01
Challenge
Scaling the online experience for a high-growth brand
Strickland Brothers 10 Minute Oil Change has expanded rapidly since its founding in 2016. The brand grew from a single location to over 128 stores nationwide and has a roadmap to reach 1,000. However, the digital platform did not scale at the same pace as the physical footprint.
The existing website became an obstacle to growth. A cluttered user interface made it difficult for customers to find local shops or access coupons. Beyond the visual layer, the site was hindered by technical SEO issues, accessibility gaps, and a fragmented sitemap that impacted the user journey. To support their expansion, Strickland Brothers required a high-performance website to effectively convert local search traffic into loyal customers.
02
Solution
A conversion-focused redesign built for scalability
We executed a digital transformation to improve site performance and scalability. By auditing every touchpoint from SEO to accessibility, we identified and resolved the technical barriers preventing user conversion. The result is a streamlined mobile first experience that reflects the brand’s focus on speed and efficiency.
Key Technical & UX Pillars:
- Geolocation-Powered Discovery: We rebuilt the store locator with advanced geolocation technology. Users are now instantly connected to their nearest location with accurate directions, reducing the steps required to find a service bay.
- Upgraded Couponing Ecosystem: We transformed the couponing experience into a high-engagement tool. We streamlined how deals are discovered and redeemed through the mobile interface to improve customer acquisition.
- Inclusive Design Standards: We prioritized accessibility from the start. By ensuring the platform meets WCAG 2.1 AA standards, we made the Strickland Brothers brand usable for all drivers.
- Strategic Sitemap and SEO: We consolidated the fragmented sitemap into a clear hierarchy. Fixing technical SEO issues and prioritizing high-value content improved the site’s visibility in competitive local markets.
- Unified Brand Storytelling: We updated the design and content to align with brand guidelines. The new site provides a unified narrative of speed and quality to build immediate trust with users.
The final result is a professional and functional digital home that supports the Strickland Brothers goal of reaching 1,000 locations.
Website Design
Efficient Homepage Design: The redesigned homepage prioritizes user speed. A clear visual hierarchy guides users directly to coupons and store locations without unnecessary distraction.
Mobile
Mobile-First Performance: We optimized every interaction for smartphone users. Thumb-friendly navigation and fast load times ensure a seamless transition from a digital search to a physical service bay.
Location Pages
Scalable Local Infrastructure: Every location now has a dedicated and SEO-optimized landing page. This ensures that each store has the digital infrastructure to rank and convert in its specific local market as the brand expands.
Digital Coupons
High-Conversion Couponing: We redesigned how customers interact with deals. New coupon modules are built for easy scanning and mobile redemption to turn browsers into customers.
Storytelling Timeline
Visual Growth Record: An interactive timeline showcases the brand’s rapid evolution. This serves as a testament to the brand’s reliability and national momentum.
