Bradford-based JCT600 is claiming an industry first, with the first motor retailer website to be built around keyword search.

Working with Code Computerlove and BlueSky Interactive, it has made a “six figure investment” into the site, which has been 18 months in development.

The new website is intended to help customers quickly shortlist their vehicles of interest and it also includes full technical specification and economy figures, as well as a finance calculator and application form. Servicing and repairs can also be booked online.

“The motor industry has been slower than some sectors to realise the potential of the internet as a way of communicating with customers,” explained Charlotte Murray, head of digital for JCT600.

“Having led the digital marketing team at JCT600 for the last seven years, we have always been focussed on using this platform as another way of improving the shopping and ownership experience for our customers and have taken inspiration from some of the most dynamic players in the retail industry.”

Code conducted a 6 month research programme, including dealership surveys and industry insight. The Manchester agency came up with a new design, before JCT600 appointed specialist BlueSky Interactive to develop the final site.

“As well as a modern and dynamic look, the new website gives speedy access and easy navigation, so that today’s sophisticated customers have a wealth of information at their fingertips.  We want it to be a ‘go to’ website, a trusted destination that lives up to the JCT600 brand, giving car owners everything they need from the most economical car for them to the latest tips and advice,” continued Murray.