Transwest website
We consolidated Transwest’s multi-division web presence into a single, high-performance platform, integrating inventory systems, streamlining workflows, and building the technical foundation for long-term growth.
About Transwest
Transwest is a national leader in transportation sales based in Denver, Colorado. They sell automotives, commercial trailers, trucks, horse/livestock trailers, and RVs (recreational vehicles) for individual and commercial use. They have a sterling reputation for trustworthiness and outstanding customer service supported by a large network of repeat customer and referral sales.
Deliverables
Reimagined information architecture
Industry-tailored faceted search
Future-oriented content
Although Transwest has a great real-life reputation, their website posed some key challenges for us to tackle together:
Muddled distinction between divisions
Each division - automotives, commercial trailers, trucks, horse/livestock trailers, and RVs, previously had its own website, and the relationships between divisions were unclear.
Lackluster search engine ranking
Despite their reputation, Transwest’s search engine ranking and online presence did not reflect their status as an industry leader.
Confusing navigation
Users were frequently lost trying to find their way through siloed division websites.
Over the last few years, we’ve helped Transwest streamline processes and improve their user experience and search engine results ranking.
Single domain strategy
A unified digital foundation was the first priority. We consolidated Transwest’s division-specific websites into a single domain architecture, assigning each business group a dedicated path within a shared ecosystem. This restructuring:
- Eliminated cross-domain fragmentation
- Strengthened overall domain authority
- Clarified relationships between divisions
- Streamlined user navigation and internal sales routing
By bringing every group under one technically cohesive structure, we created a foundation that improved both search performance and operational efficiency.
Industry-tailored faceted search experience
To update Transwest’s faceted search feature, we started by applying group-specific filters. Customers searching for a commercial trailer can now search by length, trailer hitch type, or other relevant terms. Meanwhile, those searching for RV or automotive inventory can sort by type, make, model, and more. This decreases user frustration and consolidates searches to relevant groups, thereby decreasing error and bounce opportunities.
We used Laravel’s Livewire as part of the website overhaul to allow Transwest’s faceted search to be server-side rendered. Server-side rendering enables search engines to index these pages more effectively, providing Transwest with another valuable SEO boost.
Deep dealer management system integrations
We continue to work with the extensive inventory integration demands of Transwest’s website, keeping in mind the importance of keeping live listings of available inventory at multiple locations uninterrupted.
To do this, we use various data endpoint methods (API, JSON, and XML) to pull inventory details from dealer management systems including Salesforce and Arcadium into a custom intermediary mySQL database. This database then feeds the inventory data into the new website using Laravel Eloquent ORM, which gives us the ongoing freedom to integrate existing data into the new website without sacrificing live inventory updates.
What happens if a searched item isn’t in stock?
If an item isn’t in stock, we designed and developed a soft 404 to display related in-stock items. If there’s still no inventory relevant to the user’s search, a contact form now displays, so potential buyers are never too far out of reach from a Transwest salesperson.
Inventory details pages
We created detailed inventory pages to display from faceted search or search engines. These dynamic, easily customizable pages are designed to allow potential buyers to truly envision themselves in the vehicle. FAQs and keyword-rich content, along with videos, floor plans, specifications, and images, enhance the domain authority of these pages and the Transwest site.
We also implemented structured data using the vehicle schema, which both improves the ranking of Transwest’s vehicle pages and allows inventory to display as rich results in search as product snippets. This displays photos, pricing, and top-level vehicle attributes directly in view, which increases click-through rate and provides visitors with a clear understanding of the page.
Search infrastructure & domain authority
Consolidating Transwest’s division-specific websites into a single domain dramatically strengthened their search infrastructure. Instead of distributing authority across multiple sites, all divisions now contribute to one unified domain. This consolidation
- Increased overall domain authority
- Simplified internal linking across business groups
- Reduced duplicate content risks
- Created clearer indexing pathways for search engines
With a cohesive architecture in place, search visibility improved not because of isolated content changes, but because the technical foundation supported stronger indexing and cross-group discoverability.
Performance & page load optimization
We conducted a full performance audit, eliminating duplicate queries and refactoring heavy components. Redis caching was implemented to store intensive queries, and video assets were lazy-loaded to minimize server strain.
We also used Laravel Livewire for server-side rendering of faceted search pages, improving crawlability and indexation for dynamically generated inventory results. These improvements reduced friction for both users and search engines, contributing to stronger organic growth over time.
Structured data & search enhancements
To improve how search engines interpret and display inventory pages, we implemented comprehensive structured data across product listings using vehicle and product schema.
This allowed search engines to display rich results with pricing, images, and specifications, improved indexing accuracy across dynamic inventory pages, and increased click-through rates from organic search. Rather than relying solely on metadata optimization, we strengthened the underlying data layer to improve how search engines understand content.
Future-oriented content strategy
One of the major focuses in the Transwest project has been to establish and maintain the brand as an online authority in the industry by using timely, useful, and relevant content. To add search authority to each vehicle group, we created separate blogs for each. Posts are now categorized by vehicle group and linked from the group’s different content pages to increase visibility. And the brand as a whole enjoys an SEO boost from the increased authority at the group level, thanks to the single-domain strategy.
SEO focused product pillar pages
In addition to the blog and assisting Transwest staff to update the site’s copy, we also created pillar pages for makes, models, industries, and vehicle types. These pillar pages draw in broader search audiences and cross-promote related vehicles. They include SEO-friendly FAQs, granular details about the searched topic, images, and more to entice audiences to contact Transwest’s sales team to make a purchase.
Custom, easy-to-use CMS
We built a custom content management system (CMS) on Laravel that supports easy content addition and revision to accompany the focused blog and page content creation plan we implemented.
Individual contributors at Transwest can now easily add and update their own content, adding filters, sliders, images, videos, and more.
YouTube livestream embeds
Videos are valuable from an SEO point of view, but they are invaluable for salespeople, especially when they have a customer who is considering a large purchase like an RV. So it was important for Transwest to feature video walkthroughs on pages to help both their sales team and searchability.
Using Laravel Livewire, we pull Livestream videos from Transwest’s YouTube channel and embed them onto the Transwest site in real time. This allows videos to load faster and feel more natural for users while showcasing vehicle videos and capitalizing on valuable video information from YouTube.
Data-driven UX & structural redesign
With consolidation complete, we reworked the information architecture and user experience to support scale. Using performance data and behavioral insights, we redesigned headers, footers, URL structures, and group-level navigation to create a consistent, enterprise-grade system. Each business group maintained its identity within a cohesive brand framework, reducing friction for users navigating between divisions.
The result was not just a visual refresh, but a structured environment that supports discoverability, cross-navigation, and long-term growth.
Results to date
By the Pixel has revamped Transwest’s digital presence and back-end operations through modern web and application design, intuitive user experiences, and deep integrations with dealer management and CRM systems. We continue to make changes based on new information, and we look forward to providing Transwest with the latest technological solutions that suit their business demands well into the future.
Overall organic search traffic increased almost threefold
Our initial efforts nearly tripled their organic traffic over the course of a single year, and our ongoing work continues to drive organic traffic through search results and AI citations.
230% increase in overall conversions
We helped Transwest more than double their monthly average conversions from the site (including contact form and credit application fills) and brought in more loyal customers.
14x more conversions through blog posts
Thanks to our work adding numerous valuable and rich content blog posts, we’ve brought in substantially more traffic to the Transwest website overall.
