A carrier's website usually has to do two unrelated jobs. Shippers and brokers are checking whether you are credible, insured and running their lane. Drivers are checking pay, home time and the equipment. Those are different readers with different questions, and a single page trying to serve both serves neither.
Shippers check credentials before anything else
Operating authority and registration numbers, insurance levels, safety record, equipment types, lanes run and whether you carry the commodity in question. Publish it plainly, because a broker or a shipping manager checks these in a couple of minutes and moves on if they cannot find them. This is also exactly the material that makes a page useful to search engines, because it is specific and verifiable.
Driver recruiting is its own site section, with its own honesty
Drivers compare pay structure, home time, equipment age, benefits and the route mix, and they discuss recruiting claims with each other in public. Advertising an average pay figure the majority of drivers never reach is the fastest way to a reputation you cannot fix, and it is an advertising claim like any other. State the pay honestly, including how it is calculated, and the application will be shorter and the retention better.
Lanes and specialisms are the search opportunity
Generic carrier terms are contested and low intent. What converts is the lane, the commodity and the specialism: the equipment you run, the certifications you hold, the regions you cover regularly. A page for each real lane or specialism, with the transit times and the requirements, matches how a shipper actually searches.
Measure enquiries and applications separately
Freight enquiries and driver applications arrive through the same site and mean completely different things. Instrument them separately from the start, route them to different people, and judge the marketing on each independently. Combined lead counts in this industry are almost always mostly driver applications, which flatters the freight side of the reporting.
Questions people ask about marketing for trucking companies
Should recruiting be on the main site or its own?
A clearly separated section on the main site usually works best: it borrows the company's credibility while keeping the two audiences apart.
Do paid ads work for freight?
For specific lanes and specialisms, yes. For generic carrier terms they compete with load boards and brokers and rarely pay back.
How honest should pay advertising be?
Entirely. Drivers compare notes publicly, and an unreachable average figure damages recruiting more than a lower honest one.
What credentials belong on the site?
Registration and operating authority, insurance levels, safety record and the certifications relevant to what you haul.