Autokeys
Autokeys has been Rugby's premier automotive locksmith for over 22 years, providing comprehensive vehicle security solutions across Warwickshire. As a family-owned business, they specialise in everything from emergency vehicle access and key replacement to sophisticated immobiliser repairs and van security solutions. Their reputation for excellence in the local community has been built on decades of reliable service and technical expertise.
Despite their established presence in Rugby spanning two decades, Autokeys' digital presence had gone through various iterations without finding its stride. Previous attempts ranged from costly agency-built websites to DIY solutions using platforms like GoDaddy, none of which effectively showcased their expertise or generated consistent leads. The disconnect between their excellent real-world service and their online presence was becoming increasingly problematic in an age where most customers begin their search for automotive services online.
Historical "black-hat" SEO practices, while initially successful, had begun to negatively impact their local search performance. This created an urgent need to rebuild their digital foundation from the ground up. The challenge was not just to create a new website, but to establish a sustainable digital presence that would accurately reflect the quality and professionalism of their service while improving their visibility in local searches.
My approach focused on creating a consolidated, high-quality website that would effectively communicate Autokeys' expertise while adhering to current SEO best practices. The project began with comprehensive keyword research to understand exactly what potential customers in Rugby were searching for. This research revealed valuable insights into customer behaviour and search patterns, which informed every aspect of the site's development.
The development process prioritised creating a clear, intuitive structure that would serve both users and search engines effectively. I built dedicated sections for each service area, ensuring that the site architecture aligned with both user needs and search patterns. This made it simple for customers to find specific services, from emergency vehicle access to van security solutions. The content was crafted to be informative and accessible, helping customers understand the services available while simultaneously supporting strong search engine performance.
User experience was at the forefront of my design considerations. I implemented prominent phone and email buttons, alongside dedicated contact and quotation forms, making it straightforward for customers to reach out when they need service. The design emphasised clear communication and easy navigation, ensuring that customers could quickly find the information they needed, particularly in emergency situations.
Advertising Refinement
Prior to my involvement, Autokeys had managed their own Google Ads and Facebook campaigns with mixed results. While these campaigns generated enquiries, they came at a high cost and lacked proper conversion tracking, making ROI difficult to measure. I recognised the need for a more strategic approach to their paid advertising efforts.
My solution was to streamline their Google Ads approach, creating a simplified campaign that would perform effectively on a modest budget while maintaining the flexibility to scale during periods of increased demand. I implemented proper conversion tracking, allowing for accurate measurement of campaign performance and enabling data-driven optimisation decisions. This new approach proved particularly successful when expanding into new service areas, especially their van security product.
Results and Ongoing Success
Since launching in March 2022, the website has proven to be a valuable asset for Autokeys' business. The platform's flexibility has allowed for easy addition of new services and expansion of existing ones, particularly evident in the growth of their van security division. This adaptability has been crucial in supporting the business's evolution and response to market demands.
The site continues to evolve with the business, maintaining strong local search visibility while adapting to changing market needs. The combination of solid technical foundations and user-friendly design has created a sustainable digital presence that serves both the business and its customers effectively. Local search visibility has significantly improved, leading to higher quality leads through targeted content. The more efficient advertising spend, supported by comprehensive tracking, has allowed for better resource allocation and more effective marketing decisions.
The success of this project demonstrates the importance of taking a holistic approach to digital presence. By considering not just the technical aspects of web design and SEO, but also the broader business context and user needs, I was able to create a digital platform that truly supports Autokeys' business objectives. The website now serves as a powerful tool for business growth, effectively communicating their expertise and facilitating easy contact with potential customers.
This transformation of Autokeys' digital presence showcases how thoughtful, research-based web design and digital marketing can create lasting value for local businesses. The project has not only improved their online visibility but has provided them with a flexible platform that can continue to support their growth and evolution in the years to come. As the digital landscape continues to evolve, the solid foundation I’ve built ensures that Autokeys can maintain their position as Rugby's leading automotive security specialist both online and off.
