Twenty Years on the Road Led Me Right Back Home
I spent over twenty years in the trucking industry. Not behind a desk. Behind the wheel.
I have driven in every kind of weather the U.S. and Canada can throw at you. Ice storms in the Midwest, whiteout blizzards across the plains, and construction zones that seem to stretch across entire states. I've wrestled my loaded truck down Lookout Pass and across the George Washington Bridge. I’ve seen accidents on the highway that still sit with me, images I’ll never be able to forget. If you’ve spent any real time out there, you know exactly what I mean.
You learn a lot about how the world actually works when you’re moving freight. You learn that if the wheels aren't turning, nobody is making money. And you learn that reputation is everything.
The Invisible Problem for Growing Carriers
After about five years driving for a 300-truck refrigerated carrier in the northern plains, I moved off the road and into their office. What I found there was a different kind of problem.
They had over 30 people working in that office, dispatching loads, recruiting drivers, managing safety, and handling compliance. Good people doing hard work. But nobody had time to deal with their online presence. Their Google Business Profile was neglected. Their WordPress website was outdated and wasn’t doing them any favors. They were focused on moving freight, which is exactly what they should have been focused on.
But the reality is brokers check your site. Shippers Google your MC number. Drivers look you up before they ever pick up the phone to apply. If they can't find you, or if what they find looks like it hasn't been touched in a decade, they move on to the next company. You’re losing loads and talent before the first conversation even happens.
Building a Digital Foundation That Works
So, I took it on. I didn’t just "make a website." I rebuilt their digital foundation from the ground up. I cleaned up the Google Business Profile, built a dedicated recruiting site, and fixed the technical SEO. I put real systems in place.
The results weren't abstract either. Visibility on Google increased and kept climbing and their website traffic more than doubled in the first 60 days. Recruiting volume picked up enough that it was necessary to hire a additional recruiter.
That didn’t happen because of tricks or "hacks." It happened because the technical basics were finally done right, monitored and maintained consistently.
That experience is why BizPinPro exists. I saw firsthand that if a 30-person office couldn't find the time to maintain their digital presence, a small carrier or a local contractor with five people (or just themselves) stands no chance of keeping up.
I’m here to be the "back office" for the small guys who are too busy doing the real work to worry about whether Google is showing the right information.
In my next post: I wasn't always a trucker. In my next post, I’ll explain how my background as a 90s systems designer and DBA is the secret weapon behind every site I build.