How ClickMechanic increased organic revenue by 78% through scalable price estimate pages
Service
SEO
Sector
Automotive
Market
UK
Timeframe
12 months
+78%
increase in organic revenue from /price-estimate pages YoY
+46%
increase in non-branded clicks (28,403 → 41,575)
+11%
increase in pages generating clicks (4,063 → 4,501)
The story
The overview
ClickMechanic partnered with Blue Array to improve organic performance across its /price-estimates section and make car repair pricing more transparent for users. The focus was on growing non-brand traffic and revenue by improving how pricing content was structured, accessed and understood across the site.
The challenge
The automotive repair market is often unclear for consumers, with hidden costs and inconsistent pricing creating uncertainty. ClickMechanic wanted to build a more trustworthy, user-friendly organic experience around repair pricing.
At the same time, the /price-estimate section contained around 12,000 pages that were difficult for both users and search engines to navigate. Important pricing pages were not properly surfaced through the site architecture, and competing page types were ranking for the wrong search intent.
The goal
- Increase non-branded clicks to the /price-estimate section by 30% YoY
- Improve visibility for high-intent cost-related searches by better aligning page intent
- Create a clearer user journey and scalable navigation structure across the /price-estimate section
Our work
The approach
Our approach focused on combining accurate pricing data, improved site structure and scalable on-page optimisation to make the /price-estimate section more visible, useful and commercially effective.
Key areas of focus included:
- Leveraging data from more than 110,000 real repair jobs to surface accurate pricing information on-page
- Redesigning the information architecture and introducing 52 new pages to better target higher-level cost queries and support navigation
- Rebuilding the core /price-estimates page to cluster repair types, link to top-level category pages and support users earlier in their journey
- Creating scalable page templates that combined educational content with pricing breakdowns by car make and location
- Introducing a clearer hierarchical internal linking structure across repairs, categories and make/model pages
- De-optimising /job pages so cost-related queries could be better targeted by /price-estimate URLs instead
The results
The campaign exceeded its initial traffic target and delivered strong commercial growth.
Non-branded clicks to the /price-estimates section increased by 46% YoY, rising from 28,403 to 41,575, outperforming the original 30% growth objective.
This increase in visibility translated into a 78% YoY increase in organic revenue generated by /price-estimate pages. At the same time, the number of unique pages in the section generating at least one click increased by 11%, from 4,063 to 4,501, showing broader organic coverage across the section.
Why it worked
This campaign worked because it solved a genuine user problem while improving search performance at scale. By using real pricing data, simplifying the structure of a large section and ensuring the right pages ranked for the right intent, ClickMechanic was able to improve both trust and visibility.
The strategy also balanced user experience with SEO scalability, making it possible to improve thousands of URLs through templates, internal linking and architectural changes rather than isolated page-by-page updates.
Awards won
Award name: UK Search Awards
Award category: Best Use of Search – B2C (SEO)
Campaign name: The Price is Right: Restoring Car Repair Estimates
Year: 2023
Result: Finalist
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