ROH Wheels Alloy Wheel Catalogue & Dealer Quote New Website

Overview

ROH Wheels are one of Australia's best known alloy wheel manufacturers, selling across Australia and New Zealand through a network of local dealers rather than a direct checkout. That business model shaped the entire brief. The site is not a traditional online store, it is a fitment-aware catalogue whose job is to help a customer find wheels that genuinely fit their vehicle, then hand a qualified, verified lead to the right local dealer.

I was engaged as the development partner to build the platform from the ground up on Statamic 6 and Laravel, replacing the previous WordPress site. The website design was provided from their talented staff internally and a collaborative process was used throughout resulting in a high quality user-focused website that is tightly integrated with marketing & advertising tools. The goal was a fast, richly filterable catalogue backed by a real fitment engine, wrapped in a quote funnel robust enough to survive paid advertising traffic and bots, and supported by back-office tooling that lets the ROH team manage wheels, vehicles, dealers, and lead quality without touching code.

Challenges

1. Wheel Fitment Is Genuinely Hard
   Whether a wheel fits a vehicle is not a single yes or no. It depends on diameter, width, stud count, PCD, and offset, and the answer shifts across a range of values from recommended, to aggressive, to not recommended. ROH also had model-specific nuances, such as track-correction wheels for 70 Series LandCruisers and warnings when a wheel protrudes beyond the factory guards. The platform needed to model all of this accurately and present it to a customer in plain language.

2. Turning Browsers Into Qualified Dealer Leads
   Because ROH sells through dealers, the most valuable action on the site is a quote request, not a purchase. That funnel had to prefill the customer's chosen wheel and vehicle, route to the correct local dealer, and, critically, verify the customer is real before a dealer is ever notified. Running paid advertising campaigns to the site meant the funnel would be a constant target for bots and junk submissions that would otherwise pollute dealer inboxes and distort reporting.

3. Two Markets, One Codebase
   ROH operates in both Australia and New Zealand, with differences in dealers, pricing, and marketing lists. The site needed clean multi-site support without exposing region switching to the public until the business was ready for it.

4. High Traffic And Paid Campaigns
   The site serves over 20 million requests a month, backed by large digital advertising spend, which places real demands on caching and performance. It also runs on my own PHP-optimised dedicated Australian VPS hosting, so the caching, queueing, and delivery layers were engineered and tuned by hand to ensure large traffic spikes could be handled with ease.

5. Protecting Organic Search Through A Full Rebuild
   Replacing an established WordPress site with an entirely new platform is one of the riskiest things you can do to organic traffic. ROH had years of hard-won search rankings driving valuable, high-intent visitors, and all of that had to survive the switch. The brief was to add a large amount of new functionality without sacrificing SEO, so protecting organic traffic was a first-class concern from day one rather than an afterthought. Every page needed sound technical SEO, the URL structure had to be planned deliberately, and every old URL had to be accounted for so nothing that ranked was lost at launch.

Solution

1. A Real Fitment Engine
   At the heart of the platform is a fitment dataset covering over 1,000 vehicle and wheel-size configurations. For each make, model, and year, and each diameter, width, stud, and PCD combination, the system defines the offset range that maps to a fitment status. A custom fitment status model drives clear badges and tooltips across the catalogue, so a customer selecting their vehicle immediately sees which finishes, sizes, and offsets are recommended for their car and which are not.

2. Vehicle-Aware Product Pages And Configurator
   Selecting a vehicle sets a session context that flows through the entire experience. An interactive wheel configurator lets customers choose finish, size, and offset while fitment badges update live, hiding options that do not fit by default with an option to reveal them. Wheels can also carry vehicle-specific overrides, serving tailored specs, pricing, imagery, and titles at dedicated vehicle URLs, all kept in sync automatically whenever a wheel or vehicle is edited.

3. A Verified, Abuse-Resistant Quote Funnel
   The quote flow is the largest subsystem in the project. A customer's wheel and vehicle are prefilled, a local dealer is selected via a map-based finder, and the submission is protected by per-email and per-IP rate limiting, a honeypot, and Cloudflare Turnstile. Rather than emailing a dealer immediately, the system issues a four-digit verification PIN, delivered by SMS to eligible Australian and New Zealand mobiles through Twilio or by email as a fallback. Only once the customer verifies is the dealer notified, the lead recorded, and the customer subscribed to the correct regional Klaviyo list. This single verified pipeline guarantees dealers only ever receive real, consented enquiries.

4. Dealer Network Management And Responsiveness Analytics
   A Mapbox-powered dealer finder lets customers search by radius across both countries. Behind the scenes, a control panel dashboard measures how responsive each dealer is to the leads they receive, with a traffic-light health model and trend charts. Every statistic is scoped to verified quotes only, so bot traffic can never drag down a dealer's reported reply rate.

5. Editor-Friendly Back Office
   The ROH team manages the catalogue entirely from the Statamic control panel. CSV import and export tools handle bulk updates to wheels, vehicles, and fitment overrides, dealer imports automatically propagate from Australia to New Zealand, and custom control panel screens surface unseen quote requests, manual verification, and lead exports. The site's 180+ news articles and image galleries were migrated from the previous WordPress site and rebuilt into structured, filterable content.

