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Multi-language WordPress website and international SEO for a global automotive testing leader.

AB Dynamics is a global leader in automotive testing and verification, enabling the development of safer and more efficient vehicles.

With an extensive product range and a global network of partners and subsidiary brands, AB Dynamics has become one of the most trusted suppliers of automotive test systems worldwide. Its customers include the world's largest vehicle manufacturers, Euro NCAP laboratories and government testing authorities.

Challenge.

AB Dynamics had outgrown its website. The business had expanded into new markets and taken on subsidiary brands, but the site still described the company it used to be.

  1. A structure built for a smaller business. The sitemap and content had not kept pace with the product range or the markets it now sold into. Buyers in different territories and segments were searching in ways the site was not built to answer.
  2. A CMS reaching end of life. Craft CMS had stopped receiving security updates. Standing still meant accepting a growing risk on the single channel that carried the brand into every international market.
  3. Recruitment sitting outside the site. The careers portal and applicant tracking system ran separately from the core website, adding friction for candidates and admin for the team.

Solution.

Before touching the build, we fixed the foundations the site was standing on.

Structure first, build second. We ran a strategic review of the existing website, including a full content audit and keyword analysis. This lead to a clear sitemap that mapped products and keywords to specific international markets and customer segments.

A platform the team could run. Moving to WordPress removed the end of life risk, but the bigger gain was ownership. Layouts and UI features were built as components inside the block editor, so new product pages, campaign pages and market launches are assembled in house rather than briefed out and queued.

Multi-language without multiplying the work. A multi-language WordPress build lets each market run its own content in its own language on shared foundations.

Careers brought into the core site. The applicant tracking system was integrated directly into the site, putting roles in front of candidates who arrive through the brand rather than sending them elsewhere.

CLIENT FEEDBACK

Justin Simon

Group Brand & Marketing Director, AB Dynamics

"It has been a pleasure working with Appeal Digital. The initial engagement was to develop a website for one of our subsidiary brands based in the US. I was hugely pleased with the result, which has lifted the brand to another level visually and has significantly raised search performance.

Having worked with many other web agencies, Appeal is notable for their desire to do whatever it takes to get the best outcome for the customer, and their after-deployment support. I have since engaged Appeal on another two web development projects and look forward to working with them on many more."

Result.

The site now reaches buyers who were not finding AB Dynamics before. Unbranded impressions, the searches from people who do not yet know the brand, grew 42% year on year, and tracked keywords moved up an average of 15 positions in Google within four months of launch.

That visibility turned into pipeline. The new site generates more leads and holds the attention of prospects far better than the one it replaced, and the marketing team can now act on an opportunity in days rather than waiting on a development queue.

We continue to support AB Dynamics across the group. One team, one point of contact, no surprises.

42
%

year on year increase in unbranded search impressions

15
positions

average improvement in Google rankings within 4 months of launch

4
languages

covering English, German, Japanese and Chinese.

Stuck with your website?

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