Web Design & Development, Digital Strategy

Hireaclassiccar.com are a company from Dorset who rent out their ever-expanding collection of iconic cars for both events and private hire. Their fleet is comprised of various classics, iconic tv and movie vehicles along with modern luxury vehicles. When Iain from Hire a Classic Car first approached us, he had no website and was in the early stages of business development. Due to huge competition in the market, Iain decided to focus on offline marketing strategies for lead generation where he could let the cars sell themselves. Our job was to create a website that captured contact information from pre-informed visitors whilst reminding them of the fantastic collection of cars available to rent.

The Problem
After researching the ‘car rental’ niche, it became clear that even when targeting location specific searches, the competition for ranking in Google was huge. As a result of this Iain decided to take the majority of lead generation activities offline,  leaving us with the job of creating a website that converted warm leads into paying customers. Many of these prospects would have seen his cars already in person at wedding fairs/trade shows and would then be referred to the site – something we needed to take into consideration when deciding on the content, structure and functionality for the website.

Putting ourselves in the shoes of a potential client who might be visiting the site several weeks after first seeing the cars, we decided that the site should be full of images to remind and reassure customers of the beautiful fleet on offer.  This was to be complimented by an easy to use interface that would be accessible for all. The site’s content remains conservative with little sales copy and instead a focus on engaging and informing visitors about the cars and their heritage. This low pressure sale strategy allows visitors to feel at ease with Hire a Classic Car, ultimately increasing the likelihood of completing one of the enquiry forms which are subtly placed on most pages throughout the site. Moreover, an ‘Our Team’ section features fun facts and information about employees, further conveying the holistic approach of the business.

We’re delighted to say that with our help Iain’s marketing strategy of lead generation offline before conversion online has been very successful. Hireaclassiccar.com attended various trade shows throughout the summer of 2017 and with the addition of an online ‘reservation portal’, bookings have been coming in nicely. We look forward to continuing to support Hire a Classic Car’s digital presence through 2018 and wish them every bit of success with their business.

Winn-Brown & Co.