Lift Parts Service — Rebuild Master Reference

Rewritten 2026-06-21 for plain-English clarity.

What this is: the one single source of truth for the Lift Parts Service website rebuild, written so that a complete beginner — someone with no technical background at all — can read it from top to bottom and fully understand it. It explains, in plain everyday words, how the current website actually works today, which parts we rebuild versus which parts we simply leave running, the plan for doing that safely, what we can and cannot control for getting the business found on Google, and every open question along with the exact person who can answer it.

The rule for every fact in this document: each fact is tagged either VERIFIED (we directly observed it, and we say how) or TO-CONFIRM (we have not confirmed it yet, and we say who can confirm it). Nothing is stated as a hard fact unless it was directly observed.

The plain-language promise: this document uses no acronyms, no abbreviations, and no shortened company names anywhere. Every company and every system is written out in full and explained in normal words the first time it appears, and again in the glossary at the very end. Some ideas are deliberately repeated more than once — this is on purpose, for clarity, so the most important points stick.

Section 1 — The one big idea first

Read this section first. It contains the single most important idea, and the rest of the document simply builds on it.

The big idea: Kyle Free's website is not one single thing built by one company. It looks like one website when you visit it, but behind the scenes it is really one main website with several separate outside companies' services plugged into it or linked from it. Think of it like a house where different rooms were built by different companies and are still maintained by those different companies. One company built and maintains one room; a different company built and maintains another room; and so on. It all sits under one roof and looks like one house, but no single company owns or runs the whole thing.

Let us say that again, plainly, because it is the key to everything that follows: Kyle Free's website is not one connected system. It is one main website, and several different outside companies each run a different piece of it. Some pieces are built right into the main website by an outside company; other pieces are entirely separate outside websites that the main website simply links to. When you truly understand this one idea — that it is many separate companies' pieces, not one single system — the whole rebuild plan suddenly makes sense, because we can safely rebuild and improve the pieces that Kyle Free's own business created, while leaving every outside company's piece running exactly as it is today.

Section 2 — Room by room: what each piece is and who runs it

Here is the house, room by room. Each room is one piece of the website, explained in plain words, with the name of the outside company that runs it spelled out in full.

Room 1 — The main marketing pages

These are the pages a visitor reads to learn about the business: the home page, the about page (the family story), the contact page, and similar pages. They are built using a very common website-building software named WordPress. WordPress is one of the most widely used tools in the world for building and editing websites. This is the one piece that we rebuild and improve. It is the part Kyle Free's own business created, so it is fully ours to make faster, more modern, and easier to find on Google. VERIFIED — the live inspection of the site confirmed these pages are built on WordPress.

Room 2 — The forklifts he has for sale (his inventory)

The list of forklifts and machines that Kyle Free has for sale is called his "inventory," and it splits into two parts that are handled in two completely different ways: brand-new forklifts and used forklifts.

The new forklifts are handled by an outside company named Commercial Web Services. Commercial Web Services automatically loads the new forklifts onto the website, and it also automatically copies those new-forklift listings onto a giant public marketplace website named Equipment Trader. Equipment Trader is a huge online classifieds website for equipment — think of it like the website Cars.com, except for forklifts and heavy equipment instead of cars — so that many more buyers can find his machines.

The used forklifts are handled completely differently — not by Commercial Web Services. Dan Moser and the Lift Parts Service team do this part by hand: a person manually pulls each used machine's information out of the behind-the-scenes Quantum business software and then manually types or uploads that used listing onto the website, one at a time. Commercial Web Services is not involved in the used forklifts at all. This slow, manual, by-hand used-forklift upload is exactly the job we plan to automate in the rebuild — so the team no longer has to retype every used machine.

To say the key points plainly: (1) the new forklifts are handled by Commercial Web Services, which also automatically posts them onto the public marketplace named Equipment Trader; and (2) the used forklifts are handled by hand by Dan Moser and the Lift Parts Service team, who manually pull the data from Quantum and manually upload the listings — and that manual used-upload is the part we aim to automate. VERIFIED — the new-forklift inventory is loaded by the Commercial Web Services display tool, the photos load from Commercial Web Services' own image servers, and the automatic copy to Equipment Trader was confirmed in Kyle Free's recorded demonstration; the manual used-forklift upload by Dan Moser and the team (pulled from Quantum) was confirmed by Kyle Free / the Lift Parts Service team.

