Case Study · Towing & Transport · Louisville, KY
Suburban Towing Has 200+ Trucks and Louisville Metro Police Contracts — but Every CTA on Their Site Says “Call \\ \\ Now”
Suburban Towing — Louisville, KY · suburbantow.com
A 200-truck operation trusted by Louisville Metro Police and multiple sheriff's offices — and every single call-to-action button on their website is broken with raw escape characters visible in the text.
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The Evidence
Every call-to-action button on suburbantow.com renders raw backslash escape characters. 'Call \\ \\ Now', 'Send My \\ \\ Location', 'Contact \\ \\ Our Team', 'Get \\ \\ Directions' — the most critical buttons on a towing site are broken.
Suburban Towing has been operating in Louisville since 1969 — over 55 years, a fleet of 200+ trucks, and contracts with Louisville Metro Police and multiple county sheriff's offices. That's not a small towing operation. That's an institution. And their most critical web element — the “Call Now” button — is broken.
The Business
Suburban Towing is one of Louisville's largest and longest-operating towing companies. Founded in 1969, they run a fleet of over 200 trucks and hold contracts with Louisville Metro Police and multiple Jefferson County sheriff departments — the kind of institutional trust that takes decades to earn.
When a driver stranded on I-65 Googles “Louisville towing,” Suburban Towing should be the obvious call. Instead, that driver finds a website where every single action button is garbled with escape characters — and the urgency headline is too.
What We Found
Every CTA Button Is Broken
Across the entire site, every call-to-action button renders raw escape characters in the button text:
Call \\ \\ NowSend My \\ \\ LocationContact \\ \\ Our TeamGet \\ \\ Directions
For a towing company, “Call Now” is the single most important button on the site. A stranded driver reading “Call \\ Now” is not going to feel confident about the operation behind it.
The Urgency Headline Is Broken Too
The urgency copy — designed to drive immediate calls — reads: “call now for immediate \\ \\ towing & transport service”. The same escape character corruption extends to the marketing copy, not just the buttons.
Duplicate Testimonials and Partner Logos
Customer testimonials repeat verbatim twice on the same page. The “Business Partners” section — which shows 7 partner logos — also appears twice in full, due to a carousel malfunction. These duplications make the site look technically broken and unattended.
What We'd Fix
Clean, Functional CTAs — Especially “Call Now”
Properly rendered button text with no escape characters. A direct-dial phone button that works on every device — especially mobile, where 85%+ of emergency towing searches happen.
Institutional Trust Signals Visible Immediately
200+ trucks, Louisville Metro Police contracts, and 55+ years of operation should be visible above the fold — not buried under broken buttons. Suburban Towing has earned the credibility; the site needs to show it.
No Duplicated Content
Single, clean instances of testimonials and partner logos — no doubled sections, no carousel malfunctions. A site that looks intentional and maintained.
Louisville Towing SEO
Optimized for “towing Louisville KY,” “emergency towing Louisville,” and “I-65 towing Louisville” — so the company with the biggest fleet in Louisville is also the easiest to find online.
Spec Redesign Deliverables
- ✓Functional CTAs — “Call Now”, “Send Location”, “Get Directions” all clean and working
- ✓Fleet size and police contract trust signals above the fold
- ✓Single clean instances of all testimonials and partner logos
- ✓Emergency towing flow — 3 seconds from landing to dialing
- ✓Louisville towing SEO — visible for I-65 and metro searches
- ✓Mobile-first — works perfectly on the phones people use during emergencies
The Opportunity
Suburban Towing has the operation that every competitor is trying to build. 200+ trucks, law enforcement contracts, and more than half a century of institutional history in Louisville. The gap between their actual operation and their online presence is enormous — and entirely fixable.
A site where “Call Now” actually says “Call Now” — and where 200 trucks and police contracts are the first thing a visitor sees — would convert at a meaningfully higher rate than the current site, with zero changes to the underlying business.
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