LeMans Motors is a mechanical business with four workshops across Brisbane, 2.9K monthly organic website visitors, and an $8k+ traffic value. They haven’t always been totally smashing Brisbane’s automotive scene though.
When we first met with LeMans Motors, they had two workshops and their website was generating minimal organic traffic — they were heavily dependent on Google Ads to generate their traffic. We proposed a new website optimised for search, and a strong local SEO strategy
The first step was a new website. At the time, LeMans was sporting a simple 5-page website. We designed a 10-page website that included full pages of content for those lucrative terms like ‘Car Service’ and ‘Car Repairs’.
Integrating an online booking system into the website, we made it as simple as possible for customers to just book their car in for a service online. We made sure there were super clear and attention grabbing CTAs to get the maximum amount of bookings.
Our designers wanted to position LeMans as a go-to for your car service and nothing makes you look professional like professional photography. We had a photographer head out to LeMans’ workshops and snap some pictures of their mechanics in action. It means users can trust the workshop, put faces to names, and they get to see the quality of the workshops and equipment LeMans uses.
Creating unique, keyword-optimised copy for LeMans, we took the AIDA approach on this website: Attention, Interest, Desire, Action. Our copywriting team took the time to make sure all of the benefits of choosing LeMans were immediately clear to the user, while ensuring each page was optimised for its primary keyword and secondary keywords.
We scattered relevant Google reviews and testimonials throughout the website to back up every good thing we said about LeMans with the evidence.
Like we said, we really wanted to cement LeMans Motors as the mechanic to go to, the one to trust. Google reviews were a brilliant way to do this. It’s also a kind of “low hanging fruit” technique. We couldn’t immediately outrank all of LeMans’ competitors, but we could make them show up first in Google listings based on their rating.
Local SEO was the biggest concern for LeMans Motors. Ranking generally is obviously ideal but if there are potential customers out there you want to be able to find you, it’s the local ones. We jumped on Google Places, now known as Google My Business.
The new website was on its way and we were confident we’d see some good results from it, but at the time, there was no organic traffic heading to LeMans’ domain. We set up an Adwords campaign to get traffic flowing to the website, so when we launched the new site, it’d have a solid foundation to grow on.
Once the website had gone live, we continued partnering with LeMans to boost their online presence and client-base.
LeMans are general mechanics but they specialise in European car servicing. So, aside from the obvious terms like ‘Car Service’ and ‘Car Repair’, they were keen to rank for the suburbs surrounding their workshops and European car brand services.
We created landing pages for the suburbs their workshops were based in, before targeting the surrounding suburbs too. Then, we created landing pages targeting those European car keywords, like ‘Mercedes Service Brisbane’.
LeMans Motors’ Milton workshop was the first to be established and they’re almost always in that #1 position for the best keywords.
“Mechanic Milton” is the primary and most-searched keyword for that service. Below shows their ranking over the last 90 days.
LeMans Motors currently ranks in the top 3 positions for 15 different Brisbane suburbs. They’re on Page One for seven different European car brands.
You can also see they are ranking from #1 to #3 for 74 different keywords.
Volkswagen-related keywords are some of the most competitive of the European car brands. LeMans Motors are Page One for a bunch of different VW search terms.
The graph below shows their traffic increase for Volkswagen search terms.
SEO is all about establishing your website as a legit, authoritative source. So, to balance all of the promotional landing pages, we started creating blog content for LeMans too. Discussions around fuel types, how-tos, explainers on tricky car problems — those kinds of content pieces.