Case study · Website overhaul
From a complex catalogue to a clearer route into the workshop.
Braybrooks In-Car Enhancements
Braybrooks is a long-established Mercedes retrofit specialist with more than 40 years of experience and a substantial digital estate built over time.
JB Applied was brought in to protect the valuable site already in place, make the customer journey easier to follow and give the business clearer ownership of its website, measurement and ongoing improvement.
The starting point was valuable—but hard to navigate.
This was not a blank-slate website. It already contained 675 published products, 140 categories, 61 articles and 234 testimonials, alongside years of search history and specialist knowledge.
The problem was that the breadth had become difficult for customers to navigate. Important services competed with a large catalogue, different page types behaved differently and the route from research to compatibility check, deposit or workshop booking was not always obvious.
Protect what works. Change what gets in the way.
A full rebuild would have created risk without automatically creating value. The existing WordPress and WooCommerce platform, useful content and search equity were retained.
The work focused on the customer-facing journey and the systems supporting it: information architecture, priority services, page patterns, product discovery, navigation, measurement, security, access and backups.
The aim was not a newer-looking website. It was a clearer route from interest to booked work.
Three useful ways to start.
The homepage was rebuilt around the three ways customers actually arrive: knowing their vehicle, knowing the upgrade, or knowing a specific product.
Vehicle selection, service exploration and product search now sit together rather than asking every customer to understand the catalogue before they begin.
Commercial priorities without hiding the full business.
Towbars, Apple CarPlay & Android Auto and ambient lighting were given clear prominence because they matter commercially and are common customer starting points.
The rest of the workshop offer remains visible through a structured service taxonomy and expanded navigation, so focus does not come at the cost of discoverability.
Service pages built around decisions.
Key pages were rebuilt to help customers compare the routes available before choosing a product.
For CarPlay, that means distinguishing factory activation, add-on modules and screen upgrades. For towbars and ambient lighting, it means explaining the options before helping the customer narrow them to the vehicle. Consistent layouts, call-to-action hierarchy and product cards make those journeys easier to scan.
Make the workshop journey visible.
The site now explains what happens after the customer chooses an upgrade: pay a deposit, agree the installation date, visit the Hertfordshire workshop and pay the balance when the work is complete.
That removes uncertainty from a process which previously lived across product pages, phone calls and internal knowledge.
A more coherent system around the catalogue.
Navigation and service grouping were reworked; live search, sorting and filters improved; vehicle context and breadcrumbs were made more useful; and related-product sections were brought into the same visual system.
The result is not a separate marketing layer placed on top of WooCommerce. It is a clearer way into the catalogue and the workshop services behind it.
Ownership, safety and measurement.
Administrative access to hosting, WordPress and key Google properties was consolidated under business-controlled accounts. Backups and security were reviewed, and GA4, Search Console, Tag Manager, Google Ads and the Business Profile were brought into a clearer operating model.
That creates a safer base for ongoing SEO, paid media and conversion work—and makes future decisions less dependent on headline traffic alone.
What the overhaul has delivered.
- Clearer customer starting pointsCustomers can begin with their vehicle, the service they want or a specific product.
- Commercial focus without lost breadthPriority services lead the journey while the wider workshop offer remains visible.
- Decision-led service pagesCustomers can compare routes and understand what changes before choosing a product.
- A visible route to the workshopThe journey from research and deposit to installation and final payment is explained.
- Stronger product discoveryNavigation, vehicle context, search, filters, sorting and related products work more coherently.
- A reusable design systemHomepage, service, product and supporting pages now feel like one site.
- Better ownership and resilienceCore access, backups, security and Google properties sit under a clearer operating model.
- A foundation for accountable improvementFuture SEO, paid media and conversion work can be judged against a clearer commercial journey.
An ongoing relationship.
The website overhaul is a completed phase, not the end of the relationship. Ongoing work now focuses on measurement, content, search, paid media and practical improvements based on real enquiry and sales behaviour.
Why this is JB Applied
Commercial strategy, customer journeys, WordPress, WooCommerce and measurement—treated as one connected system.
The value was not in replacing a large site for the sake of it. It was in understanding what already worked, identifying where customers and the business were losing clarity, and improving the highest-value parts without discarding years of useful content and history.