Southern Tire Mart

Southern Tire Mart had four separate, disjointed websites catering to different target audiences. This created fragmented content management and brand experiences. They hired LimeLight to build a cohesive website that unified their brand and positioned them for ecommerce expansion.

Different audiences search for tires in different ways. Retail customers often need an easy lookup by year, make, and model of their vehicle, while commercial and fleet customers typically search by tire size. Both groups may also shop by brand. To ensure an optimal experience for every user, we created all these types of lookup options.

The majority of site traffic comes from mobile devices. Therefore, our design approach prioritizes mobile accessibility at every stage. A key challenge was ensuring that our robust tire lookup functions seamlessly from the smallest screen.

We established brand foundations that guided the design and content throughout the project. We defined a photo direction that showcases human interaction reflecting the brand’s core values and set an editorial direction that reflects the brand core values.

We integrated a complex tire product catalog provided by Drive Right Data, along with robust search capabilities. For location search and selection, we integrated with Yext and Google Business Profile.