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.

Working with Pentagon’s award winning Motability team allowed us to curate content for new and current Motability customers.

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.