Room 3 — The brand "showrooms"

The website also has "showroom" pages — pages of brand-new equipment organized by the manufacturer that makes it, such as Clark or Linde, complete with the specifications for each machine. These showroom pages are also run by the same outside company, Commercial Web Services.

To say the key point plainly: both the forklifts he has for sale (Room 2) and the brand showrooms (Room 3) come from one and the same company — Commercial Web Services. VERIFIED — the live inspection confirmed the showroom pages are Commercial Web Services brand-catalog pages.

Room 4 — The parts store (the "Catalog" button)

There is a button on the website labeled "Catalog." When a visitor clicks it, they leave the main website entirely and land on a completely separate outside website at the web address theonlinecatalog.com/liftpartsservice. That separate website is a ready-made online parts store of roughly 33,000 parts, and it is run by an outside company named Specialized Mail Order. Kyle Free does not own this store — he rents it from Specialized Mail Order and brands it as his own, the same way many other forklift dealers rent the same store from the same company.

To say the key point plainly: the parts store behind the "Catalog" button is a separate outside website, run by a company named Specialized Mail Order, that Kyle Free rents and puts his brand on. VERIFIED — the "Catalog" link on the site leads to the Specialized Mail Order store, and Specialized Mail Order's own materials confirm the rented-and-branded arrangement.

Room 5 — The behind-the-scenes business software (Quantum)

Behind the public website, the staff uses internal software to actually run the dealership day to day — handling parts, service work, and stock. That internal software is made by a company named Dealer Information Systems, and the product itself is named Quantum. This is back-office software; it is not a public web page that customers see.

Important note: Alex Warren is working only on this Quantum software. The Quantum software is the entire scope of Alex Warren's involvement — he is not working on the website itself.

To say the key point plainly: the behind-the-scenes business software is named Quantum, it is made by a company named Dealer Information Systems, and Alex Warren's work is limited only to that Quantum software. VERIFIED that the customer sign-in link on the site runs on Dealer Information Systems; TO-CONFIRM with Alex Warren that the Quantum software the service department uses is the same Dealer Information Systems system.

Room 6 — The customer-relationship software (Pipeline)

There is a separate piece of software, named Pipeline, whose job is to store and keep track of his leads and customers. ("Leads" simply means people who have shown interest in buying.) The name of this software is CONFIRMED to be Pipeline (Grant Warren confirmed this directly on 2026-06-21). It is also CONFIRMED that the Pipeline software is managed in-house — that is, by a person who works inside Kyle Free's own business, Lift Parts Service. It is not managed by Grant Warren or Axis Studios, and it is not managed by Alex Warren.

To say the key point plainly: the customer-relationship software is named Pipeline, it is run by someone inside Kyle Free's own company, and our rebuilt website's only job with Pipeline is to feed new leads captured on the website into it. CONFIRMED (Grant Warren, 2026-06-21).

Room 7 — Email and visitor tracking

Two small background tools round out the picture. The marketing emails and the newsletter go out through a service named Mailchimp (a common tool for sending newsletters and marketing emails). And the website's business visitors are quietly tracked by a tool named Lead Forensics, which identifies which companies have visited the site.

To say the key point plainly: Mailchimp sends the emails and newsletters, and Lead Forensics tracks the business visitors. VERIFIED — both tools were found present during the live inspection of the site, and Kyle Free named them in his demonstration.

Section 3 — How it all fits together (the simple, repeated truth)

Now that we have walked every room, here is the most important takeaway, stated as simply and plainly as possible:

It is not one connected system. It is a collection of separate pieces, run by separate companies. Here is the whole picture in one short list:

• The new forklifts for sale and the brand showrooms are run by one company: Commercial Web Services. The used forklifts, by contrast, are not run by Commercial Web Services — Dan Moser and the Lift Parts Service team upload those by hand (pulling the data from the Quantum business software), and automating that manual upload is part of the rebuild.
• The parts store (the "Catalog" button) is a completely separate outside website, run by a different company: Specialized Mail Order.
• The behind-the-scenes business software is named Quantum and is made by another company: Dealer Information Systems.
• The customer-relationship software is named Pipeline, and it is managed in-house by someone at Lift Parts Service.

