The new hero leads with the promise, not the product: "Parts that fix what a lift kit breaks." Under it, a proof strip that answers the credibility questions in four numbers — 6061-T6 billet cut in-house, CNC machined in the USA, 1999–2026 model years, seven Toyota and Lexus platforms. Further down, a plain-language section on why lift kits break things, because a customer who understands the problem buys the correction.

Collection pages gained a fitment filter, availability and price filters, intro copy for each generation, and an "other rigs" row for switching platforms in one click. Product cards carry badges you can read at a glance: how much lift a part actually provides, and whether it's TRD PRO compatible. Product pages lead with fitment, above the title where the doubt lives — and when a part doesn't fit the customer's truck, the page says so and links to what does.

Most people arriving at this store don't search for a carrier bearing drop kit. They search for "my truck shudders since I lifted it." So we built a section that starts with the symptom and ends at the parts that solve it — driver-side lean, driveline vibration, tire rub, bed bounce, loose steering, and "I just want another half inch up front." Each one maps to a real collection. It's navigation and sales copy at the same time.