Project Overview
Vehicles 2 Lease partnered with CYBRIAL to modernise its website and strengthen its digital presence. We redesigned the experience end‑to‑end: clarifying offer structures and pricing, improving navigation, elevating the brand, and establishing a scalable content system that supports both search growth and faster day‑to‑day operations.
Client Background
Vehicles 2 Lease is a UK‑based vehicle leasing provider serving personal and business customers. With hundreds of offers live at any time, the previous site struggled to present options clearly and guide users to a confident quote request.
Problems / Challenges
Listing clarity — customers found it hard to compare models, terms, mileage and initial rental
Choice overload — large catalogues created friction without curated pathways and budget filters
Inconsistent content — repeated manual edits and duplicate manufacturer copy hurt quality and speed
SEO gaps — thin brand/category pages limited discovery and internal linking depth
Quote friction — enquiry flows missed key details, increasing back‑and‑forth for the sales team
Project Goals
Create a clear hierarchy for pricing, offers, and vehicle categories
Improve navigation and reduce time‑to‑quote with guided journeys
Standardise content with reusable templates and consistent tone of voice
Expand SEO coverage across brands, models, body types, and financing terms
Modernise the brand look‑and‑feel while improving accessibility and performance
Our Approach
We combined UX, content strategy, and design with an AI‑assisted production workflow to iterate quickly and maintain consistency across a large catalogue.
UX
Introduced standardised offer cards highlighting monthly price, initial rental, term, mileage, fuel type, and delivery speed
Added budget, brand, body‑type, and delivery‑time filters to reduce decision fatigue
Designed a guided quote flow to capture essential requirements up front and shorten the sales loop
Content
Rewrote priority pages with a clear, compliant tone tailored to automotive leasing
Created reusable templates for brand, model, and category pages (with FAQs) to accelerate publishing
Introduced glossary/tooltips for terms like BIK, P11D, maintenance, and excess mileage
Design
Refreshed visual system with improved typography, spacing, and contrast for readability
Applied consistent card layouts, iconography, and micro‑copy to guide attention and reduce ambiguity
Optimised image usage and loading strategies for performance across the catalogue
AI‑Assisted Workflow
Generated first‑draft page sections, FAQs, and messaging variants; human‑edited for accuracy and brand fit
Used AI to create structured content outlines that map to information architecture and internal linking
Accelerated copy iteration during design reviews to align UX and content in real time
Solutions Delivered
Offer card system with consistent pricing presentation and compliance notes
Guided quote and enquiry flow capturing spec, mileage, term, and business/personal details
Brand → Model → Trim information architecture with breadcrumbs and contextual linking
Reusable content templates for brands, categories, and FAQs to reduce manual duplication
Structured SEO (internal links, schema, canonical rules) and on‑page improvements
Performance optimisations aligned to Core Web Vitals (LCP, CLS, TBT)
Results & Impact
400% increase in lease application conversion rate — from discovery to qualified lead submission
5× improvement in lead quality — prospects arrive better informed and aligned with offer criteria
500% increase in lead-to-sale conversion rate — clearer intake and better qualification dramatically reduced sales friction
+29% increase in quote enquiries within 60 days of launch
+24% longer time‑on‑page across brand and category pages, indicating stronger engagement
+31% growth in organic impressions for priority leasing terms
−40% content publishing time via reusable templates and consistent messaging
Significant reduction in back‑and‑forth emails due to clearer quote intake (qualitative feedback from sales team)
Conclusion / Next Steps
Vehicles 2 Lease now has a clearer, faster, and more scalable website. Next, we’ll expand brand/model coverage, deepen analytics on offer performance, and run A/B tests on quote flows to further increase conversion and reduce operational friction.
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