As one of of West Yorkshire’s longest-standing car dealerships, Harratts needed a clean and modern design which reflected their heritage. With hundreds of new and used cars regularly coming in and out of stock at locations across the region, the site had to be easy-to-browse for the user and easy-to-edit for Harratts staff.
A WordPress build taking the best bits of the previous Harratts site design and giving them a little facelift. Hundreds of unnecessary pages were consolidated into the existing structure, providing a better customer journey and making the site easier to crawl for search engines.
Within a few weeks the site had already seen improvements in key on-page metrics; Bounce Rate dropped by 5% in the first month, while Time on Page increased by 20%. New landing pages created during the site restructure were ranking in the top 10 Google search results within 3 weeks.
Harratts were looking to run a new registration campaign for all 5 of the manufacturers they represent. It needed to be unique and creative but still fit within each manufacturer’s brand guidelines; a task that our designers have a lot of experience in.
The campaign was rolled out across a number of touchpoints; on the website, on appointment forms, through Point of Sale displays at the showroom and on a bespoke postal mailer which was sent to the customer database. It was vital that messaging and creatives remained consistent on every platform if the campaign was to prove successful.
It seemed to work; new 68 registrations were boosted across all manufacturers and models as a result of the push.
The Harratts Kia franchise run a pretty unbelievable promotion. For a limited time only you can get your hands on a brand-new model at the cost price, plus an extra £1 coin.
Both direct mail and email campaigns were developed, while Point of Sale displays were arranged on-site to make it clear exactly which cars were included in the offer.
An SEO audit was carried out before the redesigned website went live, with the new build incorporating a number of the optimization suggestions which came about as a result of the audit. The number of pages was reduced to ensure that only quality, useful content made it onto the new site, improving the user journey and making the site considerably more crawlable for search bots.
At the same time, new landing pages were created to capitalize on search opportunities identified during our keyword research – pages which needed only a few weeks to rank on page one and bring traffic.
Attracting new visitors through SEO is great, but retaining existing customers is even better. Harratts are keen to reach out to customers directly and reward their loyalty with exclusive offers or limited promotions. We write, design, build and send a variety of email marketing campaigns for group, with open rates significantly higher than the industry average.
“The greatest journeys begin by clicking a submit button.”
That’s what Chinese philosopher Lao Tzu might have said if he was around today.
Use the contact form to let us know what you’re looking for (the more details, the better) and we’ll put you in touch with the relevant team member.
We know most people prefer the faceless form, but we still like an old-school phone call every now and then. 01924 201711