(+44) 01438 870220
(+44) 01438 870220


Pentagon Motability

Helping those enjoy more everyday freedom

Services: SEO

96%increase in new users
36%increase in new customers
15%+increase in pages per session and time on-site
No. 1all Target Keywords on Page 1

About the client

Pentagon is a car dealer group based in the Midlands established back in 1991. Starting out as a single Vauxhall dealership in Derby, Pentagon now represents 11 car manufacturers across 26 locations.

Their offering includes new and used cars, as well as Motability, servicing, maintenance and MOTs.

They’re leaders in Motability, having won two Motability Dealer Group of the Year awards and three commendations over the last five years.

We partnered with Pentagon back in 2019 to increase rankings for the Ford section of their site. Off the back of our success with Ford, we now work across the full 11 manufacturers.

Business challenge

Pentagon tasked us with increasing their organic traffic and rankings for their Motability sections, identifying a real lack of quality resources by dealerships online, building out their site content with easily accessible information that provided a tailored user experience and then focusing our SEO efforts into achieving maximum visibility.

Our commercial target was to increase leads and sessions at a group level with a focus on their priority Motability brands – Ford, Vauxhall, Peugeot & SEAT.

Honchō treatment

For Honchō, working with Pentagon Group to improve their digital presence for Motability goes beyond a “normal” campaign.

The disability and healthcare sector has deep personal ties to our agency, as our founder, Chris Ailey’s 12-year-old son is disabled and confined to a wheelchair. We understand first hand the customer’s journey, concerns, confusion and worries when they’re looking for their next disability vehicle on the motability scheme.

Our strategy focused on surfacing key information to carers, parents and guardians whilst keeping them close to current Motability vehicles and offers throughout their journey.

We carried out in-depth immersion sessions with the client’s motability award winning specialists, created feedback forms for customers collecting vehicles at the end of their purchase journey and interviewed occupational therapists, parents, carers and of course our own founder on their experience and knowledge of the scheme.

This helped us identify common customer questions & concerns, mobility scheme initiatives and many other ideas that we needed to include in our content.

Through keyword research we increased targeting of existing pages to keywords accounting for 130,000 monthly searches. We tweaked existing pages with new content, new formatting and different messaging to target each specific part of the journey and improve user experience.

We created new pages too, fulfilling the demand for generic and longtail search terms. We introduced FAQs, structured internal linking to relevant pages and new on-page elements to improve the customer journey. We created new content each month, refreshed old pages and tweaked titles, metas and headings.

Average ranking for all Motability keywords increased from 37.2 to 13.7. As a direct result of our efforts, Pentagon saw an increase in keyword position for 50 terms, equating to a total of 516,200 Monthly Search Volume.


“Honcho have done it again. We came to them with a challenge to improve our Motability organic reach and they have delivered excellent results in only a few months. The Motability scheme suffers from a lack of awareness so it’s been great to work with the Honcho team to develop new content to inform potential customers.”