Toyota and Lexus specialist Jemca Car Group has seen a 450% increase in online enquiries in the two months since it launched its new website.

The new site was developed with Responsive Digital and Gary Bixley, Jemca Car Group director of marketing and customer services, admitted the group had rested on its laurels with web development previously.

Gary Bixley, Jemca Car Group director of marketing and customer services, said: “We were quite late to creating our own website.

“We had rested on our laurels and we knew we needed to create something which was consumer driven and bespoke.”

Bixley knew that the website needed to mirror how consumers are now browsing the internet, with a layout that would be easy to use on tablets and smartphones, as well as desktop.

The website takes inspiration from retail websites like eBay and Amazon.

Bixley said: “When you return to Amazon if you’ve visited before, the content adjusts to what you have browsed previously and it doesn’t treat you like a stranger.

“The content delivered to customers is more targeted and relevant to their needs and we’ve tried to incorporate that approach with the new website.”

The website improvements has seen new car enquiries increase by 58%, service enquiries are up 750% and unique visits are up 20%.

Jemca is now looking into adding real time online service booking to the website in the future and is planning more developments.