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Creating a faster, smarter platform for a growing auto recycler

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Background

iPull-uPull is one of North America’s leading auto salvage yards and recyclers, offering a constantly refreshed inventory of OEM parts and accessories across multiple locations. The business is built around scale and speed – two things their legacy digital infrastructure couldn’t deliver. Their WordPress website was slow, bloated with plugins, and limited in functionality. They partnered with Bronco to modernise their website, enhance performance, and implement search strategies that would drive qualified leads and footfall to their physical salvage yards.

Objective

The project spanned two major phases. Phase one focused on rebuilding the website for speed and