3x increase in quote requests from website redesign
Four disjointed websites
Southern Tire Mart needed to solve a complex business challenge. They had four separate and disjointed websites that each served a different target audience. Content management, fragmented systems and inconsistent brand experiences were a growing problem. Southern Tire Mart needed a high-performing website to support rapid growth of the brand and position them for ecommerce expansion.
A single unified website
We combined the four websites into one site that delivers a cohesive user experience and serves unique content to each of their audience groups.
We created a sitemap interactive wireframes including tire lookups, location finders, and careers functionality. This strategic framework ensured a smooth content migration and user experience.
Custom integrations optimize the shopping experience to select the right tires for your vehicle. We also provided technical consultation to optimize user flow, and SEO services to enable the website to rank i search engines and deliver fast page load speed.
Southern Tire Mart has two audiences, retail and commercial consumers. We conducted user testing to validate the site served each audience well. This insight guided us to make important modifications early in the project.
Through initial discovery, LimeLight identified an opportunity to establish a brand voice for Southern Tire Mart. Through collaborative workshops, we established brand foundations that guided the design and content throughout the project and later benefited other marketing and sales channels.
Photography and design
The brand voice for Southern Tire Mart conveys hospitality, and the friendly, caring staff. To accomplish this, we captured photographs of Southern Tire Mart staff from locations across the country to convey a warm, personable experience, differentiating Southern Tire Mart’s site from competitor sites that are heavily product focused.
A key requirement for the consolidated Southern Tire Mart website was the ability to host a product catalog of tires, along with robust search capabilities for retail and commercial users. We created technical specifications for this integration and assisted through the vetting process for several tire data providers before selecting an integration partner.
Because Southern Tire Mart is a tangible experience, driving users to locations is imperative for increased foot traffic. We integrated with Yext and Google My Business APIs to create a location search and selection function on the site.