Case Study
Motorcycle Website Design — AFB Motorcycles Case Study
A Harley-Davidson workshop in Bridgwater with a 284-product parts shop — rebuilt so the site leads with the workshop, and the shop finds the part that fits your bike.
A workshop first, a shop second
AFB Motorcycles is a Harley-Davidson specialist in Bridgwater: servicing and MOTs, engine work, fabrication, tyres and wheels, and diagnostics, with a parts and clothing shop alongside.
The workshop is most of the business and the shop is the add-on, so the new site is built the same way round. It opens on the workshop — a film of the bikes, the services, the team and the history — and the shop is one tap away in the menu rather than in the way.
Every main page is designed on its own rather than stamped from a template: the services, the bikes for sale, their own builds, the company history, the videos, the online catalogues and the contact page, each laid out around what it has to say.
A shop built around the bike
A brake pad is only the right brake pad for one engine and one run of years, and AFB’s own product names carry that fitment inside them. A customer arrives knowing their bike, not a category.
So every level of the shop narrows towards the part that fits. A rail of sub-categories with live counts; engine chips for the families a Harley owner actually thinks in — Evo, Shovelhead, Panhead, Twin Cam, Milwaukee-8; and product cards that lift the fitment out of the name onto a line of its own, so a list can be scanned by what fits rather than by part number.
Where a price is on application the site says ‘Ring for price’, never £0.00. And the shop is built at the addresses Google already has for it — the shop, every category and every product — so nothing needs redirecting when it goes live. See our e-commerce website design for how we approach a shop.
The part picker
AFB’s stators come in eighteen versions, and the old shop described all eighteen in a single paragraph. The new product page turns that into two questions — your engine, then your model and year — and answers with one part: its type, the years it fits, its plug style and its OEM number, with the price for that exact version and a button to add it to the basket.
Anyone still unsure is given the workshop’s number. Nothing in the picker is invented: every year range, plug style and OEM number comes from AFB’s own copy, and where they gave no plug style the page says so rather than guess.
Built for how people search for parts
Parts are searched for by the exact thing: the engine, the part and the make. A shop that puts each part on its own page, at the address it has always had, can be found for each of those searches.
That is the same thinking behind our e-commerce development work. The BMX-Shop case study and the Longcross Garage case study are comparable projects.
What We Built
Project development work carried out
Workshop-First Home Page
Opens on the workshop — the services, the team and the history — with the shop one tap away in the menu.
Fitment Part Picker
Engine, then model and year, then one part with its type, plug style, OEM number and price.
A Shop at Its Own Addresses
284 products across 87 category pages, built at the URLs Google already knows.
Honest Prices
Price-on-application parts say ‘Ring for price’, never £0.00.
Common Questions
Motorcycle Website Design FAQs
Need a website for your motorcycle business?
Tell me what you need and I will give you a fixed price. You deal with the person who builds it — not an account manager, not an offshore team.