The Brief

We’ve worked with Colin Appleyard since 2015, a multi-dealership franchise specialising in both cars and bikes, so when they came to us to take the next steps for their business, we weren’t afraid to step up to the mark.

The problem they faced was the fact that both their car and bike products sat on one single site, making it more difficult to rank organically for both product types, plus making a less desirable user experience for the customer.


The solution

After various in-depth discovery sessions, Blue Mantis suggested separate areas for bikes, cars and the Colin Appleyard shop - all with their own subdomain and unique filtering system for browsing products. This would allow for a better user experience and also enable more targeted SEO and marketing campaigns, which could be managed easily within the updated Content Management System.

What we did

  • Fully transactional multipurpose website
  • Ability to add offers and apply site wide
  • Upgraded user experience driven drop downs and navigation
  • Enquiry management system
  • Better stock visibility
  • Improved sales management
  • An easily accessible & navigable CMS, with a drop down system to access the different subdomains
  • SEO management within the CMS
  • CAP HPI API feed integration
  • Strategic marketing campaigns including PPC, SEO, Social ads, PR
  • Upgraded forms and booking system for MOTs and servicing appointments
  • Test drive forms
  • On page sticky bar that keeps a user on the page and shows different forms:
    • - ‘Value my vehicle’
    • - ‘Book a test drive’
    • - ‘Request a brochure’
    • - ‘Make an enquiry’
  • Dynamic vehicle banners that pull in information about each vehicle to entice the potential customer, including emissions, insurance group information and road tax
  • Outcome

    A huge increase of 133% in inquiries, year on year, a clean, easy to navigate website and smart tracking systems to help the business make daily decisions on how to outperform competitors.