Leasing and Fleet Management

Situation

  • This regionally focused vehicle leasing company also takes a personal approach to the leasing of fleets
  • The website is a primary communication tool to educate potential prospects
  • While there was a site for vehicle leasing, there was not a site for commercial fleet management and leasing
  • The old site was not SEO friendly so it only received very limited, unqualified site traffic
  • The new site needed to target larger national customers
  • The sites will typically be used as follow-up tools and to do online credit applications

Objectives

  • Give the existing vehicle leasing site a more contemporary look and feel
  • Create a new brand for the fleet management site
  • Create a new fleet management site that showcases their new brand
  • Have both sites assist in customer conversion

Approach

  • Conduct a competitive analysis to determine target user expectations and industry standards while maintaining a focused image
  • Design a logo and websites that incorporates the company’s existing and new brand identities and reflects the level of professionalism the company maintains
  • Develop a web design and content that reaches the company’s multiple target audiences
  • Integrate online credit applications and other tools
  • Create a dynamic content creation tool that allows them to update their site regularly

Results

  • Successfully created a new, memorable brand
  • Launched 2 sites within a 6-month period and increased online credit applications by more than 200%
  • Started a new commercial fleet management web presence with national scope
  • Drove 100% more traffic to the existing site
  • Site now comes up in first page of search results when using intended keyword searches
  • Fleet sales have surpassed the traditional leasing arm using half the number of sales staff