Brake & Service World
Brake & Service World (BSW) is a leading local vehicle service centre operating from two locations, in Luton and Letchworth.
Offering a full range of maintenance services including servicing, MOT’s, brakes, suspension, aircon, clutch and gearbox replacement, BSW aim to deliver the best service, value for money and high levels of trust to drive their business forward and to maintain a great reputation.
Objective
Brake and Service World required a single digital agency to advise, plan, implement and support the growth of their online business and was attracted to our in-house expertise, ongoing SMARTT website services, and account management.
Key objectives including delivering a more robust content management system which was easy to administer, a responsive site that would perform well across all devices, and a new bespoke online booking system which integrated with their existing calendar system.
To drive the business forward they required a comprehensive plan to acquire more online customers through search engine optimisation, social media and pay per click marketing.
Impact
July 2019 compared to July 2017
162%
increase in monthly website revenue
21%
uplift in eCommerce conversion rate
63%
ROAS (return on ad spend) Improvement
Approach
We designed and built a bespoke responsive WordPress website, providing a consistent and easy to use cross-device user interface and integrated a custom CMS system for ease of day to day management.
The aim of the design was to funnel users towards the booking engine which we simplified to provide users with a smooth process leading them down the sales funnel. The booking system was integrated with a 3rd party calendar system, allowing users to easily book MOTs, car services, and add-ons online.
We were able to implement all the necessary technical SEO adjustments from the start. This included proper silos (category pages, no-index tag pages, URL structure, navigation hierarchy, etc), implementation of 301 redirects, SSL implementation and conversion/e-commerce tracking in Google Analytics.
The primary target audience were car owners who live or work within 5 miles of the service centres. The digital marketing team implemented a three-phased approach to improving local search performance.
The first step was to create new landing pages targeted at and optimised for localised search terms. The second stage was to undertake a citation audit and thirdly, work with the client to develop a coherent strategy to improve reputation management and review collection.
Highlight: Local search / PPC budget
We took over the ongoing management of their Google AdWords campaigns, after an initial audit which uncovered that a large chunk of the budget was being wasted on unprofitable areas of the business and expensive generic keywords that did not convert.
We restricted ad spends in those areas of poor performance whilst directing the bulk of the budget towards keywords that had better conversion and produced some great results.
Brake and Service World’s online outreach has gone from strength to strength. It’s been terrific to see the results of the SEO and PPC advertising driving growth for this local business.
Carl – Senior Digital Marketing Executive, Granite 5
