How We Helped Astel Trucking Company Overcome Driver Shortages and Drive Sustainable Growth
When Astel Trucking Company approached us, they were facing a serious issue: a constant shortage of drivers. In an industry where drivers are the key to scaling, this posed a significant obstacle to growth. We started by analyzing the situation and quickly realized the problem went deeper than just a lack of advertising — the company had no real understanding of the needs of their internal customers: the drivers.
JTBD Methodology and a New Approach
We applied the modern JTBD (Jobs To Be Done) methodology to understand what tasks drivers want to “solve” when partnering with trucking companies. Based on this analysis, we developed a new website structure and architecture that focused on the actual needs of potential drivers.
Key changes that worked:
- Income Calculator: We added a user-friendly tool that allowed drivers to instantly calculate their potential earnings while working at Astel. This addressed one of the main uncertainties that had been preventing them from making a decision.
- Comparative Analysis: We added a section with a transparent and convincing comparison of working conditions at Astel versus other companies. This highlighted the advantages Astel could offer.
- Clear Positioning: The website now speaks the language of drivers, emphasizing their top priorities: income, work schedule, support, and working conditions.
Results: Success That Continues
Just a few months after launching the new website, Astel completely solved their driver recruitment problem. The flow of applicants increased, and the quality of hires significantly improved. Today, the company has no shortage of drivers and is actively scaling its business.
What Does This Prove?
A deep understanding of your audience and their needs can completely change the game, even in the most competitive industries. We’re proud to have been part of this transformation, helping Astel not just attract drivers but also create a foundation for sustainable growth.
About the Project
- Client
- ASTEL LLC
- Services
- Web Design
- Web Development
- Timeline
- 4 weeks
- Year
- 2024