Website redesign and SEO-driven development for a major U.S. vehicle recycling company
Increased conversion rates hundreds of times and significantly boosted search visibility.
Automotive services
USA
2021
About the client
Our client is a large family-owned company that has been buying and recycling old or damaged vehicles for over 25 years.
How the business works:
- A car owner contacts the company to sell a non-working or damaged vehicle (crashed, flooded, burned, etc.).
- The company negotiates a buyout price and sends a tow truck to collect the car.
- The vehicle is delivered to a local junkyard, dismantled into parts, and sold separately.
These junkyards operate in every U.S. city, and maintaining connections with them is key to building a strong, efficient network.
To expand market coverage, the client needed a complete website overhaul. The old site looked outdated and generated very few leads.
You can read about backend optimization, performance improvements, and process automation in the other part of this case study. Here, we’ll focus on how we increased conversions through SEO.
Optimize the website for SEO.
Since the company operates nationwide, the SEO strategy required precise segmentation for every state, meaning thousands of landing pages for localized queries. Manually maintaining that amount of content was impossible, and the site had become slow and clunky.
Our main objectives were:
- Speed up website loading time.
- Redesign the website according to modern UX/UI standards.
- Generate unique SEO-optimized content automatically.
Solution
- Implemented multi-level data caching to speed up page load times.
- Developed a parser to automatically create over 100,000 unique landing pages for every state and city.
- Updated the design, making the website visually appealing and user-friendly.
At first, it seemed like a simple redesign of an old 2000s-style website. But as the project unfolded, it grew into something much bigger — a powerful, large-scale SEO platform. It turned out to be one of the most interesting and ambitious projects we’ve worked on, and our collaboration with the client continues to this day.
Implemented features
The site before vs after redesign
Modern redesign
At the start, the old design looked straight out of the 2000s. The client provided new design layouts, and we brought them to life.
The new website now looks modern and competitive, enhancing both user experience and brand perception.
Keyword based pages
Automated landing page generation
Created over 100,000 landing pages: for each state, county, and city.
We developed a parser that uses a template-based system with built-in variables (meta descriptions, titles, images, keywords, city names, phone numbers, etc.). To generate pages for multiple cities, the admin simply fills out the parser’s variables and the system automatically builds the required pages.
Page editing option
Built-in page editing and SEO
Gave the site administrator the ability to manually edit any page when needed.
Regularly updating reviews
Auto-updating reviews
Each local page (state, county, or city) features a reviews section that updates automatically once or twice a month using a scheduled cron job.
This regular content refresh helps search engines recognize the pages as active, improving rankings and maintaining top positions.
Automatically updating ratings
Dynamic star ratings
Every page includes a star-rating section, enhanced with microdata to display ratings directly in search results, significantly improving CTR.
Ratings update automatically based on new reviews and data, keeping the content relevant and boosting SEO performance.
Pagespeed score
Speed optimization
The vast amount of data slowed down the old site. We solved this by implementing multi-level caching, allowing pages to load almost instantly. Cached data rebuilds weekly (typically at night on weekends), and the admin can manually clear and regenerate cache from the dashboard.
The result: a Google PageSpeed score of 90+, improved user experience, and better SEO performance.
Pages that satisfy the client’s need for information
Localized pages for specific scenarios
We also created dedicated pages for every situation a car owner might face whether the vehicle is flooded, burned, missing parts, or otherwise damaged. Each scenario now has a tailored page, improving SEO targeting and attracting highly specific traffic.
Functions for junkyard owners
Individual pages for junkyards
Local junkyards and salvage lots now have their own detailed pages. We collected yard data via Google Maps parsing to build a comprehensive, location-based directory.
New websites
New regional builds
To expand regional reach, we developed two standalone site builds for New York and Florida, each optimized for local user behavior and search patterns. This targeted approach helped increase conversions and reach new audiences more effectively.
Stages of work
Discovery and planning
Analyzed the existing website, data structure, and SEO requirements. Defined architecture and workflow for large-scale content generation.
Backend rebuild and automation setup
Rebuilt the backend in Laravel and developed a parser to generate 100,000+ SEO-optimized landing pages automatically.
Website redesign
Implemented new UX/UI layouts based on client-provided designs, making the site modern, intuitive, and conversion-driven.
Performance optimization
Introduced multi-level caching and code optimization to achieve a 90+ Google PageSpeed score.
SEO integration and scaling
Connected the new structure with the client’s SEO strategy, automated content updates, and launched regional builds (New York, Florida).
Results
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Increased conversion by hundreds of times
The number of leads skyrocketed compared to the previous version. This isn’t an exaggeration but a verified metric.
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Boosted performance to 90+ on Google SpeedTest
The site became faster, more stable, and offered a smoother user experience.
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Helped the company dominate the U.S. auto recycling market
New regional builds continue to grow and scale, and we’re already working on the next stage of development.
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Ongoing partnership and support
Together with the client’s SEO team, we monitor analytics daily and react quickly to Google algorithm changes — adapting in real time to keep the site’s results consistently strong.
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