Lionhart Tires

The Challenge

In early 2023, roughly nine in ten of the search clicks we could see by query came from people who'd already typed Lionhart's name. That left little room in the reported clicks for someone who knew the tire size they needed but hadn't settled on a manufacturer.

Shoppers who searched by tire size or vehicle weren't finding Lionhart. A size lookup asks which tires are available, while a vehicle lookup starts with the car and works back to its factory sizes. The site needed to handle either starting point without requiring the shopper to know a Lionhart model name first.

Lionhart sells through dealers, so we needed to reach those shoppers before a dealer visit. The website's job was to let them investigate the tires: find a matching model, examine its specifications and see its appearance on a car. The dealer would handle the purchase after that research.

The Solution

We built Lionhart's current site for shoppers who start with a tire size and launched it in January 2023. The size pages listed matching tire models, so someone arriving with a size could see the Lionhart options available for it.

Each model page showed available sizes with part numbers, load ratings and tread depth. That put the specification table beneath the tire model the shopper was considering, rather than leaving them with a name and a picture to take to a dealer.

Vehicle guides offered a way to search by car instead. Drivers could look up factory tire sizes using their car's model year and trim. This gave a reader who didn't have a size handy a place to begin the same research.

Paid campaigns later covered the performance range, then newer tire lines. Separate profile campaigns gave viewers an introduction to Lionhart on social, with a different destination from the tire-line traffic campaigns.

We produced still photos, video and close-ups of the tires, and we also managed social. Both were built around the dealer relationship: a shopper sees the tire first, then buys through a dealer.

What the Dashboards Don't Show

The table shows clicks from searches that didn't name Lionhart, using the same two half-years as the SEO tiles. Those searches included vehicle tire-size lookups and exact sizes, the questions the size and vehicle pages were there to answer.

This only includes queries reported by name, and coverage varies, so read the figures as a direction, not an exact count. A search click recorded an arrival on the site, while a dealer would handle the sale.

The size pages and model specifications did different jobs within that research. A size page listed matching tires, while the model's table let a reader check the available sizes against details such as load ratings and part numbers. Neither required a direct online sale to be useful.

Some of the work for Lionhart never shows up in a click report. Sponsorship discussions, outreach to potential partners and community building were also part of the work. The tiles don't measure those activities.