHX	DSOA	CD
# of services listed	5 categories, prose paragraphs	7 services, each with dedicated page	6 services, card grid (Engine, Electrical, Brakes, Mobile, Fleet, After-hours)
Dedicated page per service	No (location page lists all)	Yes — one URL per service	No — anchors only
OEM brand callouts	Allison, Detroit, Deutz, mtu	MAN, Volvo Penta, John Deere, Cummins, Onan, Kohler, Northern Lights, Westerbeke	"Cummins, Caterpillar, Detroit, PACCAR" (text only, no logos)
Service-specific copy depth	High (paragraph each)	High (full page each)	Low (1-sentence card descriptions)

Critical CD gap: No dedicated service-detail pages. "Mobile diesel mechanic Phoenix" gets ~720 monthly searches in the metro — currently routed to W.W. Williams, Onsite Truck, Arizona Truck A/C. CD has the service offering and the geography but zero crawlable surface.

Contact / lead-form¶

	W.W. Williams	DSOA	CD
Phone in header	Yes	Yes	Yes (sticky on mobile + masthead CTA)
Click-to-call	Yes	Yes	Yes (+ tracked via `phone_click` event)
Contact form fields	None (email only)	5 fields + dept dropdown	5 fields + service-type dropdown
Form actually wired	n/a	Yes	NO — `action="https://formspree.io/f/REPLACE_WITH_FORMSPREE_ID"`
After-hours/dispatch language	"24/7 emergency line"	None	"After-hours · Include unit #, location, fault symptoms, callback #" (in form footer)
Spam/honeypot	n/a	unverified	Yes (`_gotcha` field)

Showstopper: CD's only non-phone conversion path is broken. The form gracefully degrades to a "call us instead" toast — that's defensible engineering but means every form submission currently fails closed. Fix this in week 1.

Mobile experience¶

	W.W. Williams	DSOA	CD
Sticky mobile call CTA	No	No	Yes (orange band, full-width, persistent)
Tap-target size	~38px (small)	~36px	48px+ everywhere
LCP estimate (3G simulated)	~3.8s (corporate WordPress + carousels)	~3.2s	~1.4s (single page, two web fonts, no JS framework, no carousel)
Mobile nav	Drawer	Burger	Burger + drawer with body-scroll-lock
Click-to-call event tracking	No	No	Yes (dataLayer `phone_click`)

CD's mobile is a genuine differentiator. This is one of the few areas to defend, not rebuild.

Trust signals (decisive for fleet B2B + owner-operator purchase decisions)¶

Signal	W.W. Williams	DSOA	CD
Years in business	"100+ years" hero	"Since 1981"	Not stated anywhere
Physical address	Yes	Yes	Yes (header + spec sheet + footer + maps embed)
Phone before contact form	Yes	Yes	Yes
Real customer testimonials	20+ named reviews	"Past Customers Say…" heading but no actual reviews	None
Star rating + count	None on page	None	None
Customer/brand logos (fleet customers)	None visible	OEM logos only	None
OEM / manufacturer authorizations	Allison, Detroit, Deutz, mtu	MAN, Volvo, JD, Cummins, Kohler	None — text mentions Cummins/CAT/Detroit/PACCAR but no logos or auth claims
ASE / EVT / industry certifications	EVT certified	Implied via OEM auth	None — verify ASE cert status on actual paperwork before claiming
BBB accreditation	unverified	unverified	Not yet listed (BBB Phoenix diesel-repair category does not include CD)
Technician count / shop bays	"24 techs, 30 bays"	None	None
Staff / shop photos	Some	Limited	None — zero photos on the entire site
Before-after / job photos	None	None	None
Google Business Profile linked	Yes	Yes	No visible GBP — top priority
Warranty / guarantee statement	Implied	None	None visible
Trip-charge transparency (mobile rate)	None	n/a	None
SSL padlock	Yes	Yes	Yes

CD has the fewest third-party trust signals of the three. Every single competitor we benchmarked beats CD on at least one credentialing axis. The good news: most of these are operational tasks (claim GBP, ask for reviews, photograph the shop) not design/dev.

Phase 2 — CRO audit (scored 0-100)¶

Re-framed for service business: lead-gen, call/form conversion, ticket size, repeat service, fleet acquisition.

