Transforming Mobility Indy's Online Presence in Indianapolis
How Mobility Indy achieved remarkable growth through strategic web design, seo
The Challenge: Building an Independent Digital Identity
The owners of Mobility Indy, Stoddard and Kelly, were operating under a previous business structure that came with significant limitations. Their prior website setup was inflexible, offered a poor user experience, and restricted their ability to implement effective local marketing strategies tailored to their community. They needed to launch a completely new, independent brand – Mobility Indy – requiring a distinct online presence that truly reflected their core values: exceptional customer service and rapid response times for Indianapolis residents needing mobility solutions.
Key Challenges:
- Limited Web Control: The previous website platform lacked flexibility and hindered customization for local needs
- Poor User Experience: The prior site design was generic and didn't effectively guide users or generate leads
- Building a New Brand: Transitioning to the new 'Mobility Indy' name required building brand awareness and trust from scratch
- Ineffective Local Marketing: Inability to fully control and optimize local SEO and marketing efforts under the old system
- Communicating Value: Clearly conveying Mobility Indy's unique selling points (speed, personalized service) to the local market through the new website
My Solution: A Custom Digital Foundation for Success
I partnered closely with Stoddard to build Mobility Indy's digital presence from the ground up. My core solution involved designing and developing a custom WordPress website meticulously focused on user experience, conversion optimization, and targeted local SEO for the Indianapolis market. This new platform became the essential foundation for establishing the independent Mobility Indy brand online, effectively showcasing their unique service approach and driving qualified local leads.
Our Approach:
Custom WordPress Development: I built a flexible, scalable website using WordPress and the powerful Bricks Builder, enhanced with Automatic CSS for streamlined styling. This provided full control over design, functionality, and future growth
Targeted SEO Strategy: I implemented comprehensive on-page, technical, and local SEO focused on high-intent keywords relevant to Indianapolis users, informed by Google Search Console analysis (e.g., 'mobility stores near me', 'mobility scooter repair near me', 'wheelchair rental Indianapolis')
Conversion-Optimized Design: I created clear calls-to-action, intuitive navigation, and integrated HubSpot forms to capture leads efficiently, addressing specific conversion friction points identified during our collaboration
Content Strategy & Optimization: I developed informative service pages and blog content tailored to the Indianapolis audience, leveraging analysis of existing content and creating new, valuable articles to attract organic traffic and establish local expertise
Rental System Integration: I ensured the seamless integration of their chosen rental system, providing a smooth user experience for browsing and booking mobility equipment online
Technologies & Tools Used:
Our Process
A transparent, step-by-step approach to delivering results
Discovery & Empathetic Research
I dove deep into understanding the limitations of the previous setup, the Indianapolis competitor landscape, and insights from Google Search Console, Google Reviews, and call transcripts. This helped me grasp the specific needs of their customers and Stoddard's unique commitment to speedy, compassionate service. Together, we defined clear project goals for the Indianapolis market.
Deliverables:
- Analysis of previous website limitations and Google Search Console data
- Indianapolis competitor landscape research
- Customer needs analysis from reviews and call transcripts
- Clear project goals and success metrics definition
Strategic Planning
I developed the sitemap, information architecture, content strategy, and targeted SEO keywords. We established branding guidelines reflecting empathy and efficiency.
Deliverables:
- Complete sitemap and information architecture
- Content strategy tailored to Indianapolis market
- Targeted SEO keyword research and strategy
- Branding guidelines reflecting empathy and efficiency
Design & Development
I created wireframes and mockups reflecting the strategy, then developed the custom WordPress website using Bricks Builder and Automatic CSS, ensuring a responsive, brand-aligned experience. I carefully integrated the rental system and HubSpot forms.
Deliverables:
- Custom WordPress website using Bricks Builder and Automatic CSS
- Responsive design ensuring optimal mobile experience
- Rental system integration for seamless booking
- HubSpot forms integration for lead capture
Content Creation & SEO for Indianapolis
I optimized relevant existing content and wrote new service page copy and blog posts specifically targeting Indianapolis search terms. I meticulously implemented on-page SEO elements (titles, metas, headers, internal linking) for local impact.
Deliverables:
- SEO-optimized service pages targeting Indianapolis keywords
- New blog content addressing local customer needs
- Complete on-page SEO implementation
- Local search optimization for Indianapolis market
Launch & Attentive Optimization
We rigorously tested the site before launch, managed the domain transition smoothly, and set up Google Analytics 4 and Google Tag Manager for tracking. Post-launch, we actively monitored performance via Google Search Console and collaborated with Stoddard on optimizations.
Deliverables:
- Comprehensive pre-launch testing and quality assurance
- Smooth domain transition management
- Google Analytics 4 and Google Tag Manager setup
- Ongoing performance monitoring and optimization
Before & After
The transformation was significant. Mobility Indy transitioned from a restrictive, generic web template to a custom-designed, professional website that authentically represents their local Indianapolis identity, deep commitment to service, and unique market position. The new site provides an outstanding user experience tailored to their community.
Before
After
Remarkable Results: Immediate Impact and Enhanced Visibility
Despite launching a completely new domain and brand, Mobility Indy experienced immediate, positive results online. The strategic focus on local SEO for Indianapolis and an improved user experience translated directly into significantly better search performance and visibility, laying a strong foundation for business growth.
Timeline: Results achieved in first month after launch
Client Video Testimonial
Hear directly from Mobility Indy about their experience
https://example.com/mobility-indy-testimonial.mp4
"We didn't miss a beat... The marketing machine is working. The phone is ringing right now. Life is good."
- Stoddard & Kelly, Owners
What Mobility Indy Says
"Launching Mobility Indy was about building a business that truly reflects our values. We needed a website that matched our commitment to immediate solutions and exceptional customer service. The previous setup was holding us back. Working with Simon felt like a true partnership; he took the time to understand our specific needs and the local market. He built us a custom platform from the ground up that looks professional, performs incredibly well in local search, and most importantly, drives real business. We maintained our traffic momentum immediately after launch, and the phone keeps ringing. This new digital foundation is critical to our independent success."
Ongoing Success: Building on the Indianapolis Foundation
The launch of mobilityindy.com marked a new beginning. I continue to partner with Stoddard and Kelly, providing ongoing SEO monitoring, strategic content updates, and performance analysis to ensure sustained growth and adaptation in the local digital landscape.
Ongoing Recommendations:
- Continuous SEO & Performance Monitoring: Regularly tracking rankings, traffic, and conversions via Google Search Console and Google Analytics 4 to identify opportunities specific to the Indianapolis market
- Strategic Content Publishing: Collaboratively reviewing and publishing optimized blog content to build authority and attract local organic traffic
- Technical Optimization: Addressing technical items like Cloudflare configurations and refining website elements based on user data and feedback
- Data-Driven Adjustments: Using performance data to refine SEO strategy, content focus (e.g., seasonal shifts for Indianapolis weather), and conversion optimization tactics
- Collaborative Reviews: Holding regular meetings with Stoddard to review performance, discuss strategy, and ensure the website continues to meet Mobility Indy's evolving needs
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