SEO for Independent Car Dealership | Case Study


Stebbings is one of the largest independent car supermarkets in the UK. Based in Kings Lynn, Stebbings was established in 1976 by Philip Skerry and has been a family-run dealership ever since. 

Summary of case study results


Stebbings came to DNRG frustrated that they were unable to exert full control over their current website. They wanted to own their own website outright and not be tied to a third-party website supplier.

By owning their own site, they could greatly reduce the overhead costs associated with renting a website from one of the larger providers, whilst also improving the functionality and user experience.

With over 8000 monthly visitors and 7000 ranking keywords, it was extremely important to ensure that this website migration had a minimal impact on website traffic.


The focus of this website build was to give Stebbings full ownership over their website, which meant we had to build a number of key integrations. This included integration with their finance companies to ensure that the correct information was displayed and to ensure FCA compliance. We also created a real-time stock integration with AutoTrader and the ability to supply stock feeds to any third-party suppliers used by Stebbings.

Using the existing website as a benchmark, DNRG’s SEO and Web teams worked closely together to ensure that the new website was fully optimised in terms of content, keyword mapping, metadata and ranking position. A number of different brand-specific landing pages were created with expert advice content, to ensure Stebbing’s high levels of customer service were maintained.

We have also built a fantastic content management system (CMS) to make it simple for the team to edit and publish new content on the website.


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increase in
monthly users

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monthly conversions

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increase in
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“We have been working with Digital NRG on the development of our new website and have found the team to be extremely personable and understanding of our requirements. I would have no hesitation in recommending them in any instance.” – Andrew Maddocks | Stebbings Car Supermarket

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