Merchants Fleet
Merchants Fleet | Website
Scope
Overview
Merchants Fleet, a national leader in innovative fleet management solutions (and a longtime Vital digital marketing client), came to us with a big ask: To refresh their existing website to reflect their updated brand and simplify an overly complex user experience. With hundreds of outdated or redundant pages, the site had grown unwieldy, creating friction for users and content managers alike.
Our mission: Bring clarity, modernity, and functionality to a site that needed all three, while honoring the depth and breadth of Merchants’ services.
Smoothing Out the Bumps
At its core, this project was about two things: smart simplification and universal brand alignment.
Following a recent rebrand, Merchants needed a cleaner, more cohesive digital presence — one that not only looked great, but also made it easier for users to find exactly what they needed. The Vital team collaborated closely with the client to trim page bloat, tighten navigation, and craft fresh copy that better represented who Merchants is today.
Cutting the Clutter
Content consolidation was a major focus of this engagement, with over 292 (!) pages removed from the sitemap. The team took great care during the Discovery and Content Planning stages to ensure essential user journeys remained intact — even as the page count shrank dramatically.
This part of the project wasn’t about deleting pages with abandon. It was about thoughtful reorganization, clear messaging, and making sure every page on the site had a job to do.
Smart Tools for Smarter Solutions
One standout feature of the new site is a custom-built solution finder tool. Prominently featured on the homepage, this interactive component asks users three simple questions and delivers personalized service recommendations based on their answers, turning an overwhelming list of offerings into a streamlined, guided experience.
This kind of innovation improves usability and also supports Merchants’ lead gen and PPC strategy by connecting the right prospects with the right solutions, faster.
A Site That Works as Hard as They Do
The new Merchants Fleet website is a win on every front: cleaner branding, simplified navigation, faster access to core offerings, and easier internal maintenance. By giving both users and admins a better experience, the site now supports long-term digital marketing efforts and future scalability.
For an organization built on helping clients move forward, this streamlined, user-first website delivers the momentum Merchants needs.
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