Case Study
Case Study

RED Driving School

RED Driving School car

increase in conversion rate


position increase in average ranking position


increase in organic sessions

Immediate improvements in conversion rate and organic performance after launch

RED Driving School had been relying on an aged, old fashioned site for a number of years and over time organic traffic and rankings began to decline.
We created a modern, mobile-friendly design to improve SEO results and increase the conversion rate on-site and saw immediate results.

01 | Declining SEO visibility
RED Driving School website design

Declining SEO visibility

RED approached us with a challenge – they knew their site was old and rubbish, but relied heavily on the organic traffic from SEO to get their leads. Due to the old, clunky site, their visibility was in a steady downward spiral and we needed to make improvements – and fast. We not only had to improve the site dramatically for users, but ensure we both retained and improved rankings on the site post launch.

02 | The research
Mac monitor displaying website analytics

The research

Secret shopping and interviews with people currently learning or interested in learning to drive really helped us understand what is important to users. It is scary, daunting and potentially awkward. Reviews, transparency around pricing and using a reliable, supportive and flexible driving school was more important than going with the cheapest.

03 | A brand new look
RED Driving School website design old versus new

A brand new look

We designed a clean new website front end that promoted trust signals heavily while also providing learners with helpful and information around how to go about getting their drivers licence step by step. We also ensured the site worked great on a mobile device because that is where most of the website traffic was going to.

04 | Seamless migration
mac monitor side angle showcasing atom42's migration work for RED Driving School client.

Seamless migration

We completed keyword strategy, content audit and information architecture before development so the site was SEO focused from the beginning. This ensured a smooth build and, after a technical SEO audit, a seamless migration. We migrated over 900 pages one by one to make sure we got the SEO right.

05 | A dream project
Project planning tool

A dream project

The project went totally smoothly – we finished on time and on budget and had a successful and stress free launch just before Christmas so that we could benefit from all the New Years Resolution bookings.

06 | Immediate success
RED Driving School analytics

Immediate success

We were impressed with the performance straight after launch. Our client had record sales for the month, we saw an immediate improvement in organic traffic and positive movement in several key search term rankings straight after launch. This will only improve as we continue our conversion rate optimisation in our ongoing retainer with RED.

Client Says

Atom 42 built RED Driver Training’s new website which was completed on time and on budget. The whole build process was simple and the new website is performing brilliantly. We have now shifted our paid and organic search activity into Atom 42 too, which is also paying dividends. They are hungry to help improve our effectiveness and efficiency across the board and I have no hesitation in recommending them as an integrated acquisition agency.

- Andy Mitchell
Atom42 Says

For a technical SEO expert, RED was the perfect challenge for us. It isn’t easy to launch a new website and both retain and improve rankings. It takes careful planning and a lot of meticulous and tedious work which most web development agencies neglect. We are ecstatic with the initial results the RED site produced and eager to see the improvements continue.

atom42 employee Jonny
- Jonny Turner
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