Fifteen years.
Three websites.

Sector

Porsche specialist servicing

Relationship

2011 to present

Scope

Website, SEO, content

Built on

WordPress

The previous sites carried fixed price servicing. It reads well on the page until somebody has to maintain it. Porsche covers an enormous spread of models, and oil services, brake pads and clutches all price differently across them. Keeping that accurate was a permanent job with very little coming back the other way.

We took it out and rebuilt the site around the thing that actually brings work through the door, which is being found by the right people in the first place.

Website · home

Website · servicing

Structure came before anything else. A dedicated landing page for each service, from specialist servicing through to engine and gearbox rebuilds and air-cooled work, each one able to rank on its own terms. Alongside those, a run of articles written to answer the questions owners genuinely type, which is as much about answer engines now as it is about search results.

Independent Porsche servicing is a competitive market. Established specialists on one side, newer arrivals with a fresher look on the other. We spent time on what the competition were doing before we drew a single screen.

The business runs on Lawrence McGovern. Four decades on these cars, starting at AFN, then Ruf GB working on the CTR2, and now his own workshop in High Wycombe. Customers deal with him directly and that is the reason they keep coming back, so the copy talks like a person rather than reciting capability. Short, readable sections, real photography mixed with stock, and enough on the page for someone to work out in seconds that this is a specialist rather than a general garage.

We are still writing the articles and still running the search work. Rankings have moved up considerably, traffic with them, and the part that matters is that the traffic turns into enquiries.

Words