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Digital Marketing & Website Case Study for a Vehicle Rental Company

Notable project results:

  • New, high-converting website with expanded vehicle, location, & services pages
  • 43% increase in organic traffic in first 12 months
  • 53% increase in on-site conversions
  • 11:1 average paid media return on ad spend 
  • Effective emails campaigns averaging 44% open rate

City Rent a Truck


Truck, Van & Trailer Rental


In 2019, the City Rent A Truck (CRAT) team was looking for a marketing partner to come alongside them as they prepared for both regional and national growth. With localized brand recognition and considerable success under their belt, CRAT was looking to invest in a more professional image while taking advantage of multiple forms of lead generation spurred by strategic marketing.


Digital Marketing Strategy & Management

Website Development & Maintenance

SEO & Content Creation


Email Marketing

Graphic Design


First on the list was refreshing an outdated website – CRAT was ready for a new look and feel to showcase all of their rental options to their site visitors while also integrating quoting functionality for a streamlined user experience. The team was also hoping to grow its blog with content that could aid in both thought leadership and SEO initiatives.

Continued traffic to the site was also top of mind. By communicating to current and past customers via email, creating relevant, ongoing content to add to a variety of website pages, and advertising in both digital and physical spaces, CRAT was looking to entice visitors to their new and improved website and drive conversions from there.


Today, CRAT has four locations throughout Missouri and Kansas while offering nationwide delivery across the country – with eyes on opening new locations outside of the Midwest. City Rent A Truck looks to MAKE to help promote new vehicles, continue expanding their reach around the U.S, and provide partnership, guidance, and flexibility each step of the way as new goals are recognized and brought forth.

City Rent A truck


MAKE collaborated with the City Rent A Truck team to build a new, modern website, focused on seamlessly converting inbound leads by providing easy access to quotes, estimates and reservation requests.

Year over year core KPIs:

  • 53% increase in on-site conversions
  • 59% increase in traffic to locations pages
  • 172% increase in traffic to vehicle pages

Paid Media (PPC)

Targeted campaigns by both vehicle type and location to drive high quality leads to the City Rent A Truck team from Google Ads

  • Over 5,000 leads acquired since partnership began with an average cost per lead of $9
  • Average of 4,300 clicks per month and 450 monthly leads in 2022 (10% conversion rate)
  • Ongoing tracking via calls from ads, calls from site, and forms on site to showcase ROI and multichannel attribution


average monthly return on ad spend investment (ROI)


Search Engine Optimization (SEO)

Since the beginning of City Rent A Truck’s partnership with MAKE:

  • Increase of 2,800+ organic keywords ranking
  • #1 position for 100+ high business value keywords resulting in an average of nearly 4,000 monthly visits to the site
  • Ranking for over 3,000 keywords in the first five positions on Google
  • Ranking for 5,400 total keywords while driving over 11,000 monthly visits to the site



increase in organic traffic within 12 months

City Rent A truck


Email has become an important part of City Rent A Truck’s digital marketing mix, driving repeat customers, engaging brand exposure, and providing an effective outlet for updates on new vehicles and company news.

  • Truck Features: 42.9% open rate, 1.4% click to open rate
  • Thought Leadership Offers: 39.9% open rate, 1.3% click to open rate
  • Winback Series: Average 39% open rate, 2.7% click to open rate
  • Welcome Series: Average 54% open rate, 13% click to open rate
CRAT Email-Marketing-2-min
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