This was a pretty significant project, beginning as soon as the new Morries websites were done. We had added a Bentley franchise alongside Maserati, and decided to rebrand the business unit as Twin Cities Luxury Auto, another project I oversaw. Branding under this umbrella allowed us to share marketing where Bentley and Maserati would not.
Our old website for Maserati of Minneapolis was the first major web project I was involved in for Morries, back in 2003. Due to the limitations of the CMS platforms available, we opted to build an entirely custom website from scratch. The website was built with a national audience in mind, making sure that it would be SEO friendly and featuring many things not seen before in an auto dealer website.
We had 30+ pictures of each vehicle, an integrated eBay auction formatting tool, and SEO features that soon made this website hit the first page of Google for “Maserati”; A highly competitive search term. We led many changes to the way dealers sold cars nationally – from photo quality and quantity, to being one of the first in the country to take photos in a professional-grade studio.
Fast-forward to 2010 and the automotive CMS platforms had finally caught up to what we started 7 years ago, so we were finally comfortable migrating away from our custom design.