Retail detailing revenue arrives one car at a time. Fleet revenue arrives on a contract and keeps arriving whether or not anyone posted to Instagram that week.
A fleet detailing website wins commercial accounts by treating fleet managers as a distinct audience with their own page, their own proof and their own intake path. Retail buyers want photos and a price. Fleet buyers want capacity, scheduling, invoicing terms and documentation. Most detailing sites answer the first set of questions and ignore the second, which is exactly why the higher value buyer leaves.
The Commercial Segment Is Growing Faster Than the Market Around It
Commercial fleet operators accounted for $8.6 billion of detailing spend in 2025, and that segment is forecast to reach $17.7 billion by 2035 at a 7.4% compound annual rate, against 5.6% for the detailing market as a whole.
Source: GM Insights, Car Detailing Service Market
The gap between those two rates matters more than either figure alone. Fleet work is pulling ahead of retail work because it answers an operational problem rather than an emotional one. A logistics company with 40 vans does not book a detail because the paint looks tired. They book because clean vehicles protect a brand in front of customers and because resale sits on a depreciation schedule somebody has to defend in a budget meeting.
Rising demand is not the same as easy demand. The shops capturing this work are the ones a fleet manager can evaluate in four minutes, alone, without calling anybody.
A Fleet Manager Reads Your Site Differently Than a Car Owner Does
We build websites for detailers, PPF installers and tint shops across the US, and the same pattern shows up in almost every audit we run. The homepage speaks fluently to an enthusiast and says nothing at all to a procurement decision.
A commercial buyer arrives with a checklist. How many vehicles can this shop process in a week. Do they come to our yard or do we have to deliver units. What is the turnaround per vehicle. Are they insured to work on our property. Will they invoice monthly or ask for a card at every visit.
A hero section that promises a showroom finish answers none of those questions. Worse, it signals that the shop has never served an account like theirs. Fleet managers are conservative buyers by job description, because the cost of a bad vendor lands on them personally when six trucks sit idle on a Tuesday morning.
The fix is not softer marketing copy. The fix is a second set of answers, built for a second reader.
Give Commercial Work Its Own Page and Its Own Entry Point
One line in a service list does not count as serving this audience. Commercial work needs a dedicated page at its own URL, with its own entry in the navigation, so a fleet manager who lands anywhere on the site can find it in one click.
That page carries the operational facts a retail page would never mention. Weekly vehicle capacity stated as a number. Service radius with the counties or metro areas named. On site service versus drop off, with a clear statement of what you bring and what you need from them. Turnaround per vehicle class, because a box truck is not a sedan. Insurance and liability coverage. Payment terms in plain language.
Then the intake has to match. A retail booking form asking for year, make and model is useless to somebody with 40 units, and asking them to fill it out 40 times is how you lose the account before a conversation starts. The commercial form asks vehicle count, vehicle classes, service frequency and number of locations, then routes to a person instead of a calendar.
This is the part we spend the most time on when we build sites for automotive shops, because the routing decision is what turns a curious visitor into a qualified conversation.
Documentation Is the Product You Are Actually Selling
Fleet accounts do not run on per visit transactions. They run on consolidated monthly invoicing, and the managers behind them expect before and after photo proof plus a condition report on every vehicle.
Source: Fleet detailing software report, 2026
Read that again, because it reframes what a commercial page should show. The deliverable is not the detail. The deliverable is a documented, repeatable process that a manager can forward to their own boss without editing it first.
So put the system on the page. Show a real condition report. Show what a monthly invoice looks like. Show the photo documentation format you use per unit. A shop that displays its reporting output reads as a vendor. A shop that displays only shiny paint reads as a contractor who will be hard to manage.
The commercial page should make these five things obvious without a phone call:
Vehicles processed per month
Turnaround window per vehicle class
A sample condition report or photo documentation set
One named reference account, with permission
Payment terms and invoicing cycle
Two Pricing Models, One Website
Retail pricing belongs on the site. Fleet pricing does not, because it moves with volume, frequency, vehicle mix and location count. The trick is holding both without looking evasive on either.
Publish retail packages with real numbers. On the commercial page, publish the structure instead of the figure. Say that pricing runs per vehicle class on a monthly agreement, that frequency and fleet size move the rate, and that a quote comes back within one business day.
Structure without a number still reads as transparency. Silence does not, and a form that says nothing about how you price gets abandoned by the exact buyer you want.
Recurring monthly billing is the reason this page earns its build cost. One 30 vehicle account on a monthly agreement stabilises a schedule that retail work never will, and it does not evaporate when the weather turns in November.
The Takeaway
Fleet and commercial work is the steadiest revenue in detailing, and it is bought by a reader most detailing websites never address. Give that reader a page with capacity, terms, service area and documented proof, then give them an intake path that does not ask for a license plate. The demand is already growing faster than the retail market. The shops that win it are the ones easiest to evaluate.
This article was written by the team at Xenon Builds, a web design and booking automation agency built exclusively for the automotive industry. Learn more at xenonstudio.net.
