The new site structure and copy gave a nod to the parent company while maintaining the individuality of the locations and offerings.
Our Approach
Combining Star Collision and Star of Rockford was primarily a content and site structure task, while keeping an eye on the overall parent brand of the two entities. All references to the original franchise were removed, and a new voice emphasizing the locally owned nature of the business was key in our messaging. An overarching goal of the redesign was to increase traffic to the new, united website. A chat functionality was added to the site to improve the customer experience and emphasize the personal, local service that Star provides.
Results
The new site structure and copy gave a nod to the parent company while maintaining the individuality of the locations and offerings. By optimizing the site to obtain the most traffic for both of the company’s storefronts, our reports indicate that website traffic has over doubled in volume.
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