Land Rover website audit

Jed Hewitt-Bell/Q09697217/CCA 504

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Student Name: Jed Hewitt-Bell

Student Number :Q09697217

Faculty: FCIS

Level of study: 5

Course title: Public Relations and Communications

Unit title: Digital PR

Assignment title: Website Audit

Assignment tutor: Fiona Western

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Student work starts here…

Southampton Solent University School of School of Communication and Writing Faculty of Creative Industry and Society

Land Rover Website Audit

http://www.landrover.com/gb/en/lr/

Author : Jed Hewitt-Bell – Q09697217 Course title : Public Relations and Communications


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List of illustrations

1. Land Rover images Page 3

2. Jeep homepage Page 4

3. Example of Land Rover’s logo Page 5

4. Land Rover’s Twitter page Page 6

5. Mercedes-Benz’ Twitter page Page 8

6. Body Shop’s Twitter page Page 9

7. Navigation menu Page 10


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Contents

1. Abstract Page 1

2. Introduction Page 2

3. Overview of website effectiveness Pages 3-7

4. Digital communication strategy Pages 8-10

5. Opportunities for evaluation Page 11

6. Conclusion Page 12

7. Recommendations Page 13

8. Bibliography Page 14


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Land Rover Website Audit

Abstract

The aim of the report is to thoroughly audit Land Rover’s website. Features that shall be

audited will be brand communication, website functionality and their online promotional

strategy. They will be evaluated to determine whether they address all of their stakeholders

effectively. It will then be compared to rival websites and theoretical studies to decipher its

effectiveness.

Land Rover’s website is accessible to all stakeholders but could be improved by honing some

specific areas in terms of website functionality and online promotional strategy. These will

be discussed.


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Introduction

Land Rover is a vehicle manufacturer specialising in 4x4s that are able to cover all terrains.

They are known around the world due to their success, reliability and durability. Jaguar and

Land Rover formed together to form JLC (Jaguar Land Rover) which both fall under the

ownership of Tata motors – the largest vehicle company in India. The partnership was

formed as both organisations have been established for a long period of time making them

part of British heritage.

Land Rover has a wide breadth of stakeholders due to the diverse product range that it

boasts. These range from consumers – particularly middle to upper class, environmentalists,

competitors, shareholders, farmers and the armed forces. Land Rover has an extensive

collection of stakeholders and due to this the website should be able to address all of their

needs and concerns. If a single individual of that group become alienated then the website

cannot be considered a triumph. As well as generic audiences, Land Rover has the ability to

appeal to niches in addition to this. Some of these specific audiences could be farmers

which would be appealed by the original Land Rover – ‘The Defender.’ Over the lifetime of

their organisations illustrious career Land Rover has obtained a brand territory of supremacy

and dominance. A brand territory is something that an organisation can ‘own and defend.’

(Julian Macey Slides, 2012) As a market Land Rover dominates its competitors and so the

website may portray this or give a sense of authority. For this reason they are able to appeal

to the middle to upper class – in particular to the niche topic are mothers. The vehicle has

been bought in contemporary society for the connotations that the brand has. The price

range of the cars then applies specifically to the stakeholders in question.

The report will entail an overview of the website effectiveness considering various topics

from brand communication, website functionality and online promotional strategy. The

website’s effectiveness will be compared to competitors such as Jeep and in relation to

theoretical studies conducted on the topic. From the research and audit achieved a strategy

will be devised incorporating on the information uncovered on how to improve the

website’s effectiveness. The recommendations will intend to enhance the website making it

more accessible and appealing to the various stakeholder groups.


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Overview of website effectiveness

Brand Communication

The images on the Land Rover website are utilised to great effect. A different back-drop is

used for each different type of Land Rover with emphasis on the exotic backgrounds. This is

because the brand image of Land Rover is that they are the best off-road vehicles and yet

remain upmarket and sophisticated. The pictures help to reinforce this image as they are all

non-urban settings with striking backgrounds which they can aspire to. It gives a sense of

this could be them.

