REEFER SALES
Budget: $250 – $750 CAD
1) Website goal and positioning
Primary goal
Generate inbound leads + convert visitors into:
Build-to-order refrigerated vehicles (full-service)
Ready-made inventory sales (buy now from lot)
Service/installation work (reefer installs, heaters, aux power, custom fleet builds)
Positioning statement (what you do + why you win)
Canada’s only full-service refrigerated vehicle provider offering the entire process start-to-finish:
Sourcing the van
Supplying and installing the reefer unit (all major national brands; standby/electric/direct drive/fuel options)
Supplying and installing best-in-class insulation
Service + support across North America
Ready-made units available immediately + build-to-spec available
Core differentiators (must be obvious everywhere)
Full end-to-end solution: Van + Reefer + Insulation
Certified installers for major national reefer brands
Full options: standby, electric, direct drive, fuel choices
Add-ons: engine & cab heaters, auxiliary power, custom modifications
3-year reefer warranty + mobile/onsite service across North America
New vehicles retain OEM manufacturer warranty
Insulation: up to 3× lighter than spray foam, 3" Poly ISO, minimum R16, laser cut to OEM CAD, doors remain fully functional
Business value: higher productivity + top resale value
Sales model: new / used / build-to-order / ready-to-go on lot
Canada-wide: WE DELIVER ANYWHERE IN CANADA
Trade-ins: we love trade-ins and pay more than anyone else in Canada
Works with fleet/rental/leasing companies
2) Required site structure (pages + what each must include)
A) Home (high conversion)
Must include these sections (top to bottom):
Hero
Headline: “Canada’s Full-Service Reefer Van & Refrigerated Vehicle Provider”
Subheadline: “We source the van, install the reefer, install the insulation, and back it with warranty + nationwide service.”
CTAs: Browse Available Inventory + Request a Build Quote
3-step “Start-to-Finish Process”
Source van → Install reefer → Install insulation → Deliver + service support
Inventory preview
6–12 featured units pulled from the inventory API
Services snapshot tiles
Build-to-order / Reefer installation / Insulation / Heaters & aux power / Service & support
Why us / proof
Certified installers, warranty, delivery, trade-ins, fleet support
Industries served
Food, grocery, pharma/medical, floral, cannabis, catering, fleets/3PL
FAQ preview
Final CTA band
“Need a refrigerated vehicle fast?” → Inventory
“Need a spec build?” → Quote form
B) Available Inventory (API-driven)
Purpose: conversion page for “buy now” demand.
Must have:
Filters: new/used, van make/model, year, mileage, temperature range (frozen/chilled/ambient), reefer type (electric/direct drive/standby), price, location, availability
Each listing page includes: photo gallery, specs, warranty info, what’s included, financing (if applicable), delivery info, inquiry form
Strong “Buy now / reserve / inquire” CTA
C) Build to Order (Spec Builds)
Purpose: educate + capture high-intent leads.
Must have:
“We build to spec” overview
Step-by-step build workflow (intake → design/spec → sourcing → build → QA → delivery)
Options section:
Reefer types: standby / electric / direct drive / fuel
Temperature ranges: frozen (-18°C), chilled (0–4°C), controlled ambient (5–20°C)
Add-ons: engine/cab heaters, auxiliary power, monitoring, custom interiors
“Request a Quote” form with spec fields (temperature, payload, door config, route type, power constraints, timeline, budget range)
D) Refrigeration Units & Installation
Purpose: rank for install/service keywords + establish credibility.
Must include:
“Certified installers of major national brands”
Types explained: direct drive vs electric vs standby (simple comparison)
Warranty: 3-year warranty + mobile/onsite service backing throughout North America
CTA: installation quote + service request
E) Insulation Systems (highlight heavily)
Purpose: your key differentiator and a major SEO opportunity.
Must include these bullets verbatim (or very close):
Best in the industry. Period.
Up to 3× lighter than spray foam → saves fuel + reduces wear/tear
Uses 3-inch Poly ISO panels (high efficiency) → maximizes interior space
Minimum R16 value
Laser cut to OEM CAD files for perfect fit, maximizing space
Keeps all doors functional
Combined with reefer builds: max productivity + top resale value
Include: photo gallery of insulation stages + finished interiors.
F) Service & Support (North America)
Purpose: trust + after-sale conversion.
Must include:
Mobile + onsite service across North America
Maintenance, repairs, troubleshooting
Fleet support options (SLA-style language if you offer it)
CTA: “Book service” / “Request support”
G) Trade-Ins + Fleet / Leasing Partners
Purpose: win volume deals + procurement/fleet searches.
