More polished isn’t always better.

Classic British Land Rovers is a specialist business run by people who genuinely know and love old Land Rovers.

Its existing website had become dated. The imagery, branding, layout and content weren’t doing justice to the knowledge and skill behind the business, and the owners wanted to attract a wider customer base.

But there was an important consideration.

This was not a business that needed to look glossy, corporate or expensive. Its customers are Land Rover enthusiasts, farmers and country people looking for knowledgeable mechanics, straightforward service and sensible prices. Making the business look too polished risked sending entirely the wrong message.

The expertise was already there. The website simply wasn’t communicating it clearly enough.

The branding and imagery needed strengthening, the content needed updating and the overall site needed to become clearer, more consistent and easier to use.

But the character of the business needed protecting.

I helped redesign the logo and refreshed the overall look and feel of the website, including the colours, imagery, layout and written content.

We simplified the presentation and made the customer journey clearer, while deliberately keeping the visual identity down-to-earth and approachable.

Every decision came back to the same question:

What does the customer need this business to feel like?

The answer wasn’t expensive or corporate. It was:

Classic British Land Rovers says the refreshed website is attracting a wider base of older Land Rover owners, with more local customers now finding the business.

Just as importantly, the message they wanted customers to understand has come through: