Oztrack Custom
Griffith, NSW
Ben and the team at Oztrack Custom build off-road tourers out of Griffith — anything from a single accessory to an entire vehicle. The work has never been the problem.
The website was a brochure. Two items in the navigation, no headline on the homepage, and the mission statement pressed into service as a heading because there was nothing else to put there. Good builds, listed, with nothing asking anyone to commission one.
Same brand, rebuilt to convert.
Portfolio
Oztrack Custom
Project Brief
From brochure to conversion
The old homepage had no H1, and a navigation of two items — About Us and Our Builds. A visitor could admire three named builds and then had to work out for themselves how to start a conversation.
The rebuild adds Services and Get in Touch to the navigation, states the range of work up front — from one accessory to the whole tourer — and carries a visitor through the differentiators before asking for the job.
Built on WordPress with ACSS, with WebSite and LocalBusiness schema so a custom 4WD workshop in Griffith is legible to search engines and AI assistants rather than left to be inferred.
Outcomes
Four words that do the qualifying
“Why settle for standard?” states the proposition and filters the audience in the same breath. Someone shopping on price reads it and leaves. Someone who has been thinking about a proper build reads it and recognises themselves.
The old homepage had no headline at all, which meant it qualified nobody and asked nothing.
The transformation
A brochure with no headline, rebuilt to ask for the job.
The old site had two items in its navigation, no H1, and its mission statement set as a heading. The work was good; nothing on the page asked anyone to commission it. Same brand, new life.
A brochure. Beautiful builds, presented as a list, with no headline and nowhere to start a conversation.
“Why settle for standard?” — and a route from that question to a quote.
A homepage with no headline
Before
No H1 anywhere on the page. The first heading was the mission statement itself — a full sentence about passion for the outdoors, set as a heading because there was nothing else to put there.
After
“Why settle for standard?” Four words that state the proposition and disqualify the wrong customer in the same breath.
Two items in the navigation
Before
About Us and Our Builds, plus a Get in touch button. No services, and nothing in between to tell a visitor what could actually be commissioned.
After
About Us, Our Builds, Services and Get in Touch. The work is still the hero — but there is now a path from admiring it to commissioning it.
A brochure, not a conversion site
Before
Three builds listed as headings — “79-GOLD”, “MERLOT 79”, “TERRY’S TOURER” — then a contact section at the bottom. Everything to look at, nothing to act on.
After
Sections that carry a visitor forward: from one accessory to the whole tourer, every project different, how the work is done, and build your dream off-road project.
Scope stated up front
Before
Nothing told a visitor whether Oztrack would fit a single accessory or build an entire vehicle. Both are true; neither was said.
After
“From one accessory to the whole tourer.” A customer with a small job knows they are welcome, and a customer with a big one knows it is possible.
Nothing structured for machines
Before
A single WebSite entity and nothing else. No indication of a workshop, a location, or the services offered.
After
WebSite and LocalBusiness, so search engines and AI assistants can place a custom 4WD workshop in Griffith and read what it does.
The outcome
The builds were always the argument. Now the site makes it.
Same brand, rebuilt as a conversion site rather than a brochure. Live since September 2026.
Branding
No rebrand. The Oztrack Custom identity already existed and was not the problem — it carried straight across.
What changed is how much room the work gets. The old site treated photography as illustration between blocks of text. The rebuild treats it as the argument, because in custom fabrication the finished vehicle is the only proof that matters.
A long relationship, and the right moment
We have known Ben and the team out at Griffith a long time. That is usually what makes a rebuild like this possible — enough trust to say the site is no longer doing the work justice, and enough history to know what to keep.
The brand stayed. The brochure did not.
Gallery
160+ customers love us and we love them
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