Direct Line dealers now have industry-leading Web sites
With the paper version of the Direct Line Buyer’s Guide out, it was time to take it to the Web. Again, the same principles applied – these were to be customized dealer’s sites with all leads going back to the dealer.
All the information from the Buyer’s Guide was organized for the Web. The architecture followed the index of the guide, making it intuitive to find products.
Objectives
To support Direct Line dealers with leading sites that would allow them to offer their customers a level of functionality superior to that of competing dealers.
Goal
In a highly fragmented market, the goal was to create further dealer loyalty by increasing their sales and overall performance.
Solution
Dealers were able to sign up for the Web program online. They had a choice of programs and customization for their sites.
All sites backed into a heavily customized database featuring the full product offering and many pages of useful educational material. Customers could put items into a “shopping cart” to obtain quotes. The site was designed so that dealer contact information appears on every page.
For Direct Line we created:
• A platform for customized dealer sites hosted on a robust back end
• Design and copywriting for the product, educational and dealer’s custom pages
• Writing was optimized for Search Engines
• Within days of sites going live, they were organically achieving high rankings
Results
Direct Line has created a tremendous vehicle for improving dealer performance and cementing loyalty. Together with the printed Buyer’s Guide, Direct Line dealers now have sales and marketing tools far superior to other dealers of similar products.
