Web design and SEO for Bimmerwise, a BMW specialist in Ireland, built around the model each owner drives

Bimmerwise had built their own website from a template, and like many DIY websites for garages, it brought in little search traffic and few enquiries. Their services weren't set out the way BMW owners search, so the workshop didn't appear for the BMW-specific searches its customers were making. That mattered because Bimmerwise competes with BMW dealerships on one side and general mechanics on the other. An independent specialist needs its BMW expertise to be obvious from the first page, and the old site hid it.

A page for every BMW model

BMW owners think about their own car first, so we built a directory of every model BMW has produced, each with its own page and images. An owner finds their car, sees the services and upgrades available for it and sends a service request from the same page. Because each model has its own page, the directory also picks up the specific searches owners make about their cars, which one general services page would miss.

Service pages more specific than the ones already ranking

We rebuilt the site around every major service Bimmerwise offers, from repairs and servicing to performance upgrades. Each page was planned from competitor research and written to be more specific and more useful than what already ranked for that search, because detail is how an independent shows owners it knows their car. Our SEO then targeted the BMW specialist searches people make in Ireland.

A fitment check before checkout

The online store sells parts, accessories and performance upgrades, and the most common worry when buying car parts online is ordering one that doesn't fit. So before buying, customers check that a part fits their specific car. The store settles that question before they pay.

After the first months of groundwork, clicks from Google began to climb steeply, and they have stayed at several times their earlier level. Bimmerwise has also ranked above BMW Ireland's own website for searches such as "BMW repair".

If your customers think about what they own before they think about the service, a page for each model will pick up searches a general page misses. When customers buy online, answering their biggest worry before checkout, such as whether a part fits, gives them the confidence to order. An independent specialist can rank above a manufacturer when its pages are more specific about what owners need.

Read more about our web design and SEO services, or see more web design case studies and other automotive projects.