Duke and Duchess is a regional driving school servicing the Bedfordshire area, primarily targeting a 17-20 year old market.
Facing an overcrowded market filled with stuffy, dated driving schools, Duke and Duchess wanted to stand out and reach their core audience. They were already generating good levels of engagement from their Facebook page but recognised that their website and search presence could help them drive more business.
When Duke and Duchess came to us, they were looking for an updated website.
One that would increase engagement from new young drivers, raise their brand awareness in new regions and increase enquiries from potential new instructors.
The driving school landscape is incredibly oversaturated, especially in their local town of Bedford.
For Duke and Duchess, our primary challenge was to make them stand out from the crowd and inspire young people to choose Duke and Duchess for their driving lessons. Our secondary focus was to appeal to potential driving instructors to join Duke and Duchess’s team to expand the company.
We created a concept which centred entirely on Duke and Duchess’s core audience of 17-20 year olds; establishing Duke and Duchess as the driving school ‘For a New Generation’.
We already knew that their core audience wanted to learn to drive, we didn’t need to convince them of that. But, what we needed to do was make Duke and Duchess appeal to those eager prospective drivers.
Our concept positioned Duke and Duchess as the driving school speaking directly to the Gen-Z audience in a way that reflects the way Gen-Z communicates themselves.
This approach set Duke and Duchess apart from their competition, their Gen-Z orientated tone of voice was matched by a fresh, modern website that reinvented the driving school aesthetic.
Colours & Typography
We chose some catchy colors to maximize attention on the key actions, while keeping typography simple and in style.
Open Sans 100
Open Sans 300
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We started by looking at how young people use the internet to find a driving school.
Amongst other things, this in-depth research turned up over 100 keywords related to the services Duke and Duchess provided.
After looking at the monthly volume of search traffic these keywords gathered, and how relevant they were to the core audience of Duke and Duchess, we wittled our list down to 20 keywords that were highly relevant to our client.
As Duke and Duchess are a regional driving school, our key focus was local SEO.
Using tools such as Google My Business helped us to improve the client’s local performance, both in Bedford and in the new areas they wanted to expand into.
We wanted to get Duke and Duchess ranking at the top of the results page for location based keywords, so prospective drivers in Bedford and the surrounding area would see Duke and Duchess first when they began their search for a driving school.
This meant that when prospective drivers landed on the site from Google, they were shown information relating exactly to the keywords they’d searched for.
This helped to build Duke and Duchess’s authority as a reliable source of quality information about learning to drive. To make Duke and Duchess the driving school ‘For a New Generation’, we overhauled their aesthetic, making it cleaner, more modern and more vibrant.
Using hand drawn graphics on the imagery and bright, fresh colours throughout the site, set Duke and Duchess apart from the cliched ‘holding a driving certificate next to the instructor’s car’ images that dominate the driving school industry.
The student and parent hubs featured content answering common questions, offering support and providing extra information for prospective and current drivers and their parents.
The instructor hub was established to drive engagement from potential new instructors considering joining the Duke and Duchess team. This pillar of the website worked to satisfy the client’s secondary goal of growing their team of instructors; it also helped to further grow their position as an authoritative source for information about all aspects of driving.
And, of course, all the content was optimised for SEO; using popular keywords to boost Duke and Duchess in the Google rankings. Each step of our journey with Duke and Duchess took us closer to the ultimate goal of establishing the driving school as a fresh, youthful voice speaking directly to Gen-Z in a stuffy, overcrowded market.