Automotive Tools

The background

Automotive Tools, a well-established family-owned business hailing from Burnley, specialises in providing an array of cutting-edge automotive maintenance equipment to a diverse portfolio of motor trade clients.

This multi-generational business possesses a loyal customer base firmly rooted in the northwest region of England. However, with an ambitious vision, Automotive Tools aimed to capitalise on the vibrant UK-wide market by stimulating growth and expanding their customer horizons across the entire nation.

To realise their objectives, they asked Relative Marketing to use our expertise to inject fresh vitality into their digital presence by overhauling their website and crafting a bespoke, robust SEO strategy.

Our services

How we helped

SEO planning and strategy
Technical SEO work
On-page SEO work
Content writing

The challenge

Automotive Tools’ Magento 1 CMS ecommerce website was no longer supported – without updating to Magento 2, they were seriously at risk from hackers.

So there was clearly an urgent need to upgrade the site. But with around 12,000 products and a huge content library to work through it was important not only that the site be fit for purpose but also that potential customers could find it and that it come top of search engine rankings for their specific products. With a relatively small marketing budget for both the website and SEO strategy, they turned to us at Relative for an effective and affordable solution.

The solution

As with every project we take on, we started by taking time to really listen. We know digital inside-out, but we’re no experts in the automotive tools market. So combining the client’s depth of knowledge with our digital expertise was key to constructing the best strategy, and to optimise the website’s ability to generate business.

The resulting site rebuild focused on Auto Tools’ most profit-yielding products – such as vehicle lifts, tyre equipment, bespoke tools, electric and hybrid tools. We also highlighted OMCN, as Automotive Tools are OMCN’s main UK distributor. Keywords were made integral to the navigation. We also set up a news page for additional content to utilise keywords, and content marketing for the target topics.

Alongside managing and delivering the site build, we also simplified the user journey. We built in features such as the ability to search by lift type for instance, and we gave customer case studies more prominence.

Automotive Tools were very pleased with the resulting reworked site, its functionality, simplicity, and business-building focus.

Their confidence in us has also led to our adding a robust SEO strategy. To ensure that the site is easily accessible and visible to their audience. Driving interest and sales to the site.

The results

Auto Tools’ newly updated website has sparked a surge in UK-wide inquiries, predominantly interested in their high-value products, thereby increasing profitability. A comparison of the trading year pre- and post-website relaunch reveals striking growth:

Users up by 269%
Sessions up by 276%
Page views up by 249%

Their SEO strategy is generating upward keyword movements:

‘OMCN’ keyword ranking up to position 2
‘OMCN lift’ keyword ranking up to position 4

Regular and ongoing activities like updating page titles and metadata, enriching sales page content, implementing more header tags, are not only paying off but also improving the understanding of visitor and potential customer intents.