Background information
Stoll Trucks is a well-known company in Luxembourg specialising in the sale and hire of commercial vehicles, as well as the maintenance of all types of vehicles, with two separate centres in the country.
The company’s showcase website had been created by an agency a few years earlier, but had several major issues:
- poor loading performance (mobile score of 40/100 on Page Speed Insights).
- a structure that is too simple, and very little quality content, which is detrimental to SEO.
- the complexity of editing or updating information on the website independently, such as opening hours.
The work process
We began this project with a comprehensive review of the company’s services and history, and an SEO study of the most searched keywords in Luxembourg for related topics.
A new architecture was then proposed, which provides better coverage and presentation of the company and the needs it meets, with a view to optimising navigation, conversion and search engine optimisation for the website.
Some visuals after redesign
Main features implemented
As with all web projects entrusted to me, particular care has been taken to comply with best web practices in terms of accessibility, loading optimisation, and technical SEO (with on-page work linked to the results of the study carried out at the start of the project).
The specifications for this redesign project emphasised the importance for the company to be able to manage the site’s important content data independently and without technical expertise.
CPTs were created to manage all dynamic elements integrated into the website pages, such as customer testimonials, vehicle specifications, job advertisements, etc., via a clear interface in the back-end.
Contact details for the various sites (email, telephone, postal addresses, opening hours, etc.) can also be managed via a dedicated page.
Each page inviting the user to contact the company has a custom-designed form that sends the data to the appropriate contact person within the company, and all submissions are saved in the database and can be traced and exported as needed.
Performance analyses
The audit carried out on Page Speed Insights (available via this link) shows good desktop and mobile performance, as well as good scores for technical SEO, accessibility and web best practices.
Analysis using the GTMetrix tool also shows an excellent overall performance score (link to report).
The Core Web Vitals tool in Google Search Console clearly shows a shift after the redesign: all pages previously had a poor score (shown in red on the graph), and turned green after the new version of the site went live.