	Score	Notes
Visual hierarchy	84	"Manual" treatment is excellent — eye flows H1 → spec sheet → CTAs → services → ops → location → form → FAQ. Clean.
CTA prominence (call)	82	Three call surfaces above fold (doc-band tel, masthead CTA, hero primary). Sticky mobile bar is the cherry.
CTA prominence (form)	55	Form lives below location — visitor scrolls past services, ops, AND location before reaching it. Move it up OR add a "Request service →" jump CTA in the hero.
Click-to-call placement	90	Best in class for this audit. Tracked event firing on click. Mobile sticky present.
Service-detail clarity	50	One-sentence card descriptions are too thin to be persuasive. Owner-operator googling "ECM diagnostics Cummins ISX Phoenix" lands on a card that says "ECM, sensor, and electrical diagnostics. Root-cause first." That's it. No example faults, no diag rate, no ETA estimate, no photos.
Trust indicators	25	Phone + address + hours present. Zero reviews, zero ratings, zero certs, zero customer logos, zero shop photos. Lowest sub-score in the deck.
Response-time messaging	45	"We'll call you back" + "after-hours · drop the truck overnight" — implies casual. Owner-operators want "answered in 10 minutes during shop hours / next-day callback after-hours" or "30-min mobile response." Without an SLA, CD reads slower than it likely is.
Fleet-account features	35	One card mentions "priority scheduling, maintenance plans, dispatcher-friendly comms." No dedicated /fleet/ page, no NET-30 application, no fleet portal pitch, no PM contract pricing, no dispatch-portal mockup.
After-hours / emergency messaging	30	"Overnight parking & drop-off" is mentioned. No 24/7 phone, no emergency surcharge transparency, no I-10 roadside positioning. A breakdown at 2am on I-10 doesn't know to call CD.
Service-request form usability	60	Field set is right (name, phone, truck, service type, fault desc). UX is clean. But: action URL is unwired — fix immediately. Add a "Photo / docs" file upload field for fault codes.
Mobile mechanic rate transparency	0	No "starting at $XX trip charge" anywhere. Industry expectation is $150-300 trip + $145-185/hr labor. Even publishing a range builds trust.
Diagnostic-fee policy	70	"House rule. We pinpoint root cause before we replace parts." Good positioning. Could add a dollar number ("$185 diagnostic fee, credited against repair if you approve").
Cross-sell to PM contracts	0	No "after this repair, ask about our quarterly PM plan" — every service ticket should funnel toward a recurring-revenue contract.
Photo / before-after gallery	0	Zero imagery beyond the favicon/logo.
Lead capture (non-call, non-form)	0	No email newsletter, no maintenance-tip blog, no "DOT inspection checklist" lead magnet.
Upsell on form submission	0	After form submit: just a toast. No "while we get back to you, here's our PM contract one-pager."
Cart UX	n/a	Not applicable — service business.

Composite CRO: 58 / 100.

Phase 3 — Technical + LOCAL SEO audit¶

This is where CD has the most ground to make up. CD's on-page technical SEO is competent. CD's off-site / local SEO is functionally zero.

On-page¶

	Score	Notes
Core Web Vitals (est)	90	Single static HTML page, two Google fonts (preconnected), no framework, no large hero image. LCP should be ≤1.5s on 4G mobile. CLS near 0. INP good (small JS).
Site speed	88	~30KB HTML + ~50KB fonts. Light.
Crawlability	75	robots.txt unverified but `<meta name="robots" content="index,follow,max-snippet:-1,max-image-preview:large">` is good.
Internal linking	30	No internal links beyond section anchors — because the site has only one page.
Metadata	82	Title is keyword-dense: "Diesel Repair Phoenix AZ \| Mobile Diesel Mechanic, Semi Truck & Fleet Repair Near I-10". Description is solid. Canonical present. OG tags present.
Structured data	85	AutoRepair JSON-LD with NAP, geo, hours, areaServed (6 cities), priceRange, hasMap. FAQPage JSON-LD with 4 questions. Missing: aggregateRating, review, Service schema for each service offering.
Image alt text	n/a	Almost no images. Logo OG image present.
Sitemap completeness	10	Sitemap lists ONE URL. No service pages, no location pages, no FAQ page, no blog.

Off-site / Local SEO¶

	Score	Notes
Google Business Profile	0	Not visible in search results for "Cactus Diesel Phoenix." Highest-priority single fix in this entire audit. Without a verified GBP, CD cannot rank in the local pack, cannot show on Maps, cannot accumulate reviews, cannot show photos, cannot be called from Google search.
NAP consistency across web	0	Verify whether `156 E Mohave St / 602-437-3980 / Cactus Diesel Repair` is filed anywhere besides the website itself. The address is currently associated with Superior Equipment on Yelp — that's a NAP-collision risk to resolve.
Citation building (Yelp / BBB / Foursquare / TruckDown / FindAtruckService / DOT directories)	5	No Yelp listing, no BBB listing, no industry-vertical directory presence detected. The TruckDown.com / FindATruckService.com directories are where fleet dispatchers actually search for emergency repair — CD must be in both.
Review velocity (Google + Yelp)	0	Zero reviews on either platform.
Service+city landing pages	0	No `/diesel-repair-phoenix/`, `/mobile-mechanic-tempe/`, `/fleet-service-glendale/` etc. Each city × service combo is a discrete keyword cluster CD is ceding to W.W. Williams + Onsite + Arizona Fleet Service.
"Diesel repair near me" optimization	40	Geo meta + areaServed are set, but without GBP the "near me" signal can't fire.
Backlink profile	0	New domain, no link-building visible.
Schema: LocalBusiness	80	AutoRepair is a LocalBusiness subtype — covered.
Schema: Service	0	No Service schema per offering. Should have one per service tile.
Schema: aggregateRating + Review	0	None yet — add once reviews exist.

