See the concept first if you like. Two working screens, built entirely from their real stock feed.
What's in here
1Read this before you pitch
Three things change how you approach this conversation.
Their site is not bad
It's clean, organised and it works. Do not open with "your site looks old" — you'll lose him in one sentence. Open with money and risk.
The 50-car stock is an automated feed, not hand-written pages
The site runs on a custom CMS (/mylo/) built by Azizi Media, a UK agency that specialises in dealer websites. Their CSS and JavaScript are served from Azizi's own server, not from the dealer's domain. The vehicle data and photos come from DealerManager — their stock ID is DM6230.
You cannot just "rebuild it in WordPress". Before you price anything, you need to know where the vehicle feed comes from and whether he can get an API or CSV export of it. Quote without knowing that and you will be stuck.
This is a real business, so price accordingly
Founded 1995 by Martin and David Sherlock. 30th anniversary this year. Already listed on AutoTrader and CarGurus. Over 60% of their business is repeat and referral.
"What are you paying Azizi Media per month at the moment?"
That single number sets your entire pricing. UK dealer web platforms typically run £150–£500 a month. If he's already paying £250, your retainer sells itself.
2Conversion — where the money is leaking
They have 50 cars and a 4.9-star reputation, and the only real way to act on the site is to phone during opening hours.
- No enquiry form on individual vehicles. Not one.
- No WhatsApp anywhere on the site.
- No "reserve this car" and no online deposit.
- No finance calculator and no eligibility checker. A buyer wanting finance has to ring up.
- Part exchange is a page of text, not a valuation tool.
- Stock search filters by make, model and max price only. No fuel type, gearbox, body style, mileage, year or monthly budget.
- Contact email is
davidsherlock@live.co.uk— a personal Hotmail address on a 30-year-old business. Hurts trust and hurts email deliverability. - A fax number is still published in 2026.
Every car in their feed already carries year, mileage, gearbox, fuel type, colour and body type — it's printed on each listing. The data is there. It simply isn't filterable. Nothing needs to be created, only used.
Their 311 five-star reviews do not appear on the website. There's a static testimonials page with a handful of quotes. That 4.9 rating is their single biggest asset and it's invisible where it matters most.
3SEO — the most expensive gap
- Zero structured data (JSON-LD). No
AutoDealer, noVehicle, noLocalBusinessmarkup anywhere. Google therefore cannot show their cars as rich vehicle results, and their star rating cannot appear in search listings. For a used car dealer this is the single most valuable technical fix available. - Zero Open Graph tags. Share a link on WhatsApp or Facebook and it renders with no image. Every car they share is losing clicks.
- No canonical tags.
- No Meta Pixel — so they cannot retarget site visitors on Facebook or Instagram.
The meta description is properly written, the page title targets local keywords well ("Used Cars Wirral, Second Hand Cars Wirral"), and Google Analytics 4 is installed. Give credit where it's due — it makes the criticism land better.
4Performance
Measured on a cold first load:
| Metric | Result |
|---|---|
| Time to first visible content | 13.3 s |
| Full page load | 11.8 s |
| Requests | 72 |
| Page weight | 1.37 MB — 1.24 MB of it images |
| Images using lazy loading | 0 of 44 |
| Server protocol | HTTP/1.1 (no HTTP/2) |
Be straight about the caveat: this was measured from South America, so UK visitors will see better times. The causes below are structural and hit everyone.
- 14 separate external stylesheets blocking the render
- jQuery loaded three times (1.12.4 from 2016, plus 3.5.1) and jQuery UI loaded twice
- animate.css loaded twice (versions 3.7.0 and 3.7.2)
- Bootstrap 5.2.0-beta1 — a beta release running in production
- Four uncompressed homepage slider images at 166–277 KB each
- Critical CSS and JS served from a third party's server (azizimedia.co.uk). If that server goes down, or the relationship ends, the site breaks. That is genuine vendor lock-in and a fair thing to raise.
The concept attached to this audit carries six real car photographs in 512 KB total — less than half the weight of their homepage, which spends 1.24 MB mostly on a decorative slider.
5Mobile
- Several elements overflow the screen width at 375px (the car carousel).
- 44 of 121 tap targets are under 40px tall — below the accessible minimum. On a car site where most traffic is mobile, that's friction on every tap.
6Regulatory — handle carefully, it's your door opener
Verified twice, and the nuance matters.
