Land Rover Specialist Sees ‘Quality’ Enquiries Triple Overnight

Elite Land Rover, a specialist garage in Clydebank, is on track with its five-year business plan after taking control of the way customers find it online.

The garage, one of the biggest independent Land Rover service centres in the west of Scotland, tripled in size after expanding to its current site two years ago.   

Targeted, Profitable Work

After making the move, owner Paul Griffiths knew he would need to rank higher on Google to attract the specialist work he wanted on the eight ramps. 

He tasked us with creating an online presence that not only performed well, but that would present an immediate solution to the most common problems Land Rover owners experience. 

It worked. In the comparable period November to January a year earlier, Elite Land Rover’s Google appearances increased by 444 percent. Not only that, but the click through rate increased by 34 percent. 

“The volume of telephone and email enquiries went up three times overnight,” said Griffiths. “The best thing was the quality of the enquiries. They were, and continue to be, for the work we specifically want to do. The jobs my techs are trained for, and which give them the most job satisfaction.  

“They’re the profitable jobs too, the ones that enable me to reinvest in the business and work towards the five-year plan I set out with.” 

Business Development

Griffiths plans to open a local satellite site as a diagnostics hub and then a further garage site on the other side of Glasgow. 

He continued: “The website is a big factor in how successful we are. We’ve now linked WhatsApp messaging to it, giving customers yet another line of communication to us. Next, we’ll integrate the online booking facility from our Garage Hive garage management system.  

“There’s a lot of competition out there and we’re up against the main dealers. So, you’ve got to make the customer journey as easy and quick as possible. When anyone goes online, they just want the quickest and best solution to their problem. That’s exactly what our website offers them – and very well it would seem!” 

The Importance of an Online Presence

Jim Lang, GSO’s managing director, said: “Whilst Elite Land Rover has a very loyal customer base, Paul has observed people do shop around more these days. That makes a garage’s online presence even more crucial.  

“As well as being found by an ideal customer, the website needs to portray the right impression and convey the quality of service on offer to command the right price.” 

Griffiths concluded: “We want to continue to get in front of as many people as possible using an organic online strategy. We’ve never advertised, and when we have a website that works this well, we never will. 

“My advice to garage owners would be to put yourself in control of what comes through the door. Don’t be a slave to the business by putting its destiny in other people’s hands. Focus, and then drive it.” 

If you’d like to learn more about us and how we can partner with you to achieve the best for your business, then get in touch and let’s chat!