RJ Cars Case Study

A Motorhead Digital client since 2007, the RJ Cars previous website was in need of some updating to bring it up to current standards in both design and functionality.

The result is a clear, user-friendly website focusing on what matters most: the cars. Well laid-out sections highlight the company's history, unrivaled customer service and dedication to the industry.

A series of thorough discovery sessions took place with digital strategist Barry Alt and RJ Cars owner Russell Jacobs, to figure out what changes in the company, the industry and their customers had happened since the last web build. After this, a complete overhaul of the company's online presence was mapped out.

“I told Barry this would be my online legacy…… and I think we hit the mark! The site is mobile friendly now, flows well, and looks great.”

- Russell Jacobs

The Client

Founded in 1989 by owner Russell Jacobs, the team at RJ Cars have restored well over 100 cars and repaired, cleaned and improved countless others.

RJ Cars enjoys a nationwide reputation for friendly, expert and knowledgeable service coupled with attention to detail due to his staff's approach of treating each car and truck as if it were their own.

The Website

Their old website had served them well, but they wanted to present the company in a more modern light. Due to its age, the old website was not mobile responsive and difficult for staff to update themselves.

During the discovery sessions, the RJ Cars team chose a number of outcomes they wanted to achieve: the site needed to be mobile friendly, be more focused on explaining their services and position their company as the leaders in car restoration, nationwide.

Our Solution

Working together for the last decade, both companies already had a good feel for how the other works and how best to approach the project.

The Motorhead Digital team started with a blank canvas and completely redesigned and rebuilt the site from the ground up. As with all our projects, user experience is front and center - a clear and simple main menu enables customers to find what they want easily.

The website includes a refreshed and updated look with a completely new design that makes the most of clear, crisp photography to effectively sell the experience of having the RJ Cars team restore your vehicle.

Now an industry standard, the website is fully mobile responsive and displays perfectly on all devices.

By adding testimonials and incorporating positive reviews and press materials, the site successfully sells RJ Cars’ unbeatable record of great car restorations and happy customers.

In addition to the extensive website development work, we provide the RJ Cars team with ongoing support and maintenance via our MHD Pro Care Plan. To ensure their local clients are easily able to find them online, we’ve established a strong presence by building their Local SEO with Citation Management.

The results from the Local SEO and Citation Management have generated a noticeable increase in traffic resulting from search engine optimization. We’ve noticed a 70% year over year increase in website User Sessions. Online listings (citations) have also seen growth with 31 new citations gained year over year for a total of 311 total Citations.

The RJ Cars website now has 337 additional top keywords ranking in search results year over year.

In the last 6 months, 65% of people who searched for the services offered by RJ Cars found them by searching for a category, products or service.

What We Delivered

Business Analysis
Website Audit
Mobile Responsive Website Design
Website Development
Content Development
Search Engine Optimization (SEO)

Local SEO
Website Management Training
User Testing
Support and Maintenance
Overall project management

The Event

Just as the Spring of 2020 started to change the lives of so many, owner Russell Jacobs approached our team with an inspiring idea. Having experienced challenges in the past, he wanted to sponsor an evening of music by recording artist Drake White, who had been playing live online events known as Wednesday Night Therapy. We were tasked with pulling together a strategy to make the most of this special event, sharing it with the personal meaning and heartfelt thanks all the while promoting RJ Cars as a business.

Our Solution

Motorhead Digital mapped out the strategy and execution from start to finish, collaborating with the Drake White team and RJ Cars for the necessary resources and permissions. We planned, researched, prepared and wrote all content for scheduling on social media. For maximum business exposure a unique landing page was added to the RJ Cars website both promoting the event and bringing new auto restoration visitors to the site. Social media posts and paid advertisements were created and an email campaign was delivered straight to the inbox of

What We Delivered

Marketing Strategy
Content Planning
Content Research and Writing
Social Media Scheduling
Social Media Advertising
Audience Targeting
Website Landing Page
Website Image Update
Email Marketing Campaign
Success Metric Tracking

The Marketing

It’s no wonder the people at RJ Cars have such a great relationship with their past and present clients. They’ve always gone out of their way to keep them well informed of the restoration projects they’ve got lined up. One of their communications was a little old school and came in the form of a printed quarterly newsletter which couldn’t be tracked for delivery, open rates or any kind of metric. They needed a way to reach people quickly, reliably and in a way the effort and ROI could be monitored. This is where our

Marketing Maximizer™ program kicked in. We took their original project update format and added calls-to-action to both drive traffic back to the website, and promote bookings to evoke fear of missing out.

Our Solution

After meeting with RJ Cars’ owner, Russell Jacobs, and establishing his top objectives and priorities, we identified that email marketing was a great fit for his business and recommended the best platform for the job. With his input, we set to work discovering the best content for his audience and aligned it with the previous newsletter for a seamless transition. Our team then imported the contact list and created custom branded templates complete with call-to action, links back to the website, and social media features. The email campaign open rate of 37.7% vs 2020 industry average of 16.66% (Constant Contact) is a testament to the high-quality of the content delivered. We now operate on a monthly schedule following our unique process for a smooth execution and a quality result.