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Case Study: Utility Truck Equipment

Utility Truck Equipment / Owner: Rod Hill / Website: https://utilitytruck.net

hacked website

From a Hacked Website to an AI-Powered Platform Built to Dominate

When Rod Hill came to Sans Terra, he didn’t ask for a “new website.”

He asked for something much bigger.

Rod wanted to dominate his industry—and he knew his online presence was holding him back.

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Rod was clear about his goal:

“I want to dominate this industry.”

That meant the solution couldn’t just look better.

It had to work harder.

The Starting Point: A Growing Business With a Broken Digital Foundation

Utility Truck Equipment is deeply experienced in aerial equipment sales, rentals, service, and parts. But when we first met Rod, the digital side of the business told a very different story.

The problems were real and urgent:

  • The website had been hacked, creating security and credibility risks
  • The site had little to no Google visibility
  • It generated almost zero leads
  • New capabilities—like hydraulic repair and expanded mobile service—weren’t clearly represented
  • Despite strong industry experience, the site didn’t position UTE as a market leader

In short, the business had evolved—but the website was stuck in the past.

Our Approach: Fix the System, Then Build for Scale

At Sans Terra, we don’t start with design. We start with structure, security, and systems.

1. Security First — Eliminate the Risk

Before anything else, we:

  • Removed malicious code
  • Stabilized the WordPress environment
  • Migrated the site to a secure, monitored hosting stack
  • Implemented safeguards to prevent future attacks

A business that wants to lead cannot afford a fragile website.

 

2. Clear Equipment & Manufacturer Organization

One of the biggest changes was how we organized manufacturers and products.

Instead of a cluttered or generic layout, we built a structure that:

  • Groups equipment logically by category and application
  • Clearly associates products with their manufacturers
  • Makes it easy for buyers to understand

Speed as a Competitive Advantage: Agentic AI for Product Management

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Speed matters when you’re trying to win market share.

3. Rapid Product Updates Using Agentic AI

UTE’s inventory and offerings evolve constantly. Traditional website updates can’t keep up.

We solved this by implementing agentic AI workflows that allow Sans Terra to:

  • Add new products faster than traditional manual methods
  • Maintain consistency across:
    • Product descriptions
    • Categories
    • Manufacturer listings

This means:

  • New equipment doesn’t sit invisible for weeks
  • The site stays current without creating internal bottlenecks
  • Rod’s business can move at the speed of opportunity

Introducing “Casey”: A Custom GPT Agent Built for Utility Truck Equipment

4. A Multi-Functional AI Agent, Trained for the Business

One of the most powerful components of the new site is Casey—a custom GPT Agent built specifically for Utility Truck Equipment.

Casey is not a generic chatbot.

Casey is a multi-functional autonomous agent trained on UTE’s:

  • Rentals
  • Aerial equipment
  • Sales offerings
  • Service and parts
  • Hours of operation
  • Employment opportunities
  • Real-world equipment applications
What Casey Does on the Website
  • Answers customer questions in real time
  • Helps users understand which product fits which job
  • Responds to inquiries about:
    • Rentals vs sales
    • Service capabilities
    • Parts availability
    • Employment
  • Reduces friction for customers who don’t want to call immediately
This improves:
  • User experience
  • Lead quality
  • Staff efficiency
casey

Casey Doesn’t Stop at the Website

5. AI That Supports Marketing, Not Just Chat

Casey also works behind the scenes.

The same custom GPT Agent helps Utility Truck Equipment:

  • Draft social media shares
  • Assist with blog post creation
  • Maintain a consistent, knowledgeable brand voice

This gives UTE something most competitors don’t have:

  • A trained, on-brand AI assistant that understands the business
  • Faster content creation without sacrificing accuracy
  • A scalable way to stay visible and active online

This is AI as a business tool, not a novelty.

 The Result: A Platform Built to Win

UtilityTruck.net is no longer just a website.

It is now:

  • A secure digital foundation
  • A clear representation of UTE’s full capabilities
  • A searchable, structured equipment platform
  • An AI-assisted sales and support tool
  • A system that can grow as the business grows

Most importantly, it finally aligns with Rod’s goal:

To dominate—not just participate—in the utility and aerial equipment market.

Why This Matters (and Why It’s Repeatable)

This project reflects how Sans Terra works with industrial and equipment-driven businesses:

  • We fix real problems, not just surface symptoms
  • We combine web, SEO, automation, and AI into one system
  • We build platforms designed for growth, speed, and authority
  • We don’t hand clients tools—we build systems they can actually use

Utility Truck Equipment didn’t need another vendor.
They needed a partner who understood how their business operates—and where it’s going.

That’s what Sans Terra delivers.

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