Client Location:
South Mills, North Carolina
Project Manager
Kayleigh Crandell
Project Overview & Objectives:
Factory Direct Oil is an official AMSOIL INC. affiliate dealer with a mission to deliver premium synthetic lubricants to a wide range of customers—from weekend riders to commercial fleets. When they came to Xponent21, they needed more than just a site refresh. Their previous site lacked customization for their unique dealer branding, it wasn’t optimized for organic search visibility, and it didn’t provide a clear path for different types of buyers.
Their goals were threefold:
- Increase online sales through a more engaging and conversion-optimized site experience
- Attract fleet, retail, and wholesale customers with clear, targeted business opportunity pathways
- Establish a flexible content hub to support future marketing campaigns and educational efforts
They needed a platform that could grow with them—and perform from day one.
Our Approach:
We kicked off with strategic discovery and competitive analysis to understand how customers shop for AMSOIL products and how Factory Direct Oil could stand out. The result was a full redesign on WordPress, with an architecture built for both performance and flexibility.
Key decisions included:
- Vehicle-type navigation to help users quickly find products tailored to their needs
- Affiliate linking to seamlessly connect users to AMSOIL’s ecommerce checkout while retaining brand continuity
- User-focused UX design with a cleaner visual layout and CTAs for commercial, retail, and fleet opportunities
- A custom post type created an SEO-focused product infrastructure, with fields for product name, weight (viscosity), type, image, and direct affiliate link—making it easy to maintain consistency, improve product discoverability, and support future SEO enhancements.
Built for performance, the site meets modern SEO standards—including fast load times and mobile responsiveness—to enhance both visibility and user experience.
Every component—from content structure to visual identity to development architecture—was created with discoverability, conversion, and scalability in mind.
KEY RESULTS:
Within the first two weeks post-launch, organic impressions increased by over 370%—a strong early indicator of improved search visibility and SEO performance.
The new FactoryDirectOil.com has laid the foundation for a robust digital growth strategy. Early feedback highlights major improvements in usability, professional appearance, and clarity of offerings. As analytics continue to be tracked through our ongoing SEO and content efforts, we expect to see measurable increases in traffic, engagement, and conversion performance across retail and commercial audiences.
More than just a facelift, the redesign positions Factory Direct Oil to reach more customers, serve new commercial accounts, attract new dealers to the program, and grow the brand’s presence as a trusted AMSOIL partner in a competitive market.
By aligning digital strategy with their mission to deliver premium AMSOIL products to riders and fleets alike, we’ve equipped Factory Direct Oil with the tools to drive more traffic, more leads, and more sales—starting now and scaling into the future.
Our SERVICES:
Content
Design
Development
Digital Strategy
How many team members collaborated on this project?
0
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