It's on the Showroom page, in full:
| Cash price | Deposit | Credit | Fixed rate | Rep. APR | Term | First | Then | Final | Total payable |
|---|---|---|---|---|---|---|---|---|---|
| £14,995.00 | £1,499.50 | £13,495.50 | 11.9% | 11.9% | 60 mo | £295.41 | 58 × £295.41 | £296.41 | £19,225.10 |
The homepage shows "or from £220.42 p/m" on all eight featured cars, with no representative example and no APR anywhere on the page. The finance page doesn't carry it either. In the UK, advertising a monthly payment triggers the requirement for a representative example (FCA CONC 3.5).
Their finance page also lists the Financial Ombudsman Service as 0845 080 1800. The current FOS number is 0800 023 4567.
This makes for a better pitch, not a worse one. You're not telling him he's non-compliant — you're telling him he already has the correct block and it just needs to appear in two more places. It's a ten-minute fix, and it proves you actually read his site.
Their FCA authorisation itself is declared properly: Covella Limited T/A Bromborough Road Car Sales, FRN 659481, with the commission disclosure and the "credit broker not a lender" wording present.
"One small thing worth flagging: you've got the representative example on your showroom page, which is spot on, but the homepage advertises monthly payments without it. Probably worth mirroring it there and on the finance page. Also the Ombudsman number on your finance page is the old one."
7What to sell him, and for how much
| Stage | Deliverable | Price |
|---|---|---|
| 0 | Written audit + concept mockup | Free — door opener |
| 1 | New website + stock feed integration | £2,950 |
| 2a | Care — hosting, feed monitoring, backups, content changes | £120/mo |
| 2b | Growth ⭐ — the above + local SEO, Google Business, review engine, monthly report | £395/mo |
| 2c | Machine — the above + Meta and Google Ads managed | £750/mo |
| 3 | WhatsApp AI assistant, 24/7 lead capture | £600 + £90/mo |
| 3 | Reserve online + deposit payment (Stripe) | £450 |
| 3 | Part-exchange valuation tool | £350 |
- UK agencies charge £3,000–£8,000 for a dealer site build and £150–£500/month for the platform. You sit deliberately just under that — competitive, not cheap.
- Do not discount because he's a friend's dad. Discounting makes it look like a favour, and favours don't get taken seriously. Give more value instead.
- The monthly retainer is the actual business, not the build. The build is the entry point.
8The order to do it in
Four steps, in this order. The point is that the audit earns the right to show the mockup, and the two questions stop you quoting a number you'd have to walk back.
| # | Do this | Why in this order |
|---|---|---|
| 1 | Send the audit. Not the mockup. | The audit is what makes you credible. Lead with a mockup and it reads as "a lad who fancies redesigning your site". Lead with 13-second load times and a missing APR and it reads as a professional. |
| 2 | Ask the two questions. What does he pay Azizi Media monthly? Can he export the stock feed? | The first tells you what to charge. The second tells you whether the job is even possible. Skip these and you risk quoting £2,950 for something you can't deliver. |
| 3 | Then show the mockup. | By now he's already agreed there's a problem. The mockup becomes the solution rather than an unsolicited opinion. |
| 4 | Quote the build and the retainer together. Never the build alone. | Quote £2,950 on its own and it's a one-off job that ends. Quote it with £395/month attached and it's a relationship. The retainer is where the money actually is. |
"You've got 311 reviews at 4.9 stars and 50 cars in stock, and the only way anyone can act on your site is to ring you during office hours. Everything after 5pm is going to AutoTrader instead."
9About the concept
Everything in it is real. The cars, the specs, the prices, the reviews, the address, the opening hours and the representative example were all taken from their own site and their own DealerManager feed on 15 August 2026. Nothing was invented. The customer reviews are quoted word for word from their testimonials page.
What the two screens demonstrate:
- Six working stock filters including monthly budget, fuel type and gearbox
- The 4.9 / 311 rating placed above the fold, with three real reviews
- WhatsApp, call and enquiry routes on every screen, plus a sticky bar on mobile
- Reserve online with a refundable deposit
- A working HP finance calculator — move the deposit and term and the monthly figure recalculates live
- Part-exchange valuation by registration
- Full
AutoDealerandCarJSON-LD schema, plus Open Graph tags - The representative example present on both pages
- Lazy-loaded images, no horizontal overflow, tap targets at 40px and above
Have a look. Both screens work on phone and desktop.
Prepared by Web Express, 15 August 2026. This is an independent technical assessment of a publicly accessible website; it is not legal, regulatory or financial advice. The points raised in section 6 should be confirmed with the dealer's own compliance contact or lender. Bromborough Road Car Sales, Azizi Media and DealerManager are named for identification only and have no involvement in this document.