In October 2026 we looked up the websites of the 350 largest independent tractor dealers in 16 states to see who runs them. Here’s the short version. The full survey, and how we did it, is on our dealer platform survey page.
Who runs the websites
| Website provider | Dealers | Share |
|---|---|---|
| Dealer Spike, including ARI | 75 | 21% |
| TracTru’s Thrive | 72 | 21% |
| WordPress, built by many different agencies | 71 | 20% |
| Sandhills | 33 | 9% |
| Other platforms and site builders | 41 | 12% |
| Couldn’t identify | 58 | 17% |
About one in five runs on Dealer Spike, one in five on TracTru, and one in five on WordPress. Nobody owns the market.
How fast they load on a phone
We ran Google’s own speed test, on its phone setting, on up to ten sites from each provider. Higher’s better, out of 100.
- Dealer Spike: 86 on average. 8 of 10 sites passed.
- Sandhills: 47. 1 of 10 passed.
- WordPress: 46. 1 of 8 passed.
- TracTru’s Thrive: we couldn’t test them. A security checkpoint stopped every automated test.
That’s one test per site, so your own score will bounce around.
What we found when we looked closer
We also opened 15 dealer sites in a browser and looked at what each one hands Google.
- Thrive: 5 of 5 sent their inventory page with no machine names and no links to machines. A script fills the list in afterward.
- Dealer Spike Spark, the platform that used to be ARI: 3 of 3 sent real links to every machine. Credit where it’s due.
- Sandhills: 0 of 5 listed a single machine in the file the website gives Google, including a dealer with 527 machines for sale. All 5 stamped every entry with the same date.
What it means
Every one of these companies builds websites to run a dealership: inventory, leads, service. They do that job. None of them is built to keep a page working for you after the machine on it sells, or to bring in buyers from the towns around your stores.
That’s not a reason to switch providers. It’s a reason to build what your website was never meant to do, right alongside it. See what we found on Dealer Spike, Thrive and Sandhills websites, with checks you can run yourself.
Wondering why that matters for how buyers find you? Read why SEO is important for an equipment dealership website, and why inventory sites have such a hard time ranking on Google.