Client: Autoretrim (Halesowen, West Midlands) Industry: Automotive Upholstery & Restoration Project Timeline: 2 Weeks (Design to Launch) Live Site: www.autoretrim.co.uk

1. The Challenge: A Disconnect in Craftsmanship

Autoretrim is a “Master Trimmer” business with over 35 years of experience, working on everything from daily drivers to classic Jaguar E-Types. However, their previous website was failing to communicate this level of prestige.

• The Pain Point: The old site was dark, text-heavy, and outdated. It didn’t differentiate between a quick cigarette burn repair and a £5,000 custom bespoke interior.

• The Goal: Build a digital showroom that feels as premium as the factory hides they use, while ensuring high local SEO performance for the West Midlands area.

2. The Solution: Strategic UX & Design

We delivered a complete overhaul in just 14 days, focusing on Strategic UX & Design:

A. Segmented User Journey

We recognised that Autoretrim has two very different types of customers. We restructured the navigation to guide them instantly:

• The “Daily Driver”: For customers needing quick, practical fixes (cigarette burns, worn bolsters). We created a direct path for these high-volume inquiries.

• The “Bespoke Enthusiast”: For high-ticket clients (VW Camper conversions, Classic Car restoration). We built a visual-heavy experience for this segment to showcase custom stitching and materials.

B. Building Trust & Authority

In the automotive trade, trust is currency. We engineered specific “Trust Signals” into the design:

• “As Seen on TV” & 5-Star Badging: Prominently placed to establish immediate credibility.

• Authentic Testimonials: We integrated a review section featuring real stories (e.g., the Jaguar E-Type restoration) to prove their capability across different vehicle classes.

• Local SEO Focus: The copy was written to target key areas (Halesowen, Stourbridge, Solihull), ensuring the client captures local search traffic effectively.

C. Technical Performance

A pretty site must also be a fast site.

• Speed Optimisation: Despite using high-resolution imagery to show leather textures, we optimised load times to ensure the site scores highly on Google Core Web Vitals.

• Conversion Optimisation: We replaced generic contact links with a streamlined “Get a Quote” form that captures specific vehicle details, saving the client admin time by pre-qualifying leads.

3. The Result

The new Autoretrim.co.uk is no longer just a brochure; it is a lead-generation engine. It perfectly balances the heritage of a 35-year-old business with the modern expectations of today’s digital consumer.

“We monitored the site post-launch to ensure indexing was correct and that the new ‘Service Area’ pages were ranking for local searches. The transition from the old site was seamless, with zero downtime.”

Need a similar transformation for your business? Contact us today for a free consultation.