As Smithy’s grew beyond Bundaberg, Smithy wanted to reach buyers in Hervey Bay and right across the Fraser Coast. Rather than bolt a new region onto the Bundaberg site, we gave that market a site of its own, one that spoke to them directly instead of asking them to go looking for a dealer an hour up the highway.
Under the bonnet, it ran on the same idea that had already worked back home. Smithy filled in a simple form, picked from the options for that type of vehicle, and the car went live with a clear price and every option easy to see. No dashboard, no posts or pages, and nothing new for him to learn just because he was selling into a new town.
What changed was the introduction. Fraser Coast buyers didn’t know Smithy yet, so the home page opened with a short video of the man himself, in the same straight-talking style that had made him a local identity in Bundaberg. A rotating “This Month’s Featured Vehicle” slot gave one car pride of place each month, and gave regular visitors a reason to keep checking back.
