Truck Dealers Australia

Developed strategy and built online platform for the online business specialising in selling transport, farm and construction equipment.


Business Challenge

To become a national leader in online sales of Trucks, Farm and Construction equipment, Truck Dealers Australia needed to be an equipment listing content aggregator for multiple dealers. This model would maximise organic search, and in conjunction with AdWords campaigns, would allow them to dominate Page 1 Google search results in these segments.

The online platform needed to provide features to fulfil the needs of many stakeholders including buyers, dealers, individual sellers as well as Truck Dealers Australia themselves. The business revenue model would be achieved by driving revenue from advertising and dealer subscriptions. Evidence-based lead generation driving dealer enquires and sales would be key to success.


Truck Dealers chose The Digital Embassy as their technology partner to achieve their business goals. The partnership includes both strategic and operational activities.

Strategically, regular weekly meetings facilitate planning new goals and objectives. Operationally, the adoption of an Agile development approach enables incremental sprints to introduce features quickly. The online platform requirements called for a full custom online platform that incorporates extensive features:

  • Equipment Listings – the ability for adding, searching, enquiring about equipment
  • Auctions – bidding features, including promotional event reminder emails, auto bids
  • Find a Dealer – location based dealer directory
  • Dealer feed uploads – development of an API allowing larger dealers to automate uploads
  • Advertising – integration of Adbutler banner advertising
  • Finance – Listing finance calculator with dynamic pricing and administration broker features
  • Behaviour tracking – Extensive tracking features to capture and collate evidence based data which is communicated back to the Dealers
  • Social Media – Integration with Facebook, Twitter, Linked in and Google+
  • Analytics – Tight coupling to Google Analytics and Tag Manager to track granular events
  • SEO – Site optimised for search engines
  • PPC – Creating, managing and optimising multi-campaign groups and adverts
  • Email marketing – integration with Campaign Monitor for newsletter promotions
  • Community Engagement –WordPress Blog integration to drive return visitors
  • Servers – Management of dedicated servers provisioned through Macquarie Telecom delivering full disaster recovery redundancy and 24×7 operation.

All operations are backed by a comprehensive Service Level Agreement (SLA) that defines the response framework for support activities.

Technology and Key Benefits

Truck Dealers Australia is a truly online business. Choosing The Digital Embassy as technology partner has been instrumental in achieving success. This partnership ensures that business objectives are understood by both parties and can be implemented quickly and efficiently.

  • Site – responsive framework coded in PHP, SAAS
  • Server platform – Apache running MySQL
  • Data feeds – XML / FTP
  • Hosting – Dedicated servers provisioned by Macquarie Telecom, managed by The Digital Embassy
  • Integrations – AdButler, Stripe, SMS Broadcast, Campaign Monitor, CloudFlare
' ' Since engaging The Digital Embassy we have seen record traffic days. There has been a marked increase in leads and traffic delivering us a far greater return on investment. We couldn’t be happier. ' '

- Emma Sinclair, Truck Dealers Australia

Ready to talk about your requirements?

Phone us on 1300 375 368 for an obligation-free chat with a digital specialist about how we can help to scale up your business online.

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