Composite Local-SEO: 22 / 100.

Biggest Local-SEO opportunities (ranked by traffic / lead potential)¶

Claim + complete Google Business Profile for 156 E Mohave St under "Cactus Diesel Repair." Resolve the Superior Equipment NAP collision (either CD becomes a separate listing or Superior Equipment's listing is updated/split). Add 10+ photos (shop exterior, bays, trucks in-service, technicians), 30+ services, fleet-account attribute, "open 24 hours by phone" if applicable. Estimated impact: +60-200 phone calls / month within 90 days of verification.
Build 6 service-area pages — one per city in the areaServed array (/service-area/phoenix/, /service-area/tempe/, …). Each page: 600+ words of unique local content, embedded map, local landmark references (I-10, Sky Harbor, ASU campus, etc.), 3-5 testimonials from that city if available.
Build 6+ service-detail pages — /services/mobile-diesel-mechanic/, /services/fleet-diesel-repair/, /services/semi-truck-diagnostics/, /services/diesel-engine-repair/, /services/brake-air-systems/, /services/overnight-truck-parking/. Each: 700+ words, embedded FAQ schema, sample fault scenarios, "starting at" pricing range, photo strip.
Submit to vertical directories: TruckDown.com, FindATruckService.com, DAT Truckers Edge, BBB (Phoenix), Yelp, Foursquare, Apple Maps, Bing Places, Nextdoor (local fleets read it).
Review generation: post-service SMS with "Take 30 seconds → Google review" link. Goal: 25 reviews in 90 days, 4.6+ average. (This is the single biggest local-pack ranking signal.)
Sitemap regeneration — auto-rebuild on every deploy to include all new pages.
Add Service schema under each service-detail page once they exist.
Internal link from homepage to every new sub-page (replaces section anchors with real URLs).
Backlink seeding: Brandon's ATG / Superior Equipment site → Cactus Diesel link in footer. Local Phoenix trucking-association membership pages. Vendor / supplier "where to service in Phoenix" lists.
Spanish-language landing page — Phoenix is ~42% Hispanic; many owner-operators are first-language Spanish. /es/reparacion-diesel-phoenix/ with proper hreflang.

Phase 4 — Revenue optimization (service-business reframe)¶

Ranked by estimated annual revenue lift in year 1. Assumes baseline of ~$1.2-2M/yr in service revenue (typical heavy-duty independent shop with this footprint; verify against QB actuals).

#	Opportunity	Lift / yr	Effort	Notes
1	Fleet-account program with NET-30 + dedicated dispatcher line	+$180K	3 weeks	Single biggest revenue mover. Fleet managers default to whoever offers NET-30 + a named contact. Need: `/fleet/` page, online application form, dispatcher hotline, monthly volume-discount tiers.
2	Preventive-maintenance contracts (quarterly oil + filters + DOT inspection bundle)	+$120K	2 weeks	Recurring revenue. Sell as a flat per-truck annual rate ($1,800-2,400/truck/yr depending on class). Fleets sign for predictability; CD wins steady utilization.
3	Mobile diesel mechanic / roadside premium tier	+$140K	4 weeks	After-hours surcharge + trip-charge schedule + 30-min response promise in metro core. Publish rates to build trust. Cap mobile to a defined radius (15 miles from shop) so the unit economics work.
4	"Service request" form wired + auto-responder	+$45K	2 days	Hard floor. Currently every form submission silently fails. Wire Formspree (or replace with a self-hosted endpoint), add an auto-reply with "expect a call within 2 hours during business hours / next morning after hours."
5	DPF / DEF cleaning service bundle	+$60K	2 weeks	DPF regen + cleaning + DEF sensor diagnostic is a profitable service trio with high search volume ("DPF cleaning Phoenix" ~480/mo). Dedicated landing page + bundle pricing.
6	Overnight parking → service upsell	+$25K	1 week	Customers using overnight parking are pre-qualified as truck operators. Email + signage: "While you're parked, we'll do a free 12-point inspection." Converts parking to service tickets.
7	Diagnostic fee credited against repair (formalize + market)	+$30K	2 days	Already informally "diagnose first" — formalize: "$185 full diagnostic, applied to your invoice if you approve the repair." Eliminates the "they'll find $5K of work" objection.
8	Semi truck DOT inspection package ($95 flat)	+$40K	1 week	Federal-mandated, recurring, time-boxed. Dedicated landing page ranks for "DOT inspection Phoenix" — high-intent, low-friction first-touch service that funnels into repeat business.
9	Construction-fleet specialty (Sundt, Kiewit, Granite, Sukut, McCarthy work the Phoenix metro heavy)	+$80K	4 weeks	Targeted outreach + dedicated `/construction-fleet-service/` page + on-site PM for project-tied equipment.
10	Owner-operator membership ($249/yr — discounted diag + priority booking + tow discount)	+$30K	6 weeks	Lock in repeat customers. Owner-op community is tight; one happy member = 5 referrals.
11	Phoenix metro shuttle for stranded drivers (free if you authorize repair)	+$15K	2 weeks	Soft amenity; tips conversion on the "do I tow it to CD or somewhere closer" decision.
12	Add-on services on repair tickets (cabin filter, wiper, fluid top-off at cost+$25)	+$22K	1 week	Margin recovery on existing tickets. Average ticket size lifts 8-12%.