Must include:
“We love trade-ins and offer more money than any other company in Canada for used reefers.”
We work with: fleet, rental, leasing companies
Bulk build programs (if offered)
CTA: trade-in appraisal form + fleet inquiry form
H) About / Credibility
Purpose: trust and legitimacy.
Include:
Certifications (list brands if permitted)
Shop capabilities
Service coverage map (Canada + North America support wording)
Photos of team/shop (if available)
I) FAQ (SEO + conversion)
Include questions like:
What is a reefer vehicle?
Reefer vs refrigerated vehicle—what’s the difference?
What temperature ranges can you hold?
Electric vs direct drive—what’s right for me?
How long does a build take?
What warranty do I get?
Do you deliver across Canada?
Can you source the van for me?
Do you buy trade-ins?
J) Blog / Resources (optional but strongly recommended for SEO)
Publish articles targeting “problem-based searches” (examples you already listed):
Best refrigeration unit for cargo van
Electric vs direct drive reefer
Reefer van cost in Canada
How to keep cargo cold in a van
Refrigerated van vs reefer truck
3) Definitions to include (use in FAQ + glossary snippet)
Use your clean definition (builder can place in FAQ + schema):
Reefer / refrigerated vehicle: a truck/van/trailer equipped with an active refrigeration system and insulated cargo space that maintains a specified temperature range regardless of outside conditions.
Key characteristics: active system (engine/electric/standalone), insulated envelope, consistent temperature holding during transport and stops
Typical ranges: frozen ~ -18°C, chilled 0–4°C, controlled ambient 5–20°C
What it is not: insulation-only cargo vehicle, cooler/ice solution, relying on outdoor temp
4) SEO plan (builder instructions)
Page strategy (to “nail keywords” without stuffing)
Create one pillar page + multiple service pages:
Pillar page (high priority):
“Refrigerated Vehicles & Reefer Builds in Canada” (broad, authoritative)
Service pages (each with its own keyword theme):
Reefer Van Builds / Refrigerated Van Conversions
Refrigeration Unit Installation (direct drive / electric / standby)
Refrigerated Vehicle Insulation Systems
Reefer Service & Repair (North America support)
Buy Refrigerated Vans (Inventory)
Keyword deployment rules (what the builder should do)
Each page gets:
1 primary keyword (H1 + title tag)
3–8 secondary keywords (H2s + body naturally)
Image alt text using real phrases: “refrigerated van insulation panels”, “reefer van build”, etc.
Add FAQ schema on key pages to win search snippets
Add internal linking:
Home → pillar → services → inventory → quote
Add local SEO pages if you serve multiple provinces/cities (only if you truly do)
(You already provided an excellent keyword map; the builder should treat it as the master list and assign a cluster to each page.)
5) Inventory / API requirements (for the “Available Inventory” section)
Tell the builder you need:
An API integration from your app to the site that supports:
List view + filters
Individual listing detail pages
Mark as sold / reserved
Photo galleries + specs fields
Required inventory fields (minimum):
Stock ID, year, make/model, mileage, price, location, availability
Reefer brand/model, reefer type (electric/direct drive/standby), fuel type
Temperature range capability, cargo dimensions, insulation type/R-value
Warranty info, OEM warranty (if new), delivery availability
Photos (multiple), build highlights, CTA contact info
6) Photos / media plan (what to collect and how to use it)
Must-have galleries
Finished vehicles (inventory + completed builds)
Insulation process (you attached some—use those prominently)
Installation process (reefer install stages)
Shop/team credibility photos
Using photos from other sites (important note)
You mentioned using images from the U.S. site and vancollc.info. Builder should treat those as “inspiration,” and only reuse photos/content if you have permission or proper licensing (copyright risk otherwise). Best approach:
Use those sites to guide what shots you need
Build your own photo library quickly (even smartphone + consistent framing works)
7) Conversion assets (forms + CTAs you need)
Forms (minimum)
Request a Build Quote (spec form)
Trade-In Appraisal
Fleet / Leasing Inquiry
Service Request
General Contact
CTAs (consistent site-wide)
Browse Available Inventory
Request a Build Quote
Get a Trade-In Offer
Book Service
Deliver Anywhere in Canada (trust/CTA strip)
8) What you want the builder to deliver (clear “scope checklist”)
Deliverables:
Full site design + copy placement (based on above)
Inventory API integration + listing templates
SEO-ready structure (titles/meta/H tags/FAQ schema)
Fast mobile performance + strong calls-to-action
Editable backend so you can:
add/edit inventory
