Specialist car bodyshop Washington Coachworks had a basic 4-page website that didn’t represent the business at all well, was nowhere to be found in Google, and wasn’t generating any enquiries.
Discovery and Strategy
I talked to them about their business: what they did, how they did it, and who their customers were. I drilled into their history and experience, expertise and skills, and asked what problems they faced. I explored their plans for the future and the direction they wanted to take their business, and what they wanted their website to do for them.
Wireframes and Content
I began by drawing wireframes for the new site structure, and producing the content for each page and section. The copy was written with each type of customer in mind:
- main dealers and independent garages
- private customers of mainstream vehicles
- owners of prestige cars and supercars
- owners of classic/restoration cars
Right on the Home page the repair process under insurance is explained for private customers who might be unaware that they had a choice where their car was repaired.
The content communicates the business USPs whilst being SEO friendly:
- Washington Coachworks’ status as an approved repair centre for manufacturers including Fiat, Alfa Romeo, Honda and Suzuki
- the high standard of repairs, adherence to strict quality controls, and excellent customer care
- expertise in repairing and restyling prestige marques, performance supercars, and restoring classic cars
- staff skills and experience, and comprehensively equipped body shop facilities
A great way for Washington Coachworks to showcase their work is to use the website as an archive of work projects. Articles present the stages through projects using photo galleries, and the archive is organised by manufacturer name for easy navigation – for example, Ferrari owners can easily locate Ferrari projects.
Regularly adding projects to the archive keeps the website up to date, interesting and informative, which encourages visitors to stay for longer, plus they are more likely to return. Adding content raises the online profile of the business and builds authority, is good for SEO, and is great for Google.
A contact page with upload form enables customers to send photos of their damage to Washington Coachworks to help with providing quotations. A map giving directions helps customers find the workshop.
I resurrected dormant Facebook and Twitter accounts. Washington Coachworks now use them to share project updates, photos and news with followers.
Inside the Dream Garage
I discovered an old YouTube video featuring the supercar collection of one of Washington Coachworks’ customers which had been recorded for Channel 5’s Fifth Gear programme. Since then changes and additions had been made to the collection. It seemed a great opportunity for a follow-up video.
We produced a new video featuring the latest cars. I wrote an article to accompany it on the website, and also published the video on YouTube and Vimeo.
To date the video has been viewed more than 450,000 times. It attracts visitors to the website from all over the world, and is the most visited page on the website.
Supercar Track Day Competition
In 2015 I created, managed and promoted a competition to win a Supercar Track Day experience using the website.
"Jason was recommended to us and delivered a website that exceeded our expectations and looks fantastic. He is enthusiastic and has a genuine interest in helping us with the future success of our business."