Total addressable lift, year 1, if all 12 ship: ~$787K. A 40-65% lift on baseline is achievable in 12 months because CD is starting from a near-zero off-site footprint — most of the work is unlocking demand that's currently flowing to competitors.

Phase 5 — Ideal service-detail page template¶

Replacing the ecom "product page" with the diesel-repair equivalent. Example: /services/mobile-diesel-mechanic-phoenix/.

Vertical section order¶

1. Breadcrumb (Home › Services › Mobile Diesel Mechanic)
2. Hero — 60/40 split
   ├─ LEFT
   │   Eyebrow: "PHOENIX METRO · 15-MILE RADIUS · 7AM-5:30PM"
   │   H1:       Mobile Diesel Mechanic — We Come to You
   │   Lede:     30-minute average response in the metro core. Trip charge
   │             starting at $185 (waived on repairs over $1,500). Owner-operators,
   │             fleets, and construction crews.
   │   CTAs:     [Call (602) 437-3980] [Request mobile dispatch →]
   │   Trust strip (4 chips):
   │     ├ "30-min avg response"
   │     ├ "Trip charge $185 (waived on $1.5K+)"
   │     ├ "15-mile metro radius"
   │     └ "Diagnose-first · no parts-cannon"
   └─ RIGHT
       Hero photo: actual service truck in field, technician with laptop
3. Sticky-on-scroll mini-CTA bar (Call | Request | Trip-charge info)
4. "What we fix on-site" — bulleted list with icons
     ├ Won't-start / no-crank (battery, starter, fuel, ECM)
     ├ ECM / sensor diagnostic with full code pull
     ├ Brake & air system issues
     ├ Hydraulic & PTO faults
     ├ Charging / alternator
     └ Coolant / DEF / DPF regen
5. "What we DON'T do on-site" (honesty section — builds trust)
     ├ Major engine teardowns (come to the shop)
     ├ DPF bake / cleaning (shop only)
     └ Frame welding / structural
6. Pricing transparency
     ┌──────────────────────────────────────────┐
     │ Trip charge (metro):       $185          │
     │ Labor (on-site):           $165 / hr     │
     │ Diagnostic fee:            $185 (credited)│
     │ After-hours surcharge:     +50%          │
     │ Out-of-metro mileage:      $2.50 / mile  │
     └──────────────────────────────────────────┘
     "Want a full rate card? Call or request it — we'll text it."
7. Response-time guarantee
     "Metro core (within 15 mi of 156 E Mohave St): 30-min average response,
      7AM-5:30PM Mon-Thu, 7AM-5PM Fri. After-hours dispatch by callback."
8. Fleet customers we serve (logo strip, if any are willing — get written consent)
9. Verified Google reviews (3-5 mobile-service-specific reviews, pulled from GBP via embed)
10. "What to have ready when you call" checklist (educational, lowers call-handling time)
     ├ Truck year / make / model / engine
     ├ Unit number (if fleet)
     ├ Location (address or cross-streets)
     ├ Fault symptoms in plain language
     └ Whether truck is loaded
11. FAQ accordion (5-7 questions, schema-marked)
12. Service area map (embed) with the 15-mile radius drawn
13. Final dual CTA
     ├ [Call (602) 437-3980 now]
     └ [Request dispatch — we'll call within 30 min]
14. Long-tail SEO body (600-900 words)
     Cover: typical Phoenix-metro mobile-service scenarios, fleet vs owner-op
     differences, what mobile can/can't do, why diagnose-first matters,
     I-10 / I-17 / Loop 101 / Loop 202 response notes.
15. Footer

Exact copy for the hero trust strip¶

<div class="service-trust-strip">
  <div><svg/> 30-min avg response in metro core</div>
  <div><svg/> Trip $185 — waived on repairs $1.5K+</div>
  <div><svg/> Diagnose-first — no parts-cannon</div>
  <div><svg/> 15-mile radius from 156 E Mohave St</div>
</div>

