A New Website & SEO Project for Purnell Tyres Results in a 10x Local Market Increase

How we built a new website for Purnell Tyres from scratch that became one of the company's most profitable marketing assets

Purnell Tyres
Project year
2022
Industry
Automotive
Category
Other
Local market reach
~ 10x increase
Saved daily
5 Hours +
Reviews generated
190+
About Purnell Tyres

Purnell Tyres are a well-established family business with over 15 years experience in the automotive industry. The local QLD based company serves customers in-store and online. And as specialists in full vehicle customisation, they are constantly pushing the envelope for new vehicle styling and setting new trends within the market.

Resources
Project services
  • Website design
  • Website development
  • Marketing consulting
  • Graphic design
  • Branding
  • SEO
Project deliverables
  • Custom business website
  • SEO package
  • Branding package
  • Professional marketing collateral
  • Overhauled business signage
  • Optimised Google My Business listing
  • Optimised product and service pages
  • Custom product filtering system

About the project:

Purnell Tyres is a well-established and specialised wheel & tyre shop in Waterford, QLD. Scott Purnell, one of the company owners, has helped his family grow the family business significantly over the last few years. With over 15 years of experience in the automotive industry, Purnell Tyres (owners and employees) collectively takes pride in offering exceptional vehicle customisation products and services.

Shortly after speaking to Jake Gryparis (The Falcon co-founder), Scott initially decided to engage our services to design and develop a new business website that would help transform the company. Since then, Purnell Tyres have worked closely on numerous marketing and branding projects alongside our team that modernise how they communicate with their customers and sell their products and services.

The problem:

Before working with The Falcon, Purnell Tyres struggled with brand awareness and getting found by ideal customers. In addition, the business wrestled with other challenges such as:

Steep local and online competition

With costs of everything from staff to marketing drastically rising in recent years, it is no secret that it is exceedingly difficult to catch up to entrenched competitors in competitive marketplaces. 

A lack of an online store

Scott and his team were selling online via 3rd party marketplaces, but this was extremely time-consuming to manage and significantly hindered overall profitability. The company identified the competitive edge of having a custom store built into their new website, allowing Purnell Tyres to offer thousands of products and take custom orders all in one spot.

Hours wasted daily going back and forth with customers

Before the new website, the only way for customers to effectively make product or service enquiries was to drive to the store or call the front desk. During busy store periods, this was frustrating for everyone involved. And as the company started to grow, there became a point where answering customer enquiries the old school way limited top-line revenue growth and slowed down the sales process.

Customers unable to research online

Customers were also frustrated that simple questions involving opening hours, inventory availability and service offering details were hard to find. Awareness of other products services the business sold was poor. Apart from selling wheels and tyres, the company also offered wheel repairs, second-hand wheel packages, suspension upgrades, body kits, paint & panel, tinting, exhaust systems, guard rolling and mechanical work.

Marketing challenges

With so many marketing options readily available, it can be an extremely frustrating and expensive experience for businesses. Purnell Tyres found marketing itself a tedious process and knew there had to be a better way without investing large amounts of money into a paid advertising campaign online. The company produced high-quality content but struggled to get found by search engines and buyers.

Branding challenges

Initially, the company improvised its branding and marketing materials to keep marketing costs down. This approach led to inconsistencies with the company's image and created problems attracting high-end customers. The brand no longer matched the quality of the business. And it was clear that Purnell Tyres desperately needed a brand overhaul to compete with online giants in the market and bring down cost-per-acquisition costs.

The treatment:

After identifying key issues hindering overall business performance, Purnell Tyres decided to give The Falcon the green light to transform the design and build a custom website and branding package.

We recommended:

  • Custom business website
  • Overhauled business branding
  • Professional marketing collateral and signage
  • Optimised Google My Business (GMB) listing
  • Optimised business directory listings
  • Optimised product and service pages
  • Custom user-friendly product filtering system (tool) so customers can easily find wheel and tyre options to suit their car based on make and model

The results:

With the new website and branding completed, the Purnell Tyres team saw incredible results. Top-line revenue has significantly increased, enquiries get responded to faster, order volume is up, communication issues with staff and customers are down, and local market reach is up 10x. During busy periods, the website also attracts up to 30,000 prospects per month (as of January 2022) due to ongoing search engine optimisation (SEO) efforts.

And with professional marketing and branding efforts, cost-per-acquisition costs are down due to increased website conversion rates. Prospects also turn into new customers faster due to simplified ordering processes custom-built into the website. 

With a higher focus on customer satisfaction and marketing performance, the team has also improved their online reputation and Google search rankings, leading to over 190 Google reviews.

  • Top-line revenue significantly increased
  • Local market reach is up 10x
  • Attracts up to 30,000 prospects per month online
  • Cost-per-acquisition costs are down
  • Improved reputation and search rankings
  • Over 190 Google reviews collected since launch of website
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