Fig 1: Sophisticated use of images

One of Land Rover’s competitors – Jeep – have adopted a similar approach in terms of

layout, but the overall ambience is not as successful. Jeep creates quite a dark, mysterious

mood with their homepage which emphasises the offers and the messages that Jeep want

to convey. This is due to the complete contrast in colours. Nonetheless the page is far less

appealing than Land Rover’s due to the dark colours and mood created. Jeep may have

embraced a similar principle because of aspirational branding. Jeep aspires to have the

effect Land Rover has as an organisation and so imitates the design. (startupbranding.co.uk)


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Fig 2: Jeep’s homepage

Land Rover is able to address all of their customers immediately with the varying models on

display at the bottom of the page. Jeep fails to do this; they just merely display pictures of

three of their vehicle models. Jeep also focuses on the urban background rather than a rural

one suggesting that they cannot compete with Land Rover on an off-road scale. The dark

colours used compliments the urban feel that they have tried to create. This may be due to

the fact that Land Rover has more stakeholders - it is a more cultured brand. Through the

website images alone, Land Rover is able to assert its dominance over the competition with

the picturesque back-drops. It creates a refined style which conveys the maturity that the

organisation has gained over its experience. This is vital for the brand image of Land Rover.

“A self-identity has to be created and more or less continually reordered against the

backdrop of shifting experiences of day-to-day life and the fragmenting tendencies of

modern institutions.” (Elliot and Percy, p52, 2007)

Website Functionality

Land Rover do not fare well with Search Engine Optimization (SEO) rankings which is a

potential issue. Several words were searched with connotations related to Land Rover and

on all them Land Rover did not make the first page of Google. Some of the searches entailed

were ‘4x4’, ‘Off-road 4x4’, ‘cars’ and ‘luxurious cars’ were searched. This could be down to

ostentatiousness from Land Rover. Perhaps they are relying on the brand image. This would

suggest a mentality that publics should not have to search; they should know who the best

is. Although this does not affect existing customers, they already have an interest in Land

Rover, but it would mean new less knowledgeable consumers may be missed as they would

not find Land Rover. A question to ask them would be: ‘Are you absolutely sure that your

advertising has reached enough potential customers?’ (SEOworkers, 2012)This could be due

Figure 2: Jeep’s Homepage


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to the aforementioned ‘Brand territory’ though. As a market Land Rover feels it ‘owns and

defends’ (Julian Macey, 2012 Slides) and have asserted this sense of supremacy in the

website.

A criticism of the website is that the logo contrasts to the rest of the page and dents the

contemporary feel created. It looks cheap in comparison.

.

The page looks modern and polished but the logo conflicts with this. The square box of the

logo in the dark blue does not blend with the rest of the page and does not look appealing.

Research conveys that people view websites in an ‘f’ pattern (Webdesign, 2012). According

to this research, the logo is the first focal point that consumers see. Ultimately, why do

publics need to see the logo, it is surely not needed? Those viewing the page will be there

for a reason and so will not need to be informed of the logo – it just seems trivial placing it

there. The space could be better utilised with a piece of unique information or possible

advertising opportunities. Not only does it conflict from the rest of the page, there is no

need for it to be there in the first place. Websites generically have a button to return to the

homepage but they do so in a fluid manner. This is something that Land Rover needs to

address in order to improve the website visually and in terms of functionality.

However, the logo could be being used to create a tried and trusted feel. The logo has an

old fashioned feel suggesting that they have prevailed since the launch of Land Rover. This

amalgamates with the language use. The language is predominantly in a declarative, formal

tone to match the up-market image. Particular attention is placed upon the strength of

design and the vehicles capability over the sixty years that Land Rover has been reigning

from.

