Pro-Align

About the project

Pro-Align is the exclusive UK importer for Hunter Engineering, the world’s leading manufacturer of professional wheel alignment machines, wheel balancers, tyre changers, and more. Hunter Engineering is renowned for utilising cutting-edge technology to enhance the speed and precision of wheel alignment, making them the industry’s gold standard.

With over 20 years of expertise in the supply, installation, and maintenance of wheel alignment machines, Pro-Align has built a reputation for reliability and professionalism. Their commitment to excellence has played a key role in making British garages faster, more efficient, and more profitable.

However, they needed a website that truly reflected these qualities.

The Challenge

Pro-Align had earned a solid reputation for delivering high-quality service throughout the sales process and providing exceptional aftercare. Their website, however, didn’t match the level of care and professionalism that defined their brand. The outdated site offered a poor customer journey, which resulted in missed opportunities with both new prospects and existing customers. Additionally, the content management system (CMS) was slow, outdated, and unstable—a common issue with older websites that have evolved organically over time.

Pro-Align needed a website overhaul—a new site built from the ground up that would not only streamline user experience but also drive new business leads.

Our Solution

Pro-Align’s original website followed a ‘products first’ strategy, focusing heavily on the features of each product. While this approach made sense from an engineering standpoint—providing prospects with detailed product information—it wasn’t delivering the desired sales results from a marketing perspective.

We shifted the focus from ‘products’ to ‘customers’. The messaging transitioned from highlighting ‘features’ to emphasising ‘benefits’. We tailored the content to engage specific customer groups, differentiating the product ranges to meet their unique needs. Rather than a ‘one size fits all’ approach, we crafted an online experience that allowed users to easily and quickly find exactly what they were looking for. The new website was designed to be intuitive, user-friendly, and efficient—just like the products and services Pro-Align offers.

The new website effectively aligned with Pro-Align’s reputation for excellence, providing a seamless user experience that mirrors the high standards of their products and services. By focusing on customer needs and clearly communicating the benefits of each product, the revamped site not only enhanced user engagement but also significantly improved lead generation. Pro-Align now has a digital presence that reflects their industry leadership and continues to support their growth in the competitive automotive market.