Manufacturer vs Specialty Pages

Manufacturer vs Specialty Pages
Hi there, fellow diesel devotees! We’re back with another rousing game of What kind of pages do I need on my website?

Today we’re focusing on two page types available on our higher-tier plans: Manufacturer and Specialty. If you opt for a Grow plan, you can get Manufacturer pages or Specialty pages; if you’re on a Turbo plan, you can get both!

But Dieselmatic, you might be wondering, what are these pages?! 

In short, both page types drive specific types of traffic (read: customers) to your website, which hopefully turns into more bookings. Both page types sport heavy SEO research performed by our team to ensure that traffic comes to you.

But Dieselmatic, you say, do I need both?

Rest easy, padawan learners. We’ll explain everything. 


We build out traditional service pages for all of our partners—axles, brakes, coolant systems, drivelines, you get the idea. Grow or Turbo plan partners can also benefit from specialty pages, which are things that are usually a little out of the norm for a standard commercial repair shop.

They can include flywheel services, welding and fabrication, trailer services, and so on. Since not every shop offers these services (hence the term “specialty,” har har), the shops that do will want to highlight and advertise them. Dieselmatic handles that by crafting web pages around them that will target those specialty keywords and drive traffic to them.

Okay. We’ve settled the question of specialty pages. Let’s move on to the next question…


A truck manufacturer page speaks to the types of trucks a shop provides repairs for. Think Volvo, Freightliner, Peterbilt, Western Star, Kenworth—the whole lineup. 

Here’s an example of a Freightliner page: 

These pages allow Dieselmatic’s Managed SEO and PPC specialists to build campaigns around these specific landing pages, which builds authority in the eyes of the all-powerful Google. When that kind of authority is established, the following happens:

  • Your cost-per-click decreases.
  • Your ranking on Google and other search engines increases (for those search terms).

More visibility for less money? Yes please.


We’ve mentioned in prior blogs that diesel customers aren’t always high-intent. A fleet manager may scan the interwebs for months before actually making a move on the shop they’ve decided they want.

There’s a lot of search around terms like “Kenworth brakes” and truck operators looking for shops that have experience with their specific brand of truck. If a Kenworth operator needs repairs and sees that your shop specifically services Kenworths, that bumps you up in their eyes. 

“They realize, ‘This shop knows how to handle my truck. They’ll know how to fix it,’” says Patti Moore, Operations Manager at Dieselmatic. 

And let’s not forget that there are some high-intent customers out there. Often they’re drivers or fleet managers who need a rig fixed up right away. “I need someone now!” they’re saying, as they frantically search for someone nearby who works on Freightliners. 

When you partner with Dieselmatic, that someone could be you.


We’ll close this out by reminding you that these page types will only work for your shop if you offer those particular services. Don’t work on Freightliners? We won’t build you a Freightliner page. Not up to scratch on welding? Forget it—you don’t need that kind of traffic.

The whole point of teaming up with a commercial diesel marketing agency like Dieselmatic is to let your shop benefit from our knowledge. And we know a lot. Commercial diesel is our jam. We aren’t here to build a million pages you won’t need—we’re here to build the pages you do need, the pages that will bring in customers, boost revenue, and help you grow your operation.

Want to know more? Hit us up. We’re ready to send your marketing into overdrive.

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Suz Baldwin
Suz Baldwin