6. SEO-First Migration And Redirect Strategy
   Organic traffic was protected end to end. Every template carries proper technical SEO, from unique titles and meta descriptions through to structured, semantic content and clean, keyword-relevant URL structures. I mapped the previous WordPress site's URLs against the new structure and put a dedicated redirect engine in place so every old address, including the 180+ migrated news articles, resolves to its new home with a permanent 301. Combined with an XML sitemap and canonical handling, this preserved link equity and search rankings so the new site launched without the traffic drop that so often follows a full rebuild.

Key Features Implemented:

• Fitment engine covering 1,000+ vehicle and wheel-size configurations
• Custom fitment status model with recommended, aggressive, and not-recommended states
• Vehicle selection with session-wide context and live fitment badges
• Interactive wheel configurator with per-section reveal of non-fitting options
• Vehicle-specific wheel overrides served at dedicated URLs
• Verified dealer quote funnel 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, overrides, and dealers
• Multi-site Australia and New Zealand support with regional Klaviyo lists
• Filterable news and gallery sections migrated from WordPress
• Structured marketing data layer feeding Google Tag Manager (GTM) and Google Analytics 4 (GA4), routed internally to Klaviyo and Meta Ads for retargeting
• Technical SEO across titles, meta descriptions, semantic content, and URL structure
• Full 301 redirect map from the old WordPress URLs to preserve rankings
• Automated scheduled upkeep for reminders, stats, and Personally Identifiable Information (PII) retention

Results

1. Fitment Guidance That Builds Trust
   Customers no longer guess whether a wheel suits their car. The fitment engine gives clear, vehicle-specific guidance at every step, reducing the risk of a customer requesting a quote for wheels that will not fit and giving dealers better-qualified enquiries to work with.

2. Clean, Verified Leads For Dealers
   By verifying every customer before a dealer is contacted, the platform protects the dealer network from bot spam and junk submissions, even under sustained paid advertising traffic. Dealers receive genuine, consented leads, and ROH gains an accurate picture of dealer responsiveness through verified-only analytics.

3. A Stable Platform At 20 Million Requests A Month
   Guided by that pre-launch performance testing, I engineered the static caching layer by isolating it on its own Redis database, capping memory with sensible eviction, stripping advertising query strings so campaign traffic does not multiply cache entries, and using targeted invalidation rules. Cloudflare sits in front of the site as a proxy, firewall, and caching layer, absorbing traffic and blocking malicious requests before they reach the origin. Together, on my own PHP-optimised dedicated Australian VPS hosting, this keeps the site fast and stable at over 20 million requests a month under heavy digital advertising traffic.

4. A Marketing Data Layer, Not Just Analytics
   Every meaningful action, from viewing a wheel and searching a vehicle through to the primary quote conversion, pushes a structured event into a rich data layer that feeds Google Tag Manager. Because the data is standardised in GTM rather than hard-wired to a single tool, ROH's internal marketing team can route it wherever they need without further development work: GA4 for analytics and attribution, Klaviyo for email flows, and Meta Ads for audience building and retargeting. The result is that high-intent visitors can be retargeted and marketing performance measured directly against verified dealer leads, all off a single, consistent event stream the team controls themselves.

5. Organic Traffic Preserved Through The Rebuild
   Thanks to the technical SEO groundwork and a complete 301 redirect map from the old site, the platform launched with far more functionality but without surrendering the search rankings ROH had built over years. Old URLs resolve cleanly to their new equivalents, link equity carried across, and organic search remained a strong, steady source of high-intent traffic rather than something the rebuild put at risk.

6. A Business The Team Can Run Themselves
   Between CSV bulk tooling, custom control panel screens, and automated scheduled tasks, the ROH team manages the catalogue, dealer network, and lead pipeline day to day without developer involvement, on a platform built to grow across both markets.

Project Services Breakdown

• Custom Statamic and Laravel Web Application Development
• Domain Modelling (Wheel Fitment Engine)
• Lead Generation Funnel Design & Anti-Abuse Engineering
• Business Software Integrations (Twilio SMS, Klaviyo, Mapbox, Cloudflare Turnstile)
• Multi-Site Architecture (Australia & New Zealand)
• Performance, Cloudflare & Static Caching Optimisation
• Self-Managed Australian VPS Hosting & Deployment
• Control Panel Tooling & CSV Import Pipelines
• Analytics & Marketing Data Layer (GA4, GTM)
• Technical SEO & Migration Redirect Strategy
• WordPress Content Migration
• Comprehensive Automated Test Suite (1,200+ tests)

Technology Stack: Statamic 6, Laravel 13, Livewire 4, Tailwind CSS 4, Blade, MySQL 8 (Statamic Eloquent Driver), Redis, Laravel Horizon, Cloudflare (CDN, WAF & Turnstile), Twilio SMS, Klaviyo, Mapbox, Sentry, Google Tag Manager & GA4, dedicated Australian VPS hosting provided & optimised by Jonathan Bird Web Development

Services provided

Website URL

https://roh.com.au