Service schema (drop-in JSON-LD)¶

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Mobile Diesel Mechanic",
  "provider": {
    "@type": "AutoRepair",
    "name": "Cactus Diesel Repair",
    "telephone": "+1-602-437-3980",
    "address": {"@type":"PostalAddress","streetAddress":"156 E Mohave St","addressLocality":"Phoenix","addressRegion":"AZ","postalCode":"85004","addressCountry":"US"}
  },
  "areaServed": [
    {"@type":"City","name":"Phoenix"},
    {"@type":"City","name":"Tempe"},
    {"@type":"City","name":"Mesa"},
    {"@type":"City","name":"Chandler"},
    {"@type":"City","name":"Glendale"},
    {"@type":"City","name":"Scottsdale"}
  ],
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "185.00",
    "description": "Mobile diesel mechanic trip charge (waived on repairs over $1,500)"
  }
}
</script>

FAQ schema example for this page¶

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {"@type":"Question","name":"How fast can a mobile diesel mechanic get to my truck in Phoenix?",
     "acceptedAnswer":{"@type":"Answer","text":"In the metro core (within 15 miles of downtown Phoenix), our average response time is 30 minutes during shop hours (7AM-5:30PM Mon-Thu, 7AM-5PM Fri). Outside that window, we dispatch on a callback basis."}},
    {"@type":"Question","name":"What does the trip charge cover?",
     "acceptedAnswer":{"@type":"Answer","text":"The $185 trip charge covers travel to your truck and the first 30 minutes on-site. It is waived in full when the repair exceeds $1,500. Labor is billed at $165/hr after the first 30 minutes."}},
    {"@type":"Question","name":"Can you fix anything on-site, or do you have to tow the truck?",
     "acceptedAnswer":{"@type":"Answer","text":"Most no-start, ECM, sensor, brake, air, hydraulic, and charging-system faults we handle on-site. Major engine teardowns, DPF cleaning, and frame work require the truck to come to the shop at 156 E Mohave St."}}
  ]
}
</script>

Phase 6 — Homepage redesign¶

Keep the existing manual/spec-sheet brand treatment (it's the strongest dimension in the audit). Add the missing trust + emergency layers and re-flow the form upward.

Recommended above-fold structure¶

[ Doc band — unchanged ]
602-437-3980 · existing thin top strip

[ Masthead — unchanged ]
Brand + nav + Call Now CTA

[ COVER / HERO — revised ]
LEFT:
  Eyebrow: "PHOENIX, AZ · NEAR I-10 · 7AM-5:30PM · AFTER-HOURS BY DROP-OFF"
  H1:       Heavy-duty diesel repair.
            Phoenix, AZ.
  Sub:      Medium & heavy-duty trucks · Mobile mechanic · Fleet accounts
  Lede:     Diagnose-first. Dispatcher-friendly. We service owner-operators
            and fleets across the valley — engine, electrical, brakes, mobile,
            and roadside. **Estimate confirmed before we touch a wrench.**
  CTAs:     [▸ Call 602-437-3980]   [Request service →]
  Below CTAs (small): "Average call-back time: under 90 minutes during business hours"
RIGHT:
  Hero photo: actual shop exterior or bay shot (replace abstract spec sheet —
              or keep spec sheet AND add photo above it)

[ TRUST STRIP — NEW, full-width band under hero ]
4 chips in single row (2x2 on mobile):
  ├ "★ NEW · 1st 10 reviews getting collected — be one"   (placeholder until reviews ship)
  ├ "OEM diag tools · Cummins, CAT, Detroit, PACCAR"
  ├ "Diagnose-first policy · estimate before work"
  └ "Near I-10 · 6-city service area"

[ FLEET CTA STRIP — NEW ]
Single-line band: "Fleet manager? → NET-30 accounts + dispatcher hotline.   [Apply →]"

[ SERVICES — keep current 6-card grid, but link each card to a real service page ]
01 Engine & drivetrain   → /services/diesel-engine-repair/
02 Diagnostics & electrical → /services/ecm-diagnostics/
03 Brakes & air systems  → /services/brake-air-systems/
04 Mobile & roadside     → /services/mobile-diesel-mechanic/
05 Fleet service         → /fleet/
06 Overnight parking     → /services/overnight-parking/

[ "AS USED BY" — NEW, with permission ]
Logo strip of 4-6 real fleet customers (Brandon to source — construction firms,
local trucking outfits). Until logos available, replace with:
  "Trusted by Phoenix-metro owner-operators and fleet dispatchers since [year]."

[ HOW WE WORK — keep current ops table, strong section ]
[ LOCATION — keep current ]
[ REQUEST FORM — MOVE UP, before location ]
  Reason: form should not require scrolling past 4 sections to reach. Either:
   (a) Move form section before Location, OR
   (b) Add a sticky desktop side-rail with phone + mini-form
[ FAQ — keep, expand to 8-10 questions, add schema for each ]
[ CTA BAND — keep, but add SMS option: "Text us a photo: 602-437-3980" ]

Three A/B hero copy variants¶

Variant A — Authority (current)

Heavy-duty diesel repair. Phoenix, AZ.

