The client

Quingo Scooters is a UK manufacturer and direct-to-consumer brand of premium five-wheeled mobility scooters, designed and built specifically for older users who value comfort, stability and independence. Quingo’s patented five-wheel design is genuinely different from the rest of the market, and the brand competes on engineering quality, customer support, and a uniquely personal sales process — including free in-home demonstrations across the UK.
The audience is older, often researching on behalf of a parent or partner, and almost always making a high-consideration purchase worth several thousand pounds. They don’t buy on impulse, they don’t buy on a phone, and they reward brands that respect the time it takes to make the right decision. Any digital experience built for Quingo had to reflect that reality.

The challenge

Quingo’s previous web presence wasn’t bad — it was just under-equipped for the way the business actually generated revenue. The brand was investing significantly in paid search, paid social, print, TV and outdoor advertising, all of which drove traffic to the website and (ultimately) into a sales team that handled brochure requests, callbacks and home demonstrations. But the website and the CRM were essentially talking past each other.

Specifically, we needed to solve:

• Plug the website directly into Quingo’s CRM lead manager so every enquiry — brochure request, callback, demo booking, finance enquiry — was attributed, scored and routed in real time.
• Replace a slow, manual landing-page process with a platform that lets the marketing team spin up campaign-specific landing pages in hours, not weeks.
• Build a serious SEO foundation so commercial search terms (mobility scooters, five-wheel scooters, road-legal scooters and dozens of long-tail variants) deliver compounding organic leads month after month.
• Design every page for an older audience without making the site feel “for old people” — modern, premium, trustworthy, and effortlessly accessible.
• Surface the data. Marketing needed visibility of which channels, campaigns and keywords were producing not just clicks but actual qualified leads and ultimately revenue.

The solution

Wirebox designed and built a bespoke, performance-tuned website with three things welded together at the core: a deep CRM integration, a campaign landing-page platform, and an SEO and analytics framework that links every lead back to the channel that produced it. Every front-end decision — typography, contrast, journey design, page weight — was made with the older audience in the room.

The CRM lead manager integration

Every enquiry on quingoscooters.com flows directly into Quingo’s CRM lead manager via a custom-built API integration. The website doesn’t just hand over a name and email — it captures source, channel, campaign, landing page, device, scroll depth and the specific journey the user took, and pushes the full picture into the CRM the moment a form is submitted.

How the integration works

• Real-time lead push. Brochure requests, callback bookings, demo requests, finance enquiries and live-chat conversions are sent into the CRM within seconds, complete with full attribution metadata.
• Lead scoring at source. Each lead is scored before it lands in the CRM based on engagement signals — pages viewed, time on site, video plays, returning visitor, finance calculator usage — so the sales team can prioritise hot enquiries the same day.
• UTM and offline tracking. Print ads, TV spots and direct-mail pieces use trackable phone numbers and URLs that map back to specific campaigns, giving Quingo a single attribution model across digital and offline media.The result is a closed loop: a campaign goes live, traffic hits a landing page, leads land in the CRM with full context, the sales team works them, and the outcome — including final order value — is reported back so marketing can see exactly which £1 spent produced which £100 earned.
• Compliant by design. Consent capture, data retention and the right-to-be-forgotten flows are all handled at the integration layer rather than bolted on after the fact.
• Bidirectional sync. Sales-team outcomes (won, lost, demo booked, demo completed, finance approved) flow back into the analytics layer so marketing can optimise spend against actual revenue, not just leads.

The campaign landing-page platform

Quingo runs dozens of concurrent campaigns across paid search, paid social, display, sponsored content and partnerships. Every campaign deserves a landing page tailored to the offer, the angle and the audience — and the marketing team needed to ship those pages without a developer in the loop.

• A modular landing-page builder built into the Quingo CMS, with reusable blocks for hero, feature, testimonial, video, comparison, FAQ and lead-capture form.
• Per-page form configuration — choose what to ask, what counts as a conversion, where the lead routes inside the CRM, and what thank-you sequence fires.
• A/B testing baked in, so headlines, hero imagery and CTA copy can be tested without engineering involvement.
• Page-level performance budgets, so even a quickly-built landing page still loads in under two seconds on a 4G connection.

The team has shipped hundreds of campaign landing pages on the platform without writing a line of code, and each one inherits the same accessibility, attribution and CRM integration as the main site.

SEO and search visibility tracking

For a brand selling a high-consideration product, Google is where the buying journey starts. Wirebox built Quingo a serious SEO foundation and a measurement framework that tracks visibility against the competition every day.

• Technical SEO baked into the build: crawlable architecture, fast Core Web Vitals, structured data for products, FAQs, reviews and videos.
• A content programme around buyer questions (“are mobility scooters road legal?”, “what’s the difference between class 2 and class 3?”, “how to choose a mobility scooter”), each piece linked into the funnel.
• Daily rank tracking against a curated keyword set of commercial and informational terms, with dashboards that flag movement, competitor changes and new opportunities.
• Server-side and client-side analytics with channel-level revenue attribution — so the SEO team can defend a piece of content not by pointing at sessions but by pointing at booked demos and orders.

Designing for an older audience

The audience changes everything. Default web design conventions — tiny type, low-contrast greys, popovers, infinite scroll, autoplaying carousels, jargon — actively work against this user. The Quingo site was designed against a different brief: respect the user’s time and eyesight, never confuse them, and prove the brand’s trustworthiness on every page.

• Larger base typography (18–20px body) and high-contrast palettes that easily pass WCAG AA, often AAA.
• Generous tap targets and simple, linear journeys with clear back/forward signposting — no clever interactions that punish a hesitant user.
• Phone-first lead capture: a freephone number is visible on every page and click-to-call is the most prominent CTA on mobile.
• Video-led product education, with closed captions and full transcripts as standard.
• Trust at every step — independent reviews, customer testimonials, on-page accreditations, returns and finance information all surfaced where decisions get made.
• Plain-English copy. No jargon. No forced cheerfulness. The same tone of voice the sales team uses on the phone.

The results

The combination of a CRM-integrated website, a campaign landing-page platform and an audience-first design system has produced commercial results that go well beyond a typical website refresh. The site has generated millions of pounds in attributed online revenue and continues to compound its lead and rank position year on year.

Just as importantly, Quingo’s marketing and sales teams now operate from the same dataset. Every campaign, every landing page and every keyword can be tied back to the lead it produced and the revenue that followed — which means Quingo’s investment decisions are made on outcomes, not impressions.

Looking ahead

With the platform now powering the majority of Quingo’s marketing operation, the roadmap is shifting from foundations to optimisation: deeper personalisation for returning visitors, richer in-page video education tailored by user intent, an expanded long-form content programme to capture earlier-funnel search demand, and tighter integration between CRM-side sales outcomes and on-site experience. Every one of those will sit on top of the same architecture.

The technology

• Bespoke CMS with modular landing-page builder
• Custom CRM lead manager API integration
• Lead scoring engine with engagement-based prioritisation
• Schema.org structured data and Core Web Vitals performance budgets
• Daily rank-tracking and channel-level revenue attribution dashboards
• WCAG AA-compliant component library tuned for an older audience