For the most part, these pieces do not talk to each other. They each run on their own. The only connection we have confirmed is that Commercial Web Services automatically pushes the new-forklift inventory over to the Equipment Trader marketplace. That is the single confirmed link between any of the pieces. VERIFIED.

Whether the parts store (run by Specialized Mail Order) or the new-forklift inventory (run by Commercial Web Services) secretly pull their live information — such as pricing or stock — from the behind-the-scenes Quantum business software (made by Dealer Information Systems) is UNKNOWN. TO-CONFIRM. We do not know, and we will not assume it. The open-questions section below names exactly who can confirm this.

Section 3.5 — The website layout: what feeds what

This is a picture of the whole setup at a glance. It shows every piece of the website, where each piece is fed from, and where each piece feeds to. On the published web page this is drawn as a real diagram with boxes and arrows. Below is the same information written out in plain text.

How to read the lines:

• A solid arrow (→) means a CONFIRMED connection — we have directly observed it.
• A dashed arrow (⇢, marked "to confirm") means a connection we still need to confirm — we do not yet know whether it exists.

The text version of the diagram (boxes and arrows):

``` The Main Website (built on WordPress) is the central hub.

CONFIRMED CONNECTIONS (solid arrows): [Commercial Web Services] --(confirmed: loads NEW forklift inventory + brand showrooms)--> [The Main Website (WordPress)] [Commercial Web Services] --(confirmed: pushes NEW inventory out; the ONLY outside-to-outside link)--> [Equipment Trader marketplace] [Dan Moser + the Lift Parts Service team] --(confirmed: USED forklifts uploaded BY HAND, pulled from Quantum — the automation target)--> [The Main Website (WordPress)] [The Main Website] --(confirmed: the "Catalog" button links out)--> [Specialized Mail Order parts store (theonlinecatalog.com)] [The Main Website] --(confirmed: the customer sign-in links out)--> [Dealer Information Systems "Quantum" portal] [The Main Website] --(confirmed: contacts flow to the email & newsletter program)--> [Mailchimp] [The Main Website: website leads] --(confirmed)--> [Pipeline (managed in-house by Lift Parts Service's own staff)] [Lead Forensics] --(confirmed: reads who visits the site)--> [The Main Website]

STILL TO CONFIRM (dashed arrows): [Quantum business software (back office)] ..(TO CONFIRM)..> [Specialized Mail Order parts store] (does the parts store pull its product data from the back office?) [Quantum business software (back office)] ..(TO CONFIRM)..> [Commercial Web Services inventory] (does the inventory pull from the back office?) [? unknown current path] ..(TO CONFIRM)..> [Pipeline] (how do leads reach Pipeline today? only the plan to feed website leads in is confirmed) ```

Legend: a solid line = a connection we have confirmed; a dashed line marked "to confirm" = a connection we still need to confirm.

The single most important point, restated: this is not one connected system. It is a main website with several separate outside companies' services attached to it. And the only confirmed data connection between those outside systems is Commercial Web Services sending the new-forklift inventory over to the Equipment Trader marketplace. Everything else either feeds into the central website or is linked out from it — and whether the outside systems quietly share data with each other behind the scenes is still to be confirmed.

Section 4 — The plan, in two phases

We are deliberately splitting the work into two phases so that Kyle Free knows exactly what is a confident commitment right now versus what is still being figured out.

Phase One — what we confidently do now

These are the things fully within our control. They do not depend on any outside company's cooperation, so we can commit to them today:

1. Rebuild the marketing website — make it faster and more modern, still built on WordPress (the same common website-building software the site already uses, so it stays easy to maintain).
2. Get the site found on Google and on artificial-intelligence search tools — make it show up in ordinary Google search, in the Google map results, and in artificial-intelligence answer tools (such as Google's artificial-intelligence summaries, ChatGPT, and Perplexity).
3. Optimize the Google Business Profile — the free business listing that appears on Google Maps and in the box on the right side of Google search results. We make it complete and accurate.
4. Make the business name, address, and phone number identical everywhere — on the website, on the Google Business Profile, and on every other online directory. Search engines trust a business more when these three details match exactly across the whole internet.
5. Build dedicated service pages and product or parts-category pages — a clear, separate page for each service and each major product or parts category, so each one can be found for its own searches.
6. Add a blog with posts that link back to those pages — regular helpful articles that point readers (and search engines) toward the service and product pages, which strengthens how those pages rank.
