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Parramatta Smash Repairs Case Study

About Parramatta Smash Repairs (PSR)

PSR is an innovative smash repairs shop founded in 1966. What sets them apart? An amazing three-generation heritage built on honesty, respect, quality assurance, and stellar customer service. 

Family owned and operated, PSR regularly invests in the most up-to-date training, facilities, technology, equipment and vehicle parts. They have a well-earned reputation as a capable authorised repairer for Mercedes-Benz, BMW, Lexus, Mini, and Subaru. This augments their expertise in smash repairs for all other luxury car brands and late models.


Parramatta Smash Repairs




New South Wales, Australia


  • Website Audit
  • Brand Strategy
  • Logo Design
  • Website UI/UX Redesign
  • Website Development
  • Website Migration
  • Search Engine Optimisation 
  • Content Marketing
  • Reporting & Analysis
  • Award Recommendation

What was the challenge?

In early 2020, PSR wanted to get more out of their website. Back then, they positioned themselves as “an authorised auto body repairer”. While the business had accomplished a lot in over 50 years of operation, and proudly bore the Mercedes-Benz, Lexus and BMW marks along with their main logo signage in front of their expansive workshop, their website did not do full justice to their proven capabilities.

PSR’s person-to-person word-of-mouth reputation was excellent, but they wanted more. They had put considerable effort into getting five-star Google Business Reviews, and wanted to build on that. Droves of people who search for panel beaters online could benefit greatly from discovering PSR.

There are thousands of smash repair shops in New South Wales, and many of PSR’s competitors had already established a strong online presence with high-ranking SEO.

Therefore, the challenge was to increase PSR’s business performance by:

  • strengthening their online business presence,
  • improving their search rankings, and 
  • increasing website traffic to their website.

How did we solve it?

After obtaining an understanding of the strengths of PSR, we immediately spotted that their branding could be better aligned with their accomplishments. Many great businesses ‘do it right’ but don’t ‘tell it right’, and here’s where we come in.

Brand strategy. Ignite suggested a logo update to reflect a more befitting modern and innovative feel while retaining the ‘five star’ quality association. We also repositioned PSR as “Sydney’s leading prestige autobody repairer”, refreshed the copywriting on their website, and created a larger online visual showcase to demonstrate this unique value proposition.

Website design and development. A major part of the website transformation came from updating the site so that it was more user-friendly, and could give site visitors what they need to know at every stage of their buyer journey. This involves UI/UX redesign, followed by web design, development and migration. A new ‘Get a Quote’ form was added so that it was convenient for people to make enquiries at any time of day or night. This helps PSR staff work more efficiently when processing quotes.

Search Engine Optimisation(SEO). After PSR’s online business presence was updated, we launched SEO activities to get the new website found by more people looking for smash repair services. This created a significant impact within four weeks. Today, Ignite Search continues to help PSR monitor SEO performance and maintain robust search rankings. We collaborate on multi-pronged SEO strategies including content marketing and location marketing, and continue to be an ongoing digital marketing ally supporting PSR’s success.

What did we achieve?

The initial website transformation, which included not only a redesign & development but also all new photo and video content, as well as SEO optimisation baked in, results in an incredible end result, shown in the video below:


After designing and launching PSR’s premier-branded website, we implemented SEO activities that increased their SEO visibility fivefold, and web traffic by 44%.  Moving from beyond Page 5 to Page 1 for several keywords was a great business boost, increasing lead generation by 200%.

Today, Ignite Search continues to help PSR maintain robust search rankings and monitor SEO performance. We take care of multi-pronged SEO strategies including content marketing and location marketing to support PSR’s ongoing success.

Testimonial Video from Ryan Simpson – Business Director of Parramatta Smash Repairs

We wanted to improve our website – which we had going for a few years. We fully transformed it, it’s nothing on which it used to be. They’ve done an exceptional job and part of that was to improve our SEO and how we appeared in Google organically. So far it has gone really well. The website is everything we’ve wanted and more – and the results from the SEO are starting to show already and we expect them to get even better, which has really boosted us above the competition

Ryan Simpson, Business Director, Parramatta Smash Repairs

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