Nichols Fleet Equipment, Inc.

Family Built. Family Owned.

Nichols Fleet Equipment, Inc. – a local, family-owned business – has been building work trucks for over 25 years. Through attention to detail and customization, they produce superior products that meet their customers’ needs.

Nichols Fleet had a dated website that wasn’t mobile-friendly. They didn’t have access to make changes to the site, and they weren’t seeing the interaction with customers they wanted online. They came to Papercut to build a new website to improve design, user experience, and online sales leads.

Their new site is responsive, meaning users have an optimized, mobile-friendly experience across devices. It encourages conversions by making it easy for visitors to request a quote or contact Nichols for additional information.

18.84 %


64.05 %


20.52 %


elliot machine works crane nichols fleet man working on crane
custom mechanics truck


Conversion Tracking

When their new site launched, Nichols didn’t have any conversion tracking in place in their Google Analytics account. Conversion tracking is crucial to understanding the effectiveness of a website as a marketing tool. We implemented tracking around important forms on their site, including the quote form, contact form, and the email newsletter signup form.

These conversions are now feeding directly into their analytics account, so they have a snapshot of user interaction with their site at their fingertips.

Ongoing Search Engine Optimization

Papercut performed keyword research and implemented foundational search engine optimization (SEO) during the website development process. SEO work has continued after the site launch and has included content development, as well as monthly reporting to keep the client apprised of trends in keyword rankings and traffic.

We have also created a new template to highlight brands and manufacturer content in an effort to drive searchers interested in those brands straight to the Nichols website.

Pay Per Click Campaigns and Custom Landing Pages

As part of Nichols’ digital marketing work, we implemented paid search campaigns for their products. To increase their quality score and clickthrough rate, we created custom landing pages for their campaigns. Each landing page has fast load times, simple content, a slim header and footer, and a contact form to maximize conversions.

“When it became time to overhaul our company’s ancient website, we knew there would be a substantial investment of time and resources to do it right, but we went into the process aiming to build one of the best sites in our industry. We talked with several companies, but after meeting with the folks at Papercut, I had no doubt they had the expertise to do just that. The Papercut team went to great lengths to understand our company, our industry, and our goals for the site. Now that our site has been up and running for a while, we continue to work with them on a monthly basis to make sure that it is getting out and in front of folks looking for our products. The Papercut team is responsive and helpful when we have issues or questions, and I view our ongoing work with them as essential to our marketing operations.”

Nick Nichols,Vice President
Nichols Fleet Equipment