7. Run an email and newsletter program through his existing Mailchimp account (Mailchimp is the email and newsletter service already in use).
8. Capture website leads and feed them into his in-house Pipeline system — every contact and quote form on the new site feeds the lead into the Pipeline software that his own staff manages.
9. Automate the used-forklift listings — today Dan Moser and the Lift Parts Service team upload each used machine by hand, manually pulling its data out of the Quantum business software. We aim to automate this so used machines flow onto the website without the team retyping them. (This is separate from the new forklifts, which Commercial Web Services handles.)

Phase Two — later, no promises yet

These are the harder pieces that depend on outside companies. We are not promising anything on them yet. They keep running exactly as they are today, untouched, while we do Phase One. Before we propose anything here, we sit down with Kyle Free and map it all out together:

1. The parts store — run by the company named Specialized Mail Order.
2. The new-forklift inventory and the brand showrooms — run by the company named Commercial Web Services. (Note: the used-forklift listings are not a Phase Two piece — they are uploaded by hand by the Lift Parts Service team today, and automating that manual upload is part of our Phase One work.)
3. The behind-the-scenes business software — made by the company named Dealer Information Systems; the product is named Quantum.
4. All the connections between these systems — for example, whether the parts store or the inventory pull their live information from the Quantum business software.

To be unmistakably clear: nothing in Phase Two is touched, changed, or put at risk during Phase One. Each Phase Two piece keeps running on its own company's equipment exactly as it does today. We only map and plan Phase Two together with Kyle Free before proposing any change.

Section 5 — What we can and cannot control for getting found on search

"Getting found" means showing up when people search — in ordinary Google search, in the Google map results, and increasingly in artificial-intelligence answer tools. What we can control depends entirely on whether we built the page or an outside company did.

• Full control on the pages we rebuild. On every marketing page, service page, product or parts-category page, and blog post that we build in Phase One, we control everything that helps a page get found: the page title, the main headline, the description, the web address, the behind-the-scenes labels that search engines read, the page speed, and the content. This is where almost all of the get-found opportunity lives, and we own it completely. VERIFIED — these pages are ours to control once rebuilt.

• Limited or unconfirmed control on the Commercial Web Services new-inventory and showroom pages. It is UNCONFIRMED whether anyone can edit the get-found details on the new-forklift-inventory pages and the brand-showroom pages, because those pages are loaded by the outside company Commercial Web Services. (The used-forklift listings are different — they are uploaded by hand by the Lift Parts Service team, so once we automate and own that path, we control their get-found details too.) Across this industry, such pages are usually built from fixed templates with little room for the dealer to change them. The safe assumption is "managed by the company; request changes rather than edit them." The Commercial Web Services representative's answer sets the ceiling here. TO-CONFIRM with the Commercial Web Services representative.

Section 6 — Open questions, and who answers each

Below is every open question, grouped plainly by the one person or company who can answer it. Each question is spelled out in plain English.

For the Commercial Web Services representative (the company that runs the forklifts-for-sale and the brand showrooms)

1. Does Lift Parts Service have just the inventory-display add-on installed on its own WordPress site, or is the whole website hosted by Commercial Web Services? And can that inventory add-on be installed on a newly rebuilt website under the existing contract?
2. On the forklift-inventory pages and the brand-showroom pages, can the page titles, descriptions, headlines, web addresses, and the behind-the-scenes search labels be edited one page at a time — or are these controlled only by Commercial Web Services? Also: when a forklift sells, what happens to its page — does it disappear with an error, or does it redirect somewhere?
3. Is there a way for Lift Parts Service to get an export or a data feed of its own forklift inventory, so the inventory could later be shown on a custom-built page if ever wanted — and in what format?
4. What currently feeds the Equipment Trader marketplace listing, so that a future website change does not accidentally break it?

For Specialized Mail Order (the company that runs the parts store, listed phone 800-262-4525)

1. Can the parts store be pointed at a branded web address like shop.liftpartsservice.com, instead of theonlinecatalog.com/liftpartsservice, so the brand and the search credit line up better?
2. What get-found control, if any, does Specialized Mail Order give over the store's pages — or are they built entirely from Specialized Mail Order's own templates?
3. Is there a product or catalog export available, which would be useful for on-site parts search and for featuring certain parts on the new pages?

For Kyle Free (the owner) and his in-house Pipeline manager

1. Who is the specific in-house person at Lift Parts Service who manages the Pipeline customer-relationship software day to day? And how should new leads captured on the website be created and assigned inside Pipeline? (It is already confirmed that Pipeline is managed in-house, not by Grant Warren or Axis Studios and not by Alex Warren; this question just names the person and the exact hand-off method.)
2. What is behind the "My Portal" customer sign-in — for example, order history and service requests — and do customers actively use it?
3. Where does the forklift-inventory information originally come from inside the business, before Commercial Web Services displays it? Pulling from that original source may be cleaner later than pulling from Commercial Web Services.
4. Is the Specialized Mail Order parts store connected to the company's behind-the-scenes Quantum business software for pricing and availability, or is it a standalone store?
5. What access do we need to run the rebuild — read-only access to the current website, control of the web-address settings, access to Google Analytics and the Google Business Profile, and the brand assets (the logo and current photos)?

For Alex Warren (the lead on the behind-the-scenes Quantum software)

1. Is the Quantum software the service department uses the same Dealer Information Systems system that runs the "My Portal" customer sign-in — or is it something separate? (This is Alex Warren's lane, and the answer affects how we describe the customer sign-in.)

Glossary

Every term used in this document, spelled out in full and explained in plain words. No acronyms are used anywhere.

• WordPress — a widely used software for building and managing websites. The current site is built on it, and we rebuild on it too.
• Inventory — the list of forklifts and machines that the business has for sale.
• Commercial Web Services — the outside company that loads the new forklifts-for-sale and the brand showrooms onto the website, and automatically copies the new inventory to the Equipment Trader marketplace. It does not handle the used forklifts. (A Phase Two piece.)
• Used-forklift listings — the used machines for sale, uploaded onto the website by hand by Dan Moser and the Lift Parts Service team, who manually pull each one's data from the Quantum business software. Automating this manual upload is a Phase One goal. Commercial Web Services is not involved.
• Equipment Trader — a giant public online marketplace for equipment, like the website Cars.com but for forklifts and heavy equipment. The forklift inventory is automatically posted there.
• Showrooms — pages of brand-new equipment organized by the manufacturer that makes it (such as Clark or Linde), with specifications. Run by Commercial Web Services.
• Specialized Mail Order — the outside company that runs the rented, branded parts store at theonlinecatalog.com/liftpartsservice, holding roughly 33,000 parts. (A Phase Two piece.)
• Dealer Information Systems — the outside company that makes the behind-the-scenes business software named Quantum, and that runs the "My Portal" customer sign-in. (A Phase Two piece.)
• Quantum — the behind-the-scenes business-management software made by Dealer Information Systems, used by the staff to run the dealership. Alex Warren is working only on this.
• Pipeline — the customer-relationship software that stores and tracks leads and customers. Managed in-house by someone at Lift Parts Service. The rebuilt website's only job with Pipeline is to feed it new website leads.
• Mailchimp — the email and newsletter service the business already uses.
• Lead Forensics — the tool that quietly tracks which businesses visit the website.
• Leads — people who have shown interest in buying.
• Google Business Profile — the free Google business listing that appears on Google Maps and in the box on the right side of Google search results. Optimized in Phase One.
• Getting found / search-optimization — the work of making the site show up in Google search, the Google map results, and artificial-intelligence answer tools.
• VERIFIED — a fact we directly observed and confirmed.
• TO-CONFIRM — a fact we have not yet confirmed, with a note on who can confirm it.
• Phase One — everything we confidently do now and fully control: the rebuilt marketing site, getting found, the Google Business Profile, dedicated service and product pages, a blog, the email and newsletter program, and feeding website leads into Pipeline.
• Phase Two — the harder, outside-company pieces we leave running and only map and plan later with Kyle Free: the parts store (Specialized Mail Order), the new-forklift inventory and showrooms (Commercial Web Services), the Quantum business software (Dealer Information Systems), and the connections between them. (The used-forklift upload is not Phase Two — automating it is Phase One.)

Prepared by Axis Studios · The single source of truth for the Lift Parts Service rebuild · rewritten 2026-06-21 for plain-English, room-by-room clarity · grounded in the live inspection of the site, Kyle Free's recorded demonstration, and public research on the outside companies.