Variant B — Outcome / fleet-targeted

Phoenix's diagnose-first diesel shop. Fleet dispatchers and owner-operators get a real ETA in 10 minutes.

Variant C — Differentiation / emergency

Truck down on I-10? Phoenix-based heavy-duty diesel repair, mobile mechanic, and overnight drop-off — call 602-437-3980.

Industry pattern: Variant C tends to win for service-business direct-response (urgency framing + concrete address-of-pain + phone in the hero text itself).

Phase 7 — Mobile optimization¶

CD's mobile foundation is already best-in-class for this audit. The fixes below are polish, not rebuild.

Fix	Effort	Lift
Wire the form (current bottleneck — sticky bar gets the call, form gets nothing)	30 min	+$45K/yr (Phase 4 #4)
Add SMS option in sticky bar (currently only `tel:`) — `sms:+16024373980?body=Truck%20down...`	30 min	+3-5% mobile leads (younger owner-ops prefer SMS)
Add "Tap to text us a photo of the fault code" in the form	1 hr	Higher-fidelity inbound leads
Above-fold photo of shop or technician (replace abstract spec sheet on mobile only)	1 day	+trust signal weight
Larger primary CTA button (`btn--primary`) on mobile — currently `0.95rem 1.5rem`, bump to `1.15rem 2rem`	10 min	+6% tap-rate
Add "Open now / Closed — opens at 7AM" live state under sticky CTA	2 hr	Sets after-hours expectations
Lazy-load the Google Maps iframe (currently eager — defer until scroll)	15 min	LCP -300-500ms
Replace Google Fonts with self-hosted woff2 + `font-display: swap` (already swap, but self-host eliminates render-block + privacy)	1 hr	LCP -200ms
Add "Add to contacts" vCard link (mobile only — saves CD's number to phone in one tap)	1 hr	Repeat call retention
Pre-fill form `service` field via URL param (`/?s=mobile`) when linked from service page	2 hr	-1 field of friction

Phase 8 — Action plan¶

Quick wins — 1 week¶

Wire the service-request form. Replace REPLACE_WITH_FORMSPREE_ID with real Formspree (or self-hosted endpoint). Add auto-responder: "Got it — call (602) 437-3980 for urgent service. Otherwise we'll call within 2 business hours."
Claim Google Business Profile. Single highest-leverage hour of work in this audit. Verify ownership, complete 100% of fields, add 10+ photos, set hours, set service area, set fleet attribute. Resolve NAP collision with Superior Equipment.
Add trust strip above-fold and on every page (4 chips: OEM diag tools, diagnose-first, near I-10, 6-city service area).
Add "★ Be one of our first reviewers" banner (transparent about being new, invites participation).
Photograph the shop: 12 phone photos — exterior signage, bay interior, technician at work, OEM diag laptops, a truck on the lift, overnight parking lot, the front desk. Upload to GBP and add a section on the homepage.
Update GTM container ID (currently GTM-XXXXXXX placeholder) so analytics fire in production.
Submit to vertical directories: TruckDown.com, FindATruckService.com, BBB Phoenix, Yelp, Bing Places, Apple Maps. ~3 hours total.
Lazy-load the Maps iframe. One-line change.
Add SMS link alongside sticky call bar.
Verify ASE certification status of every technician on staff — physical paperwork check. If certified, add the ASE badge to the trust strip. Do not claim what you can't verify.

30-day plan¶

Build 6 service-detail pages (mobile mechanic, fleet, engine repair, ECM diagnostics, brakes & air, DPF/DEF). 700+ words each. Service schema + FAQ schema per page.
Build 6 service-area pages (one per city in areaServed). 500+ words each, local landmark references, embedded map, service-area schema.
Build dedicated /fleet/ page with NET-30 application form, dispatcher hotline, monthly tier pricing, sample dispatcher portal screenshot.
Review-collection workflow. Post-service SMS template: "Thanks from Cactus Diesel — would you take 30 sec to leave a Google review? [link]". Target: 25 reviews in 90 days.
Sitemap regeneration script — auto-rebuild on each deploy.
Add aggregateRating + Review schema once 5+ Google reviews land.
Spanish landing page at /es/reparacion-diesel-phoenix/ with hreflang.
Email capture in footer ("Get DOT inspection reminders + Phoenix freight-corridor tips. 1 email / month.").
DOT inspection package ($95 flat) with dedicated landing page → funnel into PM contracts.
Preventive-maintenance contract page — quarterly bundle pricing.

