Armstrong’s – Driving Digital Performance in a Competitive Automotive Market
Armstrong’s is one of New Zealand’s largest vehicle dealership groups, representing 18 brands across 35 locations nationwide. With the customer journey increasingly starting online, Armstrong’s needed a digital partner who could help them improve performance, streamline lead generation, and continually optimise their site to compete in a crowded market.
The Challenge
With over 1,000 vehicles listed at any time and a complex web of third-party marketing integrations, Armstrong’s required more than just a web maintenance partner, they needed a strategic digital team who could unlock the full potential of their platform. Their goals were clear: improve website performance, boost SEO rankings, and most critically, increase lead conversion from online activity.
Satellite was brought on board to take over the management and optimisation of their always-on website. The goal: drive better outcomes by systematically improving the user experience, accessibility, SEO, content, and conversion.
The Solution
Satellite kicked off the engagement by working with Armstrong’s digital marketing team to fully understand both the known challenges and the broader opportunities for digital growth.
Strategic Digital Review & Roadmap
We developed a comprehensive strategy to elevate the site experience to match the calibre of the global automotive brands Armstrong’s represents. This included a prioritised roadmap of enhancements based on UX, performance, accessibility, and SEO best practices, co-developed with the Armstrong’s team.
Optimised Lead Generation
Recognising that lead conversion is king, we focused on refining all lead-gen touchpoints, streamlining forms, minimising friction, and pre-filling known data to reduce barriers for users. Every optimisation was designed with mobile-first thinking and a strong emphasis on user experience.
Bespoke Lead Integration Solution
Satellite developed a custom middleware platform to consolidate leads from a range of third-party sources and route them to the appropriate sales departments. This ensured leads were followed up efficiently, and gave Armstrong’s new visibility into the entire lead lifecycle through reporting dashboards.
Workflow Streamlining
Onboarding began with an overhaul of Armstrong’s existing Jira backlog, turning a collection of tickets into a prioritised and manageable workflow. This transformed their project board into a central, productive tool, greatly enhancing communication, focus, and team efficiency.
The Results
The outcomes of this collaboration have been significant and ongoing. The newly streamlined Jira board has become a vital productivity engine, reducing admin overhead and enabling both teams to focus on growth opportunities and user improvements. WIP meetings are more effective, with project visibility centralised and aligned.
The custom lead integration platform has closed the loop on Armstrong’s digital marketing funnel, helping ensure that valuable leads are never lost and that data flows seamlessly to the teams who need it.
Beyond technical execution, the relationship has become a trusted partnership grounded in collaboration, creativity, and constant evolution. Armstrong’s continue to see their website evolve into a class-leading platform, backed by Satellite’s commitment to ongoing optimisation and innovation.
Working with Satellite has been an absolute game-changer for us. As our web development and maintenance team, they bring not only technical expertise but also a truly collaborative and innovative approach that sets them apart. From day one, they have been a joy to work with—always professional, always punctual, and always willing to go the extra mile to ensure the best outcomes. Beyond their technical excellence, what really makes Satellite special is their team. They are not just talented professionals but also genuinely great people who make the often-complex world of web dev easy and enjoyable to navigate. Most importantly, working with Satellite has massively elevated the level of our website, taking it to a class-leading standard in an incredibly competitive environment. Their expertise, creativity, and dedication have given us a platform that not only stands out but also continues to evolve and improve. If you're looking for a web team that is both highly skilled and an absolute pleasure to work with, we cannot recommend Satellite enough.
