ROH Wheels Alloy Wheel Catalogue & Dealer Quote New Website

Overview

ROH Wheels is one of Australia's best-known alloy wheel manufacturers, selling through local dealers across Australia and New Zealand. Customers don't buy on the website. They find wheels that fit their vehicle and request a quote, which goes to their local dealer.

We built the new website from scratch on Statamic 6 and Laravel, replacing ROH's old WordPress site. ROH's internal team designed it, and we worked closely with them throughout. The site has a wheel catalogue with vehicle fitment checking, a quote request system protected against bots and spam, integrations with ROH's marketing and advertising tools, and admin tools so the ROH team can manage wheels, vehicles, dealers and leads themselves.

Challenges

1. Wheel Fitment: Whether a wheel fits depends on diameter, width, stud count, PCD and offset, and the result ranges from recommended, to aggressive, to not recommended. Some vehicles have extra rules, such as track-correction wheels for 70 Series LandCruisers and warnings when a wheel sits outside the factory guards.

2. Dealer Leads: Quote requests are the main conversion on the site. Each one needs the right wheel, vehicle and local dealer, and the customer has to be verified before the dealer is notified. With paid advertising running, the quote form is a constant target for bots and spam.

3. Australia & New Zealand: Two markets with different dealers, pricing and marketing lists, on one website.

4. High Traffic: The site serves over 20 million requests a month, with heavy paid advertising traffic. It runs on dedicated Australian VPS hosting that we manage.

5. Protecting SEO: ROH had years of search rankings on the old WordPress site, and the rebuild couldn't lose them.

Solution

1. Wheel Fitment Engine: Fitment data rates more than 5,400 vehicle and wheel combinations, across 112 vehicles and 290 wheel size and offset variants. For each make, model and year, and each wheel diameter, width, stud and PCD combination, offset ranges are mapped to a fitment status. Once a customer chooses their vehicle, they see fitment badges and tooltips across the catalogue.

2. Vehicle Selection & Wheel Configurator: The customer's chosen vehicle applies across the whole site. The wheel configurator lets them choose finish, size and offset, with fitment badges updating as they go. Wheels can have vehicle-specific specs, pricing, images and titles on their own vehicle pages.

3. Quote Requests With Verification: The quote form is prefilled with the customer's wheel and vehicle, and they choose a local dealer on a map. Submissions are protected by rate limiting, a honeypot and Cloudflare Turnstile. The customer then verifies with a four-digit PIN sent by SMS through Twilio, or by email. Only then is the dealer notified, the lead saved and the customer added to the right regional Klaviyo list.

4. Dealer Finder & Dealer Reporting: A Mapbox dealer finder searches by radius across Australia and New Zealand. In the admin, a dashboard shows how quickly each dealer responds to their leads, with traffic-light ratings and trend charts, based on verified quotes only.

5. Admin Tools: The ROH team manage everything in the Statamic control panel, including CSV imports and exports for wheels, vehicles, fitment overrides and dealers. Custom screens show unseen quote requests, manual verification and lead exports. Over 180 news articles and galleries were migrated from WordPress.

6. SEO & Redirects: Technical SEO on every template, a planned URL structure, an XML sitemap, canonical tags, and 301 redirects from every old WordPress URL, including the 180+ news articles.

7. Performance & Hosting: Static caching runs on Redis and ignores ad tracking parameters, so campaign traffic doesn't create duplicate cache entries. Cloudflare sits in front of the site as a CDN, firewall and cache, blocking malicious traffic before it reaches the server.

8. Marketing Data Layer: Key actions, such as viewing a wheel, searching for a vehicle and requesting a quote, send events to Google Tag Manager. ROH's marketing team use them in GA4, Klaviyo and Meta Ads for reporting and retargeting, without needing developer changes.

Key Features Implemented:

• Fitment engine rating 5,400+ vehicle and wheel combinations
• Fitment statuses: recommended, aggressive and not recommended
• Vehicle selection with live fitment badges across the site
• Wheel configurator for finish, size and offset
• Vehicle-specific wheel pages
• Quote requests with SMS and email PIN verification
• Rate limiting, honeypot, and Cloudflare Turnstile bot protection
• Map-based dealer finder with radius search across AU and NZ
• Dealer responsiveness dashboard with traffic-light health and trend charts
• CSV import and export for wheels, vehicles, fitment overrides and dealers
• Multi-site Australia and New Zealand support with regional Klaviyo lists
• News and gallery sections migrated from WordPress
• Google Tag Manager data layer feeding GA4, Klaviyo and Meta Ads
• Technical SEO and XML sitemap
• 301 redirects from every old WordPress URL
• Scheduled tasks for reminders, reporting and personal data retention

Results

1. Clear Fitment Guidance: Customers can see whether a wheel fits their vehicle at every step, so fewer quote requests come in for wheels that won't fit.

2. Verified Leads For Dealers: Every customer is verified before a dealer is contacted, so dealers get real enquiries even with heavy paid advertising traffic, and ROH sees accurate dealer response rates.

3. 96%+ Dealer Reply Rate: Dealers reply to more than 96% of quote requests, helped by verified leads, automated reminders and the responsiveness dashboard.

4. 20 Million+ Requests A Month: The site stays fast and stable at over 20 million requests a month.

5. Retargeting & Reporting: ROH's marketing team can retarget visitors and measure campaigns against verified dealer leads.

6. Search Rankings Kept: The new site launched with far more functionality without losing ROH's search rankings.

7. Managed In-House: The ROH team run the catalogue, dealer network and leads day to day without needing a developer.

Project Services Breakdown

• Custom Statamic and Laravel Web Application Development
• Wheel Fitment Engine Development
• Quote Request System & Spam Protection
• Business Software Integrations (Twilio SMS, Klaviyo, Mapbox, Cloudflare Turnstile)
• Multi-Site Setup (Australia & New Zealand)
• Performance, Cloudflare & Static Caching Optimisation
• Australian VPS Hosting & Deployment
• Admin Tools & CSV Imports
• Analytics & Marketing Data Layer (GA4, GTM)
• Technical SEO & Redirects
• WordPress Content Migration
• Automated Test Suite (1,200+ tests)

Technology Stack: Statamic 6, Laravel 13, Livewire 4, Tailwind CSS 4, Blade, MySQL 8, Redis, Laravel Horizon, Cloudflare (CDN, WAF & Turnstile), Twilio SMS, Klaviyo, Mapbox, Sentry, Google Tag Manager & GA4, dedicated Australian VPS hosting managed by us

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