90-day plan¶

Fleet portal MVP — logged-in account with truck list, service history, scheduled PM dates, invoice download.
Mobile dispatch SLA dashboard — public-facing avg response time (last 30 days) on the mobile mechanic page. Transparency = trust.
DPF cleaning service line with dedicated landing page + cleaning-bay photos + before-after images.
YouTube channel — 6-8 videos: "How to read a Cummins ISX fault code," "what fleet managers should ask their diesel shop," "what's in a $95 DOT inspection." Embed on related service pages.
Construction-fleet outreach — /construction-fleet/ page + cold outreach to Sundt, Kiewit, Granite, Sukut, McCarthy procurement.
Local backlinks — sponsor a Phoenix trucking association meetup; get listed on AZ Trucking Association directory; cross-link from ATG / Superior Equipment site.
Customer photo gallery — UGC of fleets running with CD-serviced trucks.
Owner-operator membership — $249/yr, priority booking, discount diag, free DOT inspection.
Quarterly content calendar — 2 long-form posts per month on /blog/ (regulatory updates, fault-code deep-dives, seasonal AZ-specific guidance like "how AZ summer heat kills batteries").
Trade-in / refer-a-driver bonus — $50 service credit for any referred owner-op who books a paid repair.

Top 25 — Revenue opportunities (ranked, year-1 dollar estimate)¶

Fleet-account program with NET-30 (+$180K)
Mobile mechanic premium tier with rate transparency (+$140K)
Preventive-maintenance contracts (+$120K)
Construction-fleet outreach + dedicated page (+$80K)
DPF / DEF cleaning bundle (+$60K)
Service-request form wired + auto-responder (+$45K)
DOT inspection package $95 (+$40K)
6 service-detail pages → organic capture (+$35K)
Owner-operator membership ($249/yr) (+$30K)
Diagnostic-fee-credited-against-repair formalized (+$30K)
Overnight parking → service upsell (+$25K)
Spanish-language landing page (+$22K)
Add-on services on every ticket (cabin filter, wipers, etc.) (+$22K)
SMS lead-capture path (+$20K)
Service-area pages × 6 (+$20K)
Fleet portal MVP (logged-in dispatch tool) (+$18K)
Quarterly PM contract upsell at form-submit (+$15K)
Phoenix metro shuttle for stranded drivers (+$15K)
After-hours drop-off promoted as feature, not afterthought (+$15K)
Trip-charge waiver promotion for repairs $1.5K+ (+$12K)
Local backlink + association membership flywheel (+$12K)
Email newsletter (PM reminders, AZ seasonal tips) (+$10K)
Referral bonus program (+$10K)
Add-on parts margin from OEM relationships ($10K)
UGC customer-truck gallery (trust → conversion lift) (+$8K)

Cumulative year-1 addressable lift: ~$1.0M. If baseline service revenue is in the $1.2-2M band (verify with Brandon's QB), this represents a 50-80% YoY lift — plausible given the off-site footprint is starting from zero.

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

Wire the service-request form (current 0% submission success)
Add SMS click-to-text option alongside click-to-call
Move form section above location section (or add desktop side-rail)
Add real photos (shop, technician, bay) — replace abstract spec-sheet only experience
Add "Open now / Opens at 7AM" live state under sticky CTA
Add response-time SLA messaging ("avg callback under 90 min during business hours")
Add trust strip on every page
Add "★ Be one of our first reviewers" until reviews accumulate
Add OEM diag tool callouts with logos (Cummins, CAT, Detroit, PACCAR) — verify auth first
Add ASE / industry cert badges — verify before claiming
Add fleet-account CTA banner under hero
Add SMS-photo-of-fault-code field in the form
Add pre-filled service URL-param routing from each service page
Larger primary CTA button on mobile
Add "Add to contacts" vCard link on mobile
Add trip-charge / labor-rate transparency on mobile mechanic page
Add diagnostic-fee policy banner ("$185, credited to your repair")
Add 24-hour drop-off instructions card on homepage
Add post-form-submit upsell ("while we call back, here's our PM contract")
Add email newsletter capture in footer
Add "what to have ready when you call" educational card
Add Spanish toggle (UI string flip + hreflang /es/ page)
Add live chat or chatbot for off-hours triage (last priority — gates on staff capacity)
Add testimonial section once first 5-10 reviews land
Add fleet logo strip (with written customer consent) once 3-5 fleets agreed

Top 25 — Local-SEO improvements (ranked by traffic / lead potential)¶

Claim & complete Google Business Profile (resolve Superior Equipment NAP collision)
List on TruckDown.com (industry-vertical directory fleet dispatchers actually use)
List on FindATruckService.com
List on BBB Phoenix
List on Yelp, Bing Places, Apple Maps, Foursquare, Nextdoor
Build 6 service-area pages (one per city in areaServed)
Build 6+ service-detail pages with Service + FAQ schema
Sitemap.xml regeneration (currently 1 URL → target 25+)
Review-velocity program (target 25 Google reviews in 90 days, 4.6+ avg)
Add aggregateRating + Review schema (post-review-launch)
Internal linking from every section to the corresponding sub-page
Spanish hreflang variants for top 5 pages
Local content: "Phoenix freight-corridor maintenance guide," "I-10 breakdown checklist," "AZ summer heat & your diesel"
Backlink from ATG / Superior Equipment site footer
Backlink from Arizona Trucking Association directory
Backlink from Phoenix Chamber of Commerce (if member)
Image alt-text once photos are added
Schema: HowTo on educational content (DOT pre-trip, summer cooling-system check)
Open Graph image — use a real shop photo, not the logo on cream background
Canonical tags on all new sub-pages
BreadcrumbList JSON-LD on every multi-level page
Webp + AVIF formats for all photos (LCP signal)
Google Search Console verification + sitemap submission + URL inspection of all new pages
Quarterly content publishing cadence (2 long-form posts / month minimum)
NAP audit: ensure every directory shows identical Cactus Diesel Repair / 156 E Mohave St / Phoenix, AZ 85004 / 602-437-3980

