Ringways is the name for used cars in the Leeds and Doncaster areas, but their website wasn’t befitting of their superb reputation. It was a little outdated, and the user experience wasn’t great. As a result the site was under-performing in the organic rankings.
We gave the site a refresh in terms of design and the customer journey, focusing on the key areas of new and used cars. We oversaw the design, development and implementation process to ensure that the site didn’t suffer any adverse effects during the switch.
With the redesign live we turned our focus to analytics and conversion rate optimization to make sure the site did what it was supposed to do; attract visitors and turn them into potential customers.
As one of the longest-running dealerships in the North, Ringways has an awful lot to be proud of. Unlike some dealerships, they’ve never chosen to position themselves on price, instead focusing on over six decades of exceptional customer service.
So when Ringways asked us to develop a brand campaign which reflected their core values across every area of the business, it didn’t take long to come up with the ‘proud to be different’ slogan.
The motto appears prominently on Ringways’ point of sale displays at their Ford and Kia dealerships, across the entire website and in various printed publications.
The Motoring Scene magazine was born when Ringways were looking for a way to present their latest offers and company news to the public. It’s a glossy A4 publication, published 4 times a year and handed out to prospective customers in the showroom.
We take care of the magazine from start to finish, including copywriting, design, and production.
An SEO plan was devised to compliment the redesign, focusing on the relevant keywords which bring the most value for the business. The early signs are promising; rankings and traffic have both seen an increase since the new site went live.
With a range of demo stock at the Leeds Ford site, Ringways were looking at ways of offering the vehicles to customers. We suggested a Demo Clearance, inviting people down to the showroom to take advantage of some huge savings. To promoted the event we designed and distributed a direct mail campaign followed by an e-shot and SMS to their customer database.
Gorgeous cars, delicious food and a bit of retail therapy – is there anything better?!
When Ringways were looking to reach new audiences with their Ford product range, PAB Studios hooked up with House of Coco’s CEO, Laura Bartlett – the home, fashion, lifestyle and fashion guru who is renowned for her big hair and effervescent personality.
Together we crafted a bespoke evening with Ringways as the headline sponsor.
We reached over 50,000 like-minded individuals across Yorkshire and attracted some high-impact publicity which brought in a full house on the night.
Ringways have worked with PAB for over 20 years in a long-standing relationship built on trust and respect. Recently, we have had a big focus on SEO and website development. Over the last 12 months, with PAB’s help, we have seen a significant increase in website traffic in addition to an increase in Google rankings for key search terms. PAB are an integral part of our business who work incredibly hard and have the right infrastructure in place to react to changing market conditions.
Stephen Russell – Managing Director
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