American Truck Training Case Study
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Website presence in the age of Internet has long been a noted marketing opportunity for numerous types of companies. American Truck Training, a commercial driver training school, recognized that it too could benefit from a quality Web site and selected Back40Design to do the job.
“It’s just been very apparent to us with trends in marketing that there’s a great need for having a very strong presence on the Web, having a very good design and the ability to take applications through the Web,” said Lemuel Finlay, vice president of American Truck Training.
The company’s internal Web site knowledge and capabilities were no longer able to provide the type of site that would best serve its marketing needs. “The owner of the company made it very clear that he wanted all the bells and whistles, wanted the best looking site that he could possibly get,” Finlay said.
Using an employee’s recommendation of Back40Design, Finlay invited the Web designers in for a presentation and selected them to do the job shortly after. “They’re extremely professional in the way they do their presentation, their service and their expedience as far as the timeline,” Finlay said.
American Truck Training needed its Web site to have the ability to take student driver applications online, have useful content and information about the company and its courses, to be capable of advertising its four locations and possible expansion, and to stay aesthetically pleasing while doing these functions.
Back40 Design didn’t disappoint. “If somebody is looking for a well-designed Web site that can be tailor made to meet their needs, Back40 is definitely a company that can meet their needs,” Finlay said.
Dave Miller, CEO of Back40 Design, said that taking American Truck Training from a lackluster site that wasn’t meeting their needs to a site with the feel of a professional career training business was a success for his company as well as his client.
“I think there’s a real clean professional feel to it and that’s what we’re trying to bring,” Miller said. “They are providing training for people to change their lives.”
Creating the site and meeting all of American Truck Training’s needs was not without its challenges and getting the applications process working well took commitment from both sides. “We may not have been as technologically advanced and computer savvy as what we needed, but they did a good job of explaining it to us,” Finlay said.
Miller said one of his company’s most helpful contributions to the project was helping American Truck Training see their site through a user’s eyes. “They don’t know what the guy that’s just about to lose his job or the guy who wants to change careers is thinking or how he’s going to want to look at the site,” Miller said. “That’s what we brought to it was a different perspective.”
Most importantly, Back40 Design’s service created a Web site that is fulfilling the marketing role American Truck Training originally envisioned. “It’s definitely been much more beneficial, and we’ve seen a lot more business from it,” Finlay said. “We get applications on a daily basis.”
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