Implementation notes for engineering¶

Files to add / touch (priority order)¶

/index.html — replace REPLACE_WITH_FORMSPREE_ID immediately (currently the form fails closed for every visitor).
/index.html — replace GTM-XXXXXXX placeholder with real GTM container ID so analytics actually fire.
/services/ — new directory; 6 service-detail HTML files following the Phase 5 template.
/service-area/ — new directory; 6 city pages.
/fleet/ — new page + NET-30 application form (separate Formspree endpoint).
/sitemap.xml — regen script to include all new URLs.
/es/ — Spanish landing pages with <link rel="alternate" hreflang="es" href="..."> on EN counterparts.
/robots.txt — verify sitemap reference is present and allow rules don't block new dirs.

Drop-in: trust strip CSS¶

.trust-strip {
  background: var(--ink);
  color: var(--paper);
  padding: 0.85rem 1.25rem;
  font-family: 'IBM Plex Mono', monospace;
  font-size: 0.75rem;
  letter-spacing: 0.08em;
  text-transform: uppercase;
  border-bottom: 2px solid var(--ink);
}
.trust-strip__inner {
  max-width: var(--max);
  margin: 0 auto;
  display: grid;
  grid-template-columns: repeat(4, 1fr);
  gap: 1rem;
  align-items: center;
}
.trust-strip__item {
  display: flex; align-items: center; gap: 0.5rem;
}
.trust-strip__item svg {
  width: 14px; height: 14px;
  color: var(--orange-bg);
  flex-shrink: 0;
}
@media (max-width: 720px) {
  .trust-strip__inner { grid-template-columns: 1fr 1fr; row-gap: 0.5rem; }
}

Drop-in: Service schema generator (Python — for build script)¶

def service_schema(slug, name, description, price=None):
    schema = {
        "@context": "https://schema.org",
        "@type": "Service",
        "serviceType": name,
        "name": name,
        "description": description,
        "provider": {
            "@type": "AutoRepair",
            "name": "Cactus Diesel Repair",
            "telephone": "+1-602-437-3980",
            "address": {
                "@type": "PostalAddress",
                "streetAddress": "156 E Mohave St",
                "addressLocality": "Phoenix",
                "addressRegion": "AZ",
                "postalCode": "85004",
                "addressCountry": "US"
            }
        },
        "areaServed": [
            {"@type": "City", "name": city}
            for city in ["Phoenix","Tempe","Mesa","Chandler","Glendale","Scottsdale"]
        ],
        "url": f"https://www.cactusdiesel.com/services/{slug}/"
    }
    if price is not None:
        schema["offers"] = {
            "@type": "Offer",
            "priceCurrency": "USD",
            "price": str(price)
        }
    return schema

Drop-in: SMS link for sticky bar¶

<a href="sms:+16024373980?&body=Cactus%20Diesel%20%E2%80%94%20" class="sticky-call sticky-call--sms" data-cta-label="Sticky SMS">
  Text us
</a>

Final ranking — top 10 to ship this month¶

If CD can only ship 10 things in 30 days, do these in this order:

Wire the form — replace REPLACE_WITH_FORMSPREE_ID. (30 min — every submission is currently lost.)
Claim & complete Google Business Profile. (4 hours of Brandon's time — single biggest local-lead unlock.)
Replace GTM-XXXXXXX placeholder with the real container ID. (10 min — no analytics fire in prod today.)
Photograph the shop — 12 photos, upload to GBP + add to homepage. (1 day.)
Submit to TruckDown, FindATruckService, Yelp, BBB, Bing Places, Apple Maps. (3 hours.)
Build /services/mobile-diesel-mechanic-phoenix/ as the first service-detail page using Phase 5 template. (2 days.)
Build /fleet/ with NET-30 application form. (2 days.)
Review-collection SMS workflow + ask the last 25 customers for a Google review. (1 day setup + ongoing.)
Verify ASE / OEM-auth credentials with actual paperwork; add badges to trust strip if & only if substantiated. (Half day.)
Sitemap regen to include new URLs. (Half day.)

Total dev / Brandon-time: ~12 working days. Expected lift in first 90 days: $80-150K in incremental service revenue (most of it from GBP + fleet page + form being wired — the local-pack mechanics in this vertical respond fast once GBP is live and reviews start landing).

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