Presenter guide · not part of the live site

Elite: from brochure site to lead machine

Elite builds better DPFs than most of the market but sells them like a manufacturer: one brochure site, no search footprint. Their competitor captures the searches and sells direct, which angers the distributors in the middle. This prototype captures the same searches and sends every lead to a distributor.

1. The problem

Road Warrior has 640 DPF pages, one per OEM part number, with prices and a cart. Distributors lose those sales.
OEMs charge far more and tell buyers that aftermarket means low quality.
Elite has ~60 product pages and no way to send a searcher to someone who stocks the part.

2. The idea

Own every search: every make, every part, every OEM number, every city.
Never sell direct: no prices and no cart. Every page ends at a distributor, a DPF cleaner or a call-back form.
Recruit the middle: DPF cleaners and mechanics get free listings and an Elite part to offer when a filter can’t be saved. Distributors get leads, not competition.
Tell the OEM+ story everywhere: stainless housings, mesh seals, TIG-welded sensor ports, a 3-year unlimited-mile warranty, made in Canada, DPFs only.

3. Click-through (about 5 minutes)

A driver searches the number on their old filter. On the home page, type 21395827 in the search box and press Enter. It lands on the OEM cross-reference page.
The part page. Click through to K10-0010K: specs, the OEM numbers it replaces, the savings explained, and no price.
Find it locally. In “Where to get the K10-0010K”, choose Toronto. The nearest distributors sort to the top with distances.
Lead captured and routed. Fill the form with any name and phone and postal code L4W 1C4. It shows which distributor the lead went to. Try a V postal code for Vancouver.
“Ask your shop for Elite.” The button on the part page creates a text the driver can send to their mechanic. This drives demand upstream.
Local SEO at scale. Open Volvo Mack DPF in Toronto: a map, local distributors and the matching parts.
The cleaning network. Open DPF cleaning and Get your shop listed. Cleaners become a channel.
The brand fight. Open Aftermarket DPF myths and What is OEM+?
Distributor pitch. Open For distributors: “a DPF line that doesn’t compete with you.”

4. The page matrix

Page type	Pages now	Searches it targets
Make hubs	7	“Volvo Mack DPF”, “Cummins DPF replacement”
Part pages	58	“K10-0010K”, “D13 DPF EPA07”
OEM part-number pages	429	“21395827 DPF”: the number on the old filter’s label
City hubs	2	“DPF Toronto”, “DPF replacement Vancouver”
City × make pages	14	“Volvo DPF Mississauga”, “Cummins DPF Surrey”
City DPF-cleaning pages	2	“DPF cleaning near me”
Shop pages	21	Each business’s name + DPF
Guides, OEM+, myths	5	“Are aftermarket DPFs any good?”

Every new city adds 9 pages and every new distributor adds one. At 25 Canadian metros that’s about 763 pages before counting more distributors. All pages are generated from Elite’s catalogue and distributor list, not written by hand.

5. What’s real and what’s sample

Real	Elite’s catalogue: 58 DPFs, 429 OEM numbers, specs and photos from their site. Brand look, OEM+ claims and warranty from their site.
Sample	21 shops are real businesses found online, marked Unverified. None has agreed to be listed or confirmed it carries Elite.
Not wired	Lead forms (routing is simulated), “Use my location” outside the two metros, analytics.

6. What we need from Elite

Their distributor list, with the parts each one stocks
OK to contact distributors and cleaners to confirm their listings
Sign-off on claims (15% below aftermarket, up to 66% below OEM)
Lead routing rules: who gets which leads, and how fast
Photos for the 14 parts without one, and catalogue clean-up