Motor Village’s website was designed by Visarc and launched last year, following a six-month project plan.
Changes designed to drive sales included clear brand representation and ease of navigation for users across new and used cars, aftersales and fleet.
Motor Village’s design changes were made to ensure that the website was fully responsive across different platforms, with careful consideration given to page layout, structure and hierarchy of content.
The copy was written with the user in mind and the pages carry a host of video and images to inspire enquiries and generate leads. Motor Village also focused on improving its SEO performance and this greatly influenced site structure, architecture and content development.
It has had 45 keyword rankings in the top three positions on Google and 98 rankings in the top 10. Organic traffic was up by 15% year-on-year and it increased new users by 17% year-on-year.
It also implemented event tracking across the site so that lead generation and conversion data could be extracted.
Motor Village said it had 75 enquiries from the website and an increase in web-based enquiries from the previous two years. At the time of entry to the AM Awards, Motor Village’s conversion rate, from web enquiries to actual sales, was 5%. It has already entered the next phase of SEO, which saw a 10% traffic increase in September.
A spokesperson for Motor Village said: “We are particularly delighted with the traffic increases driven through SEO and AdWords activity to date and the ongoing commitment from Motor Village to performance marketing after the site launch.
“With ongoing development and a digital marketing performance programme, we hope to see further improvements in driving quality traffic to the site.”