Custom Development
Go Ultra Low
Go Ultra Low was the joint UK government and car industry campaign that helped persuade Britain to go electric. Its website carried the whole mission: giving consumers the facts, tools and confidence to make the switch, and it delivered from the first quarter.
About
A national campaign, rescued and relaunched
Go Ultra Low came to us after being let down by a previous development team, whose messy, unconventional WordPress build had left the campaign with a site it couldn’t maintain. We overhauled the deployment completely, extended a dated brand into a fresh, consumer-friendly design, and rebuilt the campaign’s most important asset: the electric car selector at its heart.
The challenge
Convince a nation, one search at a time
The campaign’s job was to move consumers from curiosity to conviction, which meant being found at the exact moment people searched for answers about electric cars, then converting that attention into visits to manufacturers’ websites. The inherited site could do neither: it was hard to maintain, the brand looked dated, and the vehicle database tools were as awkward for the team to manage as they were for consumers to use.
The solution
Built around the journey from question to showroom
We redesigned the site around clear consumer journeys, so visitors found the facts they needed fast, and rebuilt the car selector tools from the ground up: simple for consumers to search, easy for the campaign team to maintain, and integrated with manufacturers’ websites so every enquiry flowed to the brands selling the cars. Our SEO work started with keyword research agreed with the campaign team, then optimised the entire site around the terms consumers actually used, with conversion optimisation focused on the campaign’s real goal: sending qualified traffic to vehicle manufacturers.
The impact
The first quarter spoke for itself
Within three months of launch, search engine traffic was up 146%, new users up 130%, and time on site had doubled. The campaign got a platform that found its audience, held their attention and moved them towards the switch to electric, exactly what a national behaviour-change campaign needs its website to do.