Fig 3: An example of the logo on the page


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“The original 1948 Land Rover was ingeniously designed and engineered for extreme

capability and strength. With extremely robust construction and characteristics such as

short front and rear overhangs, it drove off the production line ready to take on some of the

world’s toughest terrain. Today these qualities are as significant a part of what makes a Land

Rover vehicle unique as they were 60 years ago.” (LandRover.com)

It shows the evolution that Land Rover has been through. The brand is now elegant and has

a sense of power and authority. This links to one of their stakeholders. As shown by the

price range on Land Rovers one of their customers is the wealthy. They buy the car for that

sense of authority and power.

Online Promotional Strategy

Land Rover is a user of the social media networks Facebook and Twitter. Land Rover uses

these sites because it offers a chance for feedback and to communicate with its customers

on a more informal, conversationalist tone. Much like the website Land Rover is consistent

in its usage of images.

Fig 4: Land Rover Twitter page

This consistency is effective as it shows the brand platforms are aligned with one another.

Using Twitter and Facebook is of no use though unless the stakeholders are being targeted

in the correct manner. Land Rover uses their twitter page to publish news stories about

announcements and occasionally answering questions from fans. Twitter has the potential


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to be far more effective than that of just promotional announcements. That tends to be the

strategy adopted with Facebook as interaction is less personal.

Land Rover does use the hash tag feature on Twitter, though, which is a sign to suggest that

they are aware how certain aspects of the platform are used. The trending topic can be used

to create buzz about new releases or ideas relevant to Land Rover’s values.


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Digital communication strategy

Social Media

As aforementioned, Land Rover could make better use of social networking sites such as

Twitter. At present it seems as if Land Rover is scared to explore the possibilities and options

networking sites can present. One issue that could be addressed is the communication and

interaction with stakeholders – in particular potential customers, existing consumers and

journalists. Twitter has the possibility of hosting interviews and responding directly to

stakeholder concerns or queries; this could be the difference between gaining a new

customer. It could be used to entice journalists by posting breaking news information

exclusively to the Twitter and Facebook pages. This will make the customers feel rewarded

for following the page and create free publicity from the journalists examining the page for

the latest information. The vehicle market seems to have a generic view on how to function

on social media. Mercedes and Porsche have implemented the same ideals.

Fig 5: Mercedes-Benz’ Twitter page

They all suffer from limitations and do not make the most of the potential that Twitter can

fulfil. An idea that would make Land Rover unique and assert their supremacy further would

be to become active in their Public Relations by closely monitoring the page. This would lead

to interaction with stakeholders as Land Rover could become active in terms of responding

to queries and becoming an active member of the organisation’s community. Although not a

competitor, The Body Shop is a good example of how to run an effective Twitter page.


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Fig 6: Body Shop’s Twitter page

They have struck the fine line between the balance of interaction and promotional

opportunities. This is done by actively responding to their stakeholders through constant

interaction whilst still offering announcements and examples of the work achieved. The

possible advancement compared to the vehicle industry made by the retail stores could be

because retail is based on customer satisfaction. Land Rover should take a leaf out of their

book and make advancing strides into the networking world.

Website Functionality

Although the logo has its benefits by emphasising the reliability and durability of the brand

image, it does not aid the stakeholders in any form. The function of the logo is to act as the

‘home’ button for easy navigation across the site. However, the logo detracts from the rest

of the page and cripples the refined look created. A ‘home’ button is required of a website

but a different approach should be attempted. Rather than having the box around the logo

perhaps a navigation bar with a variety of features to enhance the accessibility and as a

visual improvement could be employed. The more accessible the page, the more effective it

is to stakeholders. The modern look will still not be compromised and the old fashioned logo

could still be present. Instead of having the box to act as a border to the logo, it should just

be there by itself. The navigation bar could feature the logo to the far left still acting as the

home icon but with a new, clear manageable system.

In addition to this, certain stakeholders like journalists and environmentalists will not be

looking to buy a new vehicle. To browse other sections of the website such as news and


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blogs a user has to scroll to the bottom of the page with multiple options. This option has

been taken to enforce the imagery to create the supremacy feel.

