Pro-Align

About the project

Pro-Align is the sole UK importer for Hunter Engineering, the world’s leading manufacturer of professional wheel alignment machines, wheel balancers, tyre changers, and more.  Hunter Engineering use cutting edge technology to increase the speed and accuracy of wheel alignment and are considered the best in the industry.

Pro-Align support their manufacturing with over 20 years expertise in the supply, installation and maintenance of wheel alignment machines.  Throughout their journey, Pro-Align have grown to be recognised for their reliability and professionalism, helping make British garages garages faster, more efficient and more profitable.

They wanted their website to reflect that.

Challenge

Pro-Align had built a solid reputation in the industry for providing high quality service throughout the sales process and excellent aftercare.  They now wanted to build a website that reflected the same level of care and attention that went into their products and services.

Their old website was out of date, offering a poor customer journey which led to a decrease in opportunities with both new prospects and customers. The CMS used to make amendments was very slow, out of date and demonstrably unstable.  It’s a common symptom of older sites that have grown organically.  We often see manufacturers struggling with this type of situation when a new site, built from the ground up, would not only help increase user efficiency but also help drive new business leads.

Solutions

Pro-Align had pursued a ‘products first’ strategy, which focused attention on the features for each product.  From an engineering perspective that makes sense, prospects need to understand the product but from a marketing perspective it wasn’t leading to the sales results they needed.

We moved their focus from ‘products’ to ‘customers’.  We switched the messaging from ‘features’ to ‘benefits’ and we differentiated their product ranges to engage individual customer groups.  We moved away from ‘one size fits all’ and created an online experience that helps users to easily find exactly what they’re looking for quickly and easily.  As it should be.