Case study · Reefer Sales & Service
Reefer Sales & Service
A new website and product catalogue for Reefer Sales & Service, an award-winning Carrier Transicold dealer serving Ontario and Atlantic Canada since 1989.
01 — Context
More than 35 years of keeping cargo cold
Reefer Sales & Service has been working with the temperature-controlled transport industry since 1989. It’s an authorized Carrier Transicold dealer with six locations across southern Ontario and the Maritimes, where its Atlantic Carrier Transicold division serves customers from local fishermen to some of the largest fleets in Canada.
The business sells refrigeration units for trailers, trucks, rail and containers, plus Vanguard truck bodies, telematics, fleet graphics and parts, and it keeps all of it running with 24/7 mobile service. Carrier Transicold named Reefer Sales its North America Dealer of the Year for 2022, and the Atlantic division took the title for 2024. The old website didn’t reflect any of that, so the team asked us to design and build a new one.
By the numbers
A dealer with real reach
Facts from Reefer Sales and Carrier Transicold.
- In business since
- 1989Serving the temperature-controlled transport industry for more than 35 years.
- Branch locations
- 6Across southern Ontario and Atlantic Canada.
- Dealer of the Year
- 2022Carrier Transicold North America, with the Atlantic division winning for 2024.
- Page designs
- 11Plus a quote request pop-up, all in one system.
02 — Direction
Classic, trustworthy and built to last
Reefer Sales isn’t a startup, and the site shouldn’t look like one. We built the look around a deep navy taken from the company’s sunburst emblem, set against a warm, cool-toned cream and plenty of white space. Headlines use an elegant serif that feels established and confident, while a clean sans serif keeps product specs and service details easy to read.
One recurring move ties it together: solid navy blocks that sit behind and beside photography, like the hero panel that overlaps a convoy of reefer trucks. It gives a fairly technical catalogue a sense of craft without slowing anyone down.
03 — The catalogue
Find the unit, then ask for a quote
Refrigeration units aren’t bought with a shopping cart. They’re specced, discussed and quoted. So the product catalogue is built for browsing and comparing: a filterable listing by application, from trailer and truck to rail, telematics and truck bodies, and product pages with photo galleries, full specifications, documentation and installation details.
Every product page leads to the same place. A Request a quote button adds the unit to a short list in a pop-up, so a fleet manager can gather several models and send one request instead of three. We’ve written about why quote forms like this convert better when they stay short.
04 — Service and parts
Downtime costs money, so service comes first
For many visitors, the website is a phone number. The 24-hour emergency line, 1-833-9-REEFER, sits at the very top of every page, and service has its own page covering in-house diagnostics, preventive maintenance, trailer and truck body repairs, flat-rate billing and North America-wide dispatch.
Parts & Accessories gets the same care, with an inventory grid, popular accessories and a detailed parts request form that captures the vehicle, part type and serial number up front, so the parts team can answer in one reply. It follows the same thinking as our guide to service pages that rank.
05 — The whole site
One system, every branch
Beyond products, service and parts, the site includes About, Contact, Careers with single job pages, a thank-you page and a privacy policy, all on the same set of components. The footer works as a branch directory, listing every location with its address, phone and hours, so a driver in Moncton and a fleet manager in Mississauga both find their nearest team.
We designed and developed the site so the Reefer Sales team can add products and update service details themselves. For more work with trades and service businesses, see our trades and HVAC projects, including AC Thermal.
What we delivered
A new website for an award-winning Carrier Transicold dealer in Ontario and Atlantic Canada.
- 01Website designEleven page designs, from the homepage and service page to careers, contact and a full product catalogue.
- 02UX and UI designA filterable product listing, spec-rich product pages, a multi-product quote pop-up and a detailed parts request form.
- 03Website developmentA site the Reefer Sales team can update as products, parts and branches change.
