Imexpart launch new website

www.imexpart.co.uk

A truck is the sum of its parts. So a wrong replacement part spoils the equation. But how do you make sure that everything adds up for customers sourcing truck parts on line?

That was the dilemma facing the UK’s largest independent truck parts specialist – Imexpart. When the Castleford-based business decided to upgrade its website to attract more buyers across the UK, it took the unusual step of asking for a website with thousands of products but not a single shopping basket.

Customers can search for a multiplicity of truck parts on imexpart.co.uk but they can’t buy on-line. Why ever not?

Don't Guess! Tell me what I need!

Because Imex wants its customers to end up with exactly what they need, not with what they guess they’ll need. It is unusual to develop an e-commerce website that doesn’t incorporate a checkout, but Imex is known for its Parts Interpreters – a team of parts specialists who can identify the exact component for any MAN or Iveco truck.”

So the new website is a comprehensive catalogue that leads buyers of replacement truck parts directly to Imex's sales team. It combines the efficiency of an updated product catalogue with the human touch.

“Every bit as sophisticated as one of our e-commerce websites, imexpart.co.uk has full product catalogue functionality,” explains Brian Lees, creative director at Chapter Eight. “Its idiosyncrasy is that the basket/checkout options are replaced by directing shoppers to speak to Imex Parts Interpreters in person.”

The sheer scale of the product database affords Imexpart a unique advantage; Chapter Eight has designed the website to give each product its own page. This is valuable in that each page can carry content of interest to search engines.

Natural page rankings outweight paid-for-advertising

“The more pages of valuable content, the higher the natural search engine rankings. Having high natural page rankings lessens the need to purchase the Google Adwords required to advertise an individual website,” explains Brian. “As web users often now disregard paid-for advertising, achieving a high natural page ranking (ie. being listed on the top 3 pages by a search engine) is more imperative.”

A powerful Content Management System is a great weapon when it comes to Search Engine Optimisation, As part of their training with Chapter Eight’s in-house content writers, the Imex marketing team has been shown how to write Meta Descriptions and how to choose notable Keywords. As a result, the team has been adding photos, news and background content to Imex's new website.