case study
Premier Coaches
December 10, 2020

Premier Coaches and Intellicore sets the wheels in motion for a website that provides a smooth customer experience

Premier Coaches are a coach transport company that needed Intellicore's services when it wanted a smooth online journey for its customers.

The Client

Premier Coaches is a luxury coach business based in Kintore, Aberdeenshire. The company has grown from having a small fleet of coaches and staff when it began in 2010 to now employing over 20 drivers and 3 full-time mechanics from throughout Aberdeenshire and now operating a fleet of 12 Coaches ranging from 16 to 53 seats, and in 2013 introducing a range of VIP seater in 16, 25, 29 and 49 seat coaches.

Premier also now operate a small number of taxi’s and minibuses in the area.

Based in the heart of Aberdeenshire, being a part of our community is very important to the team and we are focused on giving back to the community, so in addition to providing employment in the area, we are very proud sponsors of a number of local groups including Gordon Dementia Services, Garioch Bowling Club, Kemnay Bowling Club, Pittodrie Disabled Supporters Club and various Kemnay football teams over the year. An updated website would potentially really help the team in driving out all community messaging and educating locals on the great work that the team do through 17 school contracts, ranging across the fleet sizes, transportation of social work clients and contracts for oil based companies in the Aberdeen,

The Problem

Premier Coaches identified that there was an opportunity to reach a wider market online and so to further enhance their expansion and increase their online presence, Premier Coaches asked Intellicore to design and build a website for them.

What We Did

Simplified Site + Improved UX

Once we talked to the team and carried out some research on website digital marketing campaign data, we found that traditionally visitors came to the website to:

  1. To find out information on the services that Premier Coaches offer
  2. To gain quick contact with the team on enquiries

We simplified the website to better cater to those two primary functions. From incorporating custom tagging and ensuring that the page length was of an adequate size that would decrease a bounce-rate. We were strategic about what content that would drive an increase in conversion rate, page depth and overall engagement.

The website required was relatively simple but contains all of the information required together with a form that viewers of the site can complete in order to make enquiries. The website comprises pages containing company history, galleries of vehicles and information on their various services. Working with Premier Coaches we understood their vision and made it a reality.


For Premier Coaches we improved the menu navigation through a user-friendly structure that was intuitive and smooth.  We wanted to make sure that the information architecture is set up for optimal visibility and conversions. Page load time was quick and it meant that all devices could achieve the best impact of the website - from iPhones to PCs.

The Premier Coaches team now use an easy CMS for updating the site with new content. The quality, visibility and relevance of content will be one of the most influential factors in determining the success or failure of a new site, the team now change the content to suit their needs and can post announcements on changes to services, additional vehicles and 'news flashes' that has been extremely vital in recent months in relation to COVID-19 and how it has impacted business and changes in transportation protocol for passengers.

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