Yorkshire car retailer JCT600 has made a six-figure investment in a responsive website. 

The new website, which has taken 18 months to develop, is built around keyword search, enabling customers to quickly shortlist vehicles of interest.  It also includes full technical specification and economy figures as well as a finance calculator and application form.

Customers can book servicing and repairs via the website, obtain a part exchange valuation, watch JCT600’s latest videos about products and services, and chat online to advisers who are available until 10pm Monday to Friday.

Work on the new website started after a six-month research programme which included dealership surveys with customers as well as industry insight and extensive input from colleagues. 

Manchester-based Code Computerlove conducted the research, delivering the findings into a completely new design before JCT600 turned to car dealer digital marketing agency BlueSky Interactive to develop the site.

“The motor industry has been slower than some sectors to realise the potential of the internet as a way of communicating with customers,” said Charlotte Murray, head of digital for JCT600.  “Having led the digital marketing team at JCT600 for the last seven years, we have always been focussed on using this platform as another way of improving the shopping and ownership experience for our customers and have taken inspiration from some of the most dynamic players in the retail industry."

She added: “Since the last re-launch of our website in 2010, we have seen a phenomenal growth in online visits, increasing by over 900% to its current level of over 150,000 unique visitors to our website every month.  A key part of this success has been our ability to maximise the trend towards mobile search with the addition of a mobile specific website back in 2012 in response to customers’ increasing use of smartphones while on the move – the level of visits to our site via mobile and tablet devices has increased from 23% three years ago to 57% today.  Our new website uses the latest technology to ensure the best possible customer experience from any type of device.

“As well as a modern and dynamic look, the new website gives speedy access and easy navigation, so that today’s sophisticated customers have a wealth of information at their fingertips.  We want it to be a ‘go to’ website, a trusted destination that lives up to the JCT600 brand, giving car owners everything they need from the most economical car for them to the latest tips and advice.”