CASE STUDY: Design & build | Kentico

Integrated digital solution for an automotive challenger

Helping position SellCar as leader in their sector, through an exciting rebrand, consumer website, and enhanced admin system


Established in 2007, SellCar is one of the longest established online vehicle purchasing companies in the UK. They have one of the best customer reputations in the sector.

The brief

SellCar are one of the most ambitious companies we've had the pleasure to work with. Their team is innovative and passionate, consistently striving to provide a better service for their customers.

While their existing website provided the basics for what SellCar needed, it was holding them back. The design was very dated, the site didn't engage visitors as much as they hoped, and didn't work well at all on mobiles or tablets. In such a competitive and fast-moving sector, SellCar realised they needed to do something about it.

We were commissioned to help them present a confident brand, to create a trustworthy website with clear calls to action and compelling copy, and also to build a new administration system to manage their business. The project involved all departments of our company: strategy, design, technical, and marketing.

The project


When SellCar approached us, they were known as "SellCar-UK" - which wasn't quite so catchy or memorable. We worked with SellCar to acquire a new domain name, and rebrand the company with a new logo, tone of voice, and style guide.

Understanding requirements

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Following several workshops with SellCar's key stakeholders, and long days of wireframing and prototyping, with a remit to challenge and make suggestions throughout, we helped to document the various customer journeys and internal processes. Every aspect of the public-facing website and administration system was planned and created to be as quick and easy to use as possible.

Using data

With half of all traffic originating from mobile devices, it was imperative that the site was responsive and easy to use for all users, regardless of their device.

A future-proof platform

We built the site using Kentico EMS, which enables SellCar and ourselves to continually optimise the website using content personalisation, A/B testing, MVT testing, and marketing automation. We also created a bespoke price quoting engine, which integrates with several APIs to retrieve real-time vehicle data and pricing.

In order to facilitate the administration of the business, Distinction developed a custom CRM / ERP / business management system (it's so bespoke, we don't know what to call it!) which works seamlessly with Kentico. This enables SellCar’s employees to manage all enquiries through a secure, private web-based application.

Screenshot of the adaptive/responsive website for SellCar


The resulting site provides a compelling and user-focused experience that has been extremely well received by the client.

Customer feedback has been fantastic, and the enhanced usability of the site is already paying dividends with an increased volume and quality of enquiries.

The bespoke administration system has streamlined many of SellCar’s labour-intensive processes, allowing them to spend their time growing the business and maintaining their excellent reputation for customer service.

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