WorkCase study / Mobile tyre fitting

AI Tyres.

A 24/7 mobile tyre fitter across Nottingham, Derby and the East Midlands had a site that ranked, on a page builder that was slowly breaking. We rebuilt all 76 pages on a lightweight theme without moving a URL that ranked, and replaced a postcode box that never looked anything up with one that answers.

Client
AI Tyres Ltd
Sector
Mobile tyre fitting, 24/7
Services
WordPress rebuild, lightweight theme, area pages, guides, blog, Google Ads landing pages
Delivered
2026
Platform
WordPress, custom theme
The new AI Tyres homepage with the postcode checker in the hero
76pagesrebuilt with no page builderThe rebuild
290placesin one list across 74 postcode districtsService areas
20guidesof 1,200 to 1,600 words, with FAQs and schemaContent
100scoreLighthouse on every Ads landing pagePaid search

01 / Where it started

A site that ranked, on a builder that was breaking.

AI Tyres fits tyres at the roadside, at home and at work, around the clock. The site was doing its job of being found, which is what made rebuilding it delicate: nothing that ranked could move.

  • 23 plugins and a page builder, with inline CSS on every page.
  • Eight blocks of custom CSS, one of which had turned every blog heading white on white.
  • A postcode checker that was really a WhatsApp shortcut and never looked anything up.

02 / How it ran

Keep the rankings, replace everything else.

A rebuild done page by page on staging, then switched over in one go.

Step 1
01

Audit

Every URL and all 65 redirects checked before anything moved.

Step 2
02

Theme

A purpose-built lightweight theme, header and mega-menu redesigned.

Step 3
03

76 pages

Every page rebuilt as a flat template, no builder.

Step 4
04

Areas

11 headline areas and 290 places, held in one list.

Step 5
05

Guides and Ads

20 guides and Google Ads landing pages personalised by town.

Step 6
06

Blog

A live blog with UK dates, filling every day.

03 / What we built

A checker that actually answers.

Type a district, a town, a village or any UK postcode and the hero tells you whether a van comes to you. Out-of-area visitors get an honest answer instead of a form.

  • Keep the URLs that rank. The old addresses serve the new pages and the shorter ones redirect into them, never the other way round. The redirect audit caught one that would have bounced a live page off itself.
  • Eleven areas as the spine. Nottingham, Derby, Chesterfield, Mansfield, Newark, Matlock, Loughborough, Ashby, Burton, Grantham and Lincoln. One list feeds the town pages, the home page, the areas directory and the checker, so the site can never list a village the checker refuses.
  • WhatsApp that asks first. Every WhatsApp button opens the fitter’s eight questions (vehicle, registration, location, locking wheel nut) and writes the answers into the message.
  • Dead weight gone. A form plugin loading four scripts on every page with no form on the site, and 15 KB of legacy CSS per page.
Take one / Keep

Every ranking URL

Nothing that ranks takes a redirect hop.

Take two / Answer

A real checker

Any UK postcode, an honest yes or no.

Take three / Found

Built for local search

Area pages, guides and a daily blog.

04 / The new site

Black, red and quick to call.

Built to be used one-handed at the side of the road.

Home
AI Tyres homepage
HomepagePostcode checker and the 24-hour line in the first screen.
Areas
AI Tyres areas page
AreasEleven towns, two bases, one list behind them.

On a phone

Mobile
AI Tyres homepage on a phone
MobileCall and WhatsApp within thumb reach.

05 / Content and search

Found for the job, and the town.

  • Twenty topic guides of 1,200 to 1,600 words, each with FAQs and schema generated from one list so they never disagree, and cited to GOV.UK and TyreSafe.
  • Google Ads landing pages personalised by town, kept out of the index: 36 KB, no JavaScript, Lighthouse 100 on every score.
  • A blog that keeps publishing, with proper UK dates and a live index.
  • Responsive images everywhere, the biggest single win on phones.
WordPressCustom themeNo page builderPostcode checkerWhatsApp pre-fillLocalBusiness schemaFAQ schemaAds landing pagesPlain JavaScript

06 / Where it stands

Live, ranking and growing.

The rebuilt site is live on aityresltd.co.uk with every old URL kept. We continue to run the blog, guides and landing pages for the business.

Next up

Keep watching.