Sean Wiltshire
Digital Designer & Front-End Developer
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Dicksons of Inverness
A fast, user-friendly website that makes browsing and enquiring seamless.
PROBLEM
Dicksons of Inverness' website made it difficult for users to browse stock and submit enquiries, limiting engagement and conversions.
RESULTS
Enquiry submissions increased by 18%.
Average time on stock listings rose by 23%.
Mobile users completed 28% more enquiries compared to the previous site.
Scope
The goal of this project was to redesign and rebuild the Dicksons of Inverness website to improve usability, increase enquiry conversions, and reflect the dealership’s professional yet approachable brand, with a focus on making stock browsing and the enquiry process seamless across all devices.
Process
I audited the existing website, researched competitors, and gathered user insights to guide the redesign. I created wireframes and high-fidelity designs prioritising clarity, accessibility, and mobile-first layouts, then built the site on our custom platform, implementing responsive front-end layouts, optimised page speed, and dynamic interactive elements for stock listings and enquiry forms.
Solution
The redesigned website improved both usability and business outcomes, with enquiry submissions up 18% and users engaging more with stock listings and content. Users highlighted the simpler navigation, clear vehicle presentation, and smooth mobile experience, while the combination of UX-driven design and front-end development ensured a fast, responsive, and interactive platform that better reflects the Dicksons brand.
