alloy digital

Empire Truck Sales — Current Site vs. Concept Redesign

Prospect: Empire Truck Sales · Site: empiretruck.com · Evidence: Empire Truck Sales — Discovery Findings.md (2026-06-25)

Honesty guardrail. Left = the measured problems behind each pin. Right = concept art (illustrative, not a live build). Lead with measured findings only — never claim the site is slow without field data to back it.

🔒 empiretruck.com

Current state · measured

1 2 3 4

Live screenshot — Empire Truck Sales's current homepage, captured at desktop resolution (2880×2000px). Click each numbered pin for the measured finding.

Mobile experience scores 36 out of 100 Measured

The site lands in PageSpeed's "poor" red band on mobile — the average phone visitor gets a measurably slow page, on a dealer site where most shoppers browse inventory from their phone (measured via PageSpeed Insights / CrUX, 2026-06-19).

Source: Empire Truck Sales — Discovery Findings.md

Main content takes about 22 seconds to appear Measured

Lab Largest Contentful Paint is ~22s versus the ~2.5s "good" bar — a shopper sees a near-blank screen for far too long before trucks render, the moment most visitors abandon (measured via PageSpeed Insights / CrUX, 2026-06-19).

Source: Empire Truck Sales — Discovery Findings.md

About 4.35 seconds of unused JavaScript shipped on load Measured

The browser downloads and parses ~4.35s worth of script the page never uses, directly inflating the load time and the LCP above (measured via PageSpeed Insights / CrUX, 2026-06-19).

Source: Empire Truck Sales — Discovery Findings.md

The slowdown is confirmed in real-user CrUX field data Measured

These are a CrUX average from actual visitors — not a one-off synthetic run — so this is the experience customers are living with, not a lab artifact (measured via PageSpeed Insights / CrUX, 2026-06-19).

Source: Empire Truck Sales — Discovery Findings.md

🔒 empiretruck.com

Concept art · illustrative

Concept direction

One unified site — built around how buyers actually shop.

An illustrative redesign that resolves each measured finding below. Concept art — not a live build or quoted scope.

Findings, before → after

Finding 01

Mobile experience scores 36 out of 100

NowThe site lands in PageSpeed's "poor" red band on mobile — the average phone visitor gets a measurably slow page, on a dealer site where most shoppers browse inventory from their phone (measured via PageSpeed Insights / CrUX, 2026-06-19).

ConceptAlloy direction: a performance-first rebuild targeting a green mobile score so inventory loads fast on a phone. (concept — illustrative).

Measured: Empire Truck Sales — Discovery Findings.md

Finding 02

Main content takes about 22 seconds to appear

NowLab Largest Contentful Paint is ~22s versus the ~2.5s "good" bar — a shopper sees a near-blank screen for far too long before trucks render, the moment most visitors abandon (measured via PageSpeed Insights / CrUX, 2026-06-19).

ConceptAlloy direction: server-rendered, image-optimized pages so the largest content paints in seconds, not tens of seconds. (concept — illustrative).

Measured: Empire Truck Sales — Discovery Findings.md

Finding 03

About 4.35 seconds of unused JavaScript shipped on load

NowThe browser downloads and parses ~4.35s worth of script the page never uses, directly inflating the load time and the LCP above (measured via PageSpeed Insights / CrUX, 2026-06-19).

ConceptAlloy direction: a lean modern build that ships only the code each page needs, cutting the JS payload choking load. (concept — illustrative).

Measured: Empire Truck Sales — Discovery Findings.md

Finding 04

The slowdown is confirmed in real-user CrUX field data

NowThese are a CrUX average from actual visitors — not a one-off synthetic run — so this is the experience customers are living with, not a lab artifact (measured via PageSpeed Insights / CrUX, 2026-06-19).

ConceptAlloy direction: a rebuild validated against the same field metrics so the win shows up for real users, not just in the lab. (concept — illustrative).

Measured: Empire Truck Sales — Discovery Findings.md