Context
BerlinAutoTest (Łukasz Berliński’s automotive channel) had a site centred on a shop — products, cart, accessory categories. The business model shifted toward selling services: a conscious new-car purchase, market analysis, and support packages instead of an e-commerce checkout. The site had to follow — different narrative, a rebuilt homepage, and a new lead path.
Goal
I designed and delivered a rebuild that:
- replaces shop messaging with a services offer (“first we find a better-priced car, then you choose a package”),
- rebuilds the homepage around a clear form CTA,
- delivers a complete client needs analysis form (with optional dealer-offer upload).
My role
I owned design, solution design, implementation, and up to 30 days of post-launch care.
Scope
1. Content shift: shop → services
- rewrite of messaging (hero, copy, navigation with Services emphasis),
- complete removal of the shop (products, cart, SKU categories) in favour of the enquiry path,
- keep the blog / car tests as expert content, not as a product catalogue.
2. New homepage
- “conscious purchase of a new car” positioning,
- process highlight (fill the form + attach official dealer spec / price),
- Fill the form as the primary CTA,
- brand continuity (logo, social, YouTube).
3. Enquiry form
A full client needs analysis form, including:
- basic data (name, phone, email, company/private person, occupation),
- shortcut path: attach an existing dealer offer (PDF) and skip further fields,
- location (purchase, pickup, and test-drive cities),
- further needs-analysis fields to prepare a market offer.
Approach
Instead of “bolting a landing page onto the shop”, I mapped the service model onto the site structure: value and process first, then the form as the product. The form is intentionally long — it gathers context for market analysis — but includes an escape hatch (dealer PDF upload) so people with a concrete offer are not blocked.
Challenges
- Changing the user’s mental model — from “buy a dashcam” to “submit a car-purchase need”; hero and CTA had to explain that in a few lines.
- Long form without abandonment — sections, helper text, PDF upload as a shortcut.
- Expert content vs. lead gen — blog/tests stay, but must not compete with the primary services path.
Outcome
BerlinAutoTest now has a services-first presence: a rebuilt homepage and enquiry form, with the shop fully removed. Live: berlinautotest.pl. I provided up to 30 days of post-launch care after go-live.
Stack
- WordPress — content, homepage, enquiry form