Fig 7: The navigation menu

This causes slight clustering and makes navigation around the website difficult. A navigation

bar with just the main headings would be of good use to stakeholders such as journalists

and stakeholders. The in-depth information conveying what falls under each umbrella shows

precisely what the section involves but is not needed. If the sub-headings were clear then

Land Rover could utilise this space more commendably. This further reinforces the idea that

a navigation bar is necessitated. The more concise navigation menu would be placed at the

top of the page – this would adhere to all of the stakeholder’s needs from the very first

glance.


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Opportunities for evaluation

For the site to be changed and for the new navigation bar to be implemented, the website

will have to be offline to allow editing. Stakeholders will need to be informed of the update

to ensure there is no confusion - this can be done through the social networking pages. This

should take no longer than 72 hours as the design for the new system should be agreed on

before the website goes offline.

The alternative, updated website can be evaluated by the stakeholders themselves. Twitter

is a great way to interact with these and this would allow direct and quick feedback. This

would also portray that Land Rover is going to be more active in their use of social media

and a chance for them to practise monitoring the pages.

The launching of the new site could be used to create awareness and increase traffic to the

website too. A section could be devoted on the new home page which asks for feedback on

the renewed page. This would aid those who do not use social media and address further

stakeholders. After all, the website needs to be effective for all of the designated

stakeholders.


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Conclusion

To conclude, Land Rover has an effective which adheres to the many stakeholders as well as

coupling with the brand image. The imagery and language used help to create the idea of

supremacy and desire for the vehicle. The website clearly lays out the different cars for the

various stakeholders with them ranging from the least expensive to the most.

The website is not without its flaws though. If a stakeholder is not searching the site to buy

a car but to look at news or general information then navigation can be difficult and tedious;

this can be rectified through a new, more concise and easy to use navigation bar though. It

is more outside of the website that Land Rover falls short. Their SEO ranking is poor in

comparison to the nature of the brand and this does not fit with their image. If they are

dominant surely they should want to dominate this field too. This is the case with social

media too. Their competitors do not seem to be maximising its potential and this is where

Land Rover can assert its supremacy.

Land Rover has an effective website that meets all of its stakeholders needs. Where it needs

to be improved is by accessibility in terms of the website and as a brand also.


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Recommendations

These recommendations have been drawn up on the basis of priority.

1. Become more active in the use of social media – particularly Twitter.

2. Introduce the new navigation bar improving website functionality; the site needs to

be accessible to all stakeholders.

3. Remove the logo or the border placed around the logo. It does not synchronise with

the contemporary feel created and does not assert dominance. It looks plain and too

simple.

4. Improve the SEO ranking to increase the chances of getting new customers.


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Bibliography

B. JONES, 2012. Understanding-the-f-layout-in-web-design [online] [viewed 28/11/2012]

Available from: http://webdesign.tutsplus.com/articles/design-theory/understanding-the-f-

layout-in-web-design/

Elliot, R,. L. Percy. 2007. Strategic brand management, United States: Oxford University

Press Inc

FACEBOOK, 2012. Land Rover page [online] [viewed 03/12/2012] Available from:

https://www.facebook.com/landrover?fref=ts

JEEP, 2012. Jeep Homepage [online] [viewed 27/11/2012] Available from:

http://www.jeep.co.uk/

J. MACEY, 2012. Leepeckgroup. Brand [online] [viewed 02/12/2012] Available from:

http://mycourse.solent.ac.uk/course/view.php?id=1095

LAND ROVER, 2012. Land Rover homepage [online] [viewed 17/11/2012] Available from:


SEO WORKERS, 2012. Why SEO is important for your website [online] [viewed 01/12/2012]

Available from: http://www.seoworkers.com/seo-articles-tutorials/search-engine-

optimization.html

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http://webdesign.tutsplus.com/articles/design-theory/understanding-the-f-layout-in-web-design/

http://webdesign.tutsplus.com/articles/design-theory/understanding-the-f-layout-in-web-design/

http://www.jeep.co.uk/

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http://www.startupbranding.co.uk/aspirational_branding.php

https://twitter.com/TheBodyShopUK

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Land Rover website audit