add completed builds gallery entries
post blogs/resources
Primary goal
Generate inbound leads + convert visitors into:
Build-to-order refrigerated vehicles (full-service)
Ready-made inventory sales (buy now from lot)
Service/installation work (reefer installs, heaters, aux power, custom fleet builds)
Positioning statement (what you do + why you win)
Canada’s only full-service refrigerated vehicle provider offering the entire process start-to-finish:
Sourcing the van
Supplying and installing the reefer unit (all major national brands; standby/electric/direct drive/fuel options)
Supplying and installing best-in-class insulation
Service + support across North America
Ready-made units available immediately + build-to-spec available
Core differentiators (must be obvious everywhere)
Full end-to-end solution: Van + Reefer + Insulation
Certified installers for major national reefer brands
Full options: standby, electric, direct drive, fuel choices
Add-ons: engine & cab heaters, auxiliary power, custom modifications
3-year reefer warranty + mobile/onsite service across North America
New vehicles retain OEM manufacturer warranty
Insulation: up to 3× lighter than spray foam, 3" Poly ISO, minimum R16, laser cut to OEM CAD, doors remain fully functional
Business value: higher productivity + top resale value
Sales model: new / used / build-to-order / ready-to-go on lot
Canada-wide: WE DELIVER ANYWHERE IN CANADA
Trade-ins: we love trade-ins and pay more than anyone else in Canada
Works with fleet/rental/leasing companies
2) Required site structure (pages + what each must include)
A) Home (high conversion)
Must include these sections (top to bottom):
Hero
Headline: “Canada’s Full-Service Reefer Van & Refrigerated Vehicle Provider”
Subheadline: “We source the van, install the reefer, install the insulation, and back it with warranty + nationwide service.”
CTAs: Browse Available Inventory + Request a Build Quote
3-step “Start-to-Finish Process”
Source van → Install reefer → Install insulation → Deliver + service support
Inventory preview
6–12 featured units pulled from the inventory API
Services snapshot tiles
Build-to-order / Reefer installation / Insulation / Heaters & aux power / Service & support
Why us / proof
Certified installers, warranty, delivery, trade-ins, fleet support
Industries served
Food, grocery, pharma/medical, floral, cannabis, catering, fleets/3PL
FAQ preview
Final CTA band
“Need a refrigerated vehicle fast?” → Inventory
“Need a spec build?” → Quote form
B) Available Inventory (API-driven)
Purpose: conversion page for “buy now” demand.
Must have:
Filters: new/used, van make/model, year, mileage, temperature range (frozen/chilled/ambient), reefer type (electric/direct drive/standby), price, location, availability
Each listing page includes: photo gallery, specs, warranty info, what’s included, financing (if applicable), delivery info, inquiry form
Strong “Buy now / reserve / inquire” CTA
C) Build to Order (Spec Builds)
Purpose: educate + capture high-intent leads.
Must have:
“We build to spec” overview
Step-by-step build workflow (intake → design/spec → sourcing → build → QA → delivery)
Options section:
Reefer types: standby / electric / direct drive / fuel
Temperature ranges: frozen (-18°C), chilled (0–4°C), controlled ambient (5–20°C)
Add-ons: engine/cab heaters, auxiliary power, monitoring, custom interiors
“Request a Quote” form with spec fields (temperature, payload, door config, route type, power constraints, timeline, budget range)
D) Refrigeration Units & Installation
Purpose: rank for install/service keywords + establish credibility.
Must include:
“Certified installers of major national brands”
Types explained: direct drive vs electric vs standby (simple comparison)
Warranty: 3-year warranty + mobile/onsite service backing throughout North America
CTA: installation quote + service request
E) Insulation Systems (highlight heavily)
Purpose: your key differentiator and a major SEO opportunity.
Must include these bullets verbatim (or very close):
Best in the industry. Period.
Up to 3× lighter than spray foam → saves fuel + reduces wear/tear
Uses 3-inch Poly ISO panels (high efficiency) → maximizes interior space
Minimum R16 value
Laser cut to OEM CAD files for perfect fit, maximizing space
Keeps all doors functional
Combined with reefer builds: max productivity + top resale value
Include: photo gallery of insulation stages + finished interiors.
F) Service & Support (North America)
Purpose: trust + after-sale conversion.
Must include:
Mobile + onsite service across North America
Maintenance, repairs, troubleshooting
Fleet support options (SLA-style language if you offer it)
CTA: “Book service” / “Request support”
G) Trade-Ins + Fleet / Leasing Partners
Purpose: win volume deals + procurement/fleet searches.
Must include:
“We love trade-ins and offer more money than any other company in Canada for used reefers.”
We work with: fleet, rental, leasing companies
Bulk build programs (if offered)
CTA: trade-in appraisal form + fleet inquiry form
H) About / Credibility
Purpose: trust and legitimacy.
Include:
Certifications (list brands if permitted)
Shop capabilities
Service coverage map (Canada + North America support wording)
Photos of team/shop (if available)
I) FAQ (SEO + conversion)
Include questions like:
What is a reefer vehicle?
Reefer vs refrigerated vehicle—what’s the difference?
What temperature ranges can you hold?
Electric vs direct drive—what’s right for me?
How long does a build take?
What warranty do I get?
Do you deliver across Canada?
Can you source the van for me?
Do you buy trade-ins?
J) Blog / Resources (optional but strongly recommended for SEO)
Publish articles targeting “problem-based searches” (examples you already listed):
Best refrigeration unit for cargo van
Electric vs direct drive reefer
Reefer van cost in Canada
How to keep cargo cold in a van
Refrigerated van vs reefer truck
3) Definitions to include (use in FAQ + glossary snippet)
Use your clean definition (builder can place in FAQ + schema):
Reefer / refrigerated vehicle: a truck/van/trailer equipped with an active refrigeration system and insulated cargo space that maintains a specified temperature range regardless of outside conditions.
Key characteristics: active system (engine/electric/standalone), insulated envelope, consistent temperature holding during transport and stops
Typical ranges: frozen ~ -18°C, chilled 0–4°C, controlled ambient 5–20°C
What it is not: insulation-only cargo vehicle, cooler/ice solution, relying on outdoor temp
4) SEO plan (builder instructions)
Page strategy (to “nail keywords” without stuffing)
Create one pillar page + multiple service pages:
Pillar page (high priority):
“Refrigerated Vehicles & Reefer Builds in Canada” (broad, authoritative)
Service pages (each with its own keyword theme):
Reefer Van Builds / Refrigerated Van Conversions
Refrigeration Unit Installation (direct drive / electric / standby)
Refrigerated Vehicle Insulation Systems
Reefer Service & Repair (North America support)
Buy Refrigerated Vans (Inventory)
Keyword deployment rules (what the builder should do)
Each page gets:
1 primary keyword (H1 + title tag)
3–8 secondary keywords (H2s + body naturally)
Image alt text using real phrases: “refrigerated van insulation panels”, “reefer van build”, etc.
Add FAQ schema on key pages to win search snippets
Add internal linking:
Home → pillar → services → inventory → quote
Add local SEO pages if you serve multiple provinces/cities (only if you truly do)
(You already provided an excellent keyword map; the builder should treat it as the master list and assign a cluster to each page.)
5) Inventory / API requirements (for the “Available Inventory” section)
Tell the builder you need:
An API integration from your app to the site that supports:
List view + filters
Individual listing detail pages
Mark as sold / reserved
Photo galleries + specs fields
Required inventory fields (minimum):
Stock ID, year, make/model, mileage, price, location, availability
Reefer brand/model, reefer type (electric/direct drive/standby), fuel type
Temperature range capability, cargo dimensions, insulation type/R-value
Warranty info, OEM warranty (if new), delivery availability
Photos (multiple), build highlights, CTA contact info
6) Photos / media plan (what to collect and how to use it)
Must-have galleries
Finished vehicles (inventory + completed builds)
Insulation process (you attached some—use those prominently)
Installation process (reefer install stages)
Shop/team credibility photos
Using photos from other sites (important note)
You mentioned using images from the U.S. site and vancollc.info. Builder should treat those as “inspiration,” and only reuse photos/content if you have permission or proper licensing (copyright risk otherwise). Best approach:
Use those sites to guide what shots you need
Build your own photo library quickly (even smartphone + consistent framing works)
7) Conversion assets (forms + CTAs you need)
Forms (minimum)
Request a Build Quote (spec form)
Trade-In Appraisal
Fleet / Leasing Inquiry
Service Request
General Contact
CTAs (consistent site-wide)
Browse Available Inventory
Request a Build Quote
Get a Trade-In Offer
Book Service
Deliver Anywhere in Canada (trust/CTA strip)
8) What you want the builder to deliver (clear “scope checklist”)
Deliverables:
Full site design + copy placement (based on above)
Inventory API integration + listing templates
SEO-ready structure (titles/meta/H tags/FAQ schema)
Fast mobile performance + strong calls-to-action
Editable backend so you can:
add/edit inventory
add completed builds gallery entries
post blogs/resources