Nier Transportation

How a 20-year Phoenix black car operator moved from per-booking platforms to its own website, booking system and dispatch, with $0 per-booking fees.

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A black Cadillac Escalade parked in the Arizona desert

Photo 1 of 6: The fleet

The Brief

The short version, start to finish.

The problem
Since 2004, Nier's bookings came through platforms that took a fee on every ride and kept the customer list. A rider who booked Nier once was shown three other companies the next time, and the website was a brochure with no way to book.
What we built
A site built around the searches Phoenix riders make: 40 city pages, 3 airport pages for Sky Harbor, Mesa Gateway and Scottsdale, and 10 route pages. Behind it, the Full Platform: booking, dispatch, a driver app and payments through Nier's own Stripe account.
The switch
We built and tested while the old platform kept running. Vehicles, rates, service areas, corporate accounts and the customer list came over from an export. On launch day new bookings started on niertransportation.com, and there was never a day without a way to book.
What changed
Every booking is direct, with $0 per-booking fees. Confirmations, reminders and receipts carry Nier's name instead of a platform's, and the Leads Tool feeds Barry the hotels, venues and corporate accounts in his market each morning.
Who it's for
Operators paying a platform on every ride, or running a site that can't take a booking, from an owner who drives to a fleet of twenty.

What changed

Nier's first months on its own platform, against the years on per-booking platforms.

  • Per-booking fees$0BeforeA fee on every ride

    Every booking is a direct booking. The fees that grew with every good month are gone.

  • Pages built for search53BeforeA brochure site

    40 city pages, 3 airport pages and 10 route pages, each written for a search Phoenix riders make.

  • Organic traffic+105%BeforePrevious period

    The route and airport pages already rank for searches like "tucson to phoenix shuttle" and "sky harbor delta terminal".

  • Booking hours24/7BeforeOffice hours, by phone

    Riders see the price and book at 11pm without calling. The quote, the booking and the payment all happen on the site.

  • Customer listNier'sBeforeThe platform's

    It lives in Nier's dashboard, exportable anytime. No one shows Nier's riders three other companies.

  • Days offline at the switch0

    New bookings moved over on launch day. Rides already booked finished where they were.

What's inside

The parts of the platform this project runs on.

  • Online booking

    Service, time, route and vehicle, with the price up front. Round trips and multi-day trips in one booking.

  • Dispatch

    Barry assigns each ride from one board and sees every trip's status.

  • Driver app

    Drivers see their schedule and update each trip from their phone.

  • Flight tracking

    Airport pickups follow the flight, so a late landing moves the pickup.

  • Corporate portal

    Company accounts book under their own name and get one invoice.

  • Payments

    Through Nier's own Stripe: deposits, cards on file, payment links and refunds.

  • City and airport pages

    53 pages, each written for a search Phoenix riders make.

  • Leads Tool

    Hotels, venues and corporate accounts near Nier, found each morning.

“Fonts & Footers built us a direct booking platform that looks better than anything our competitors are running, and our clients actually use it. It paid for itself in the first month.”
Barry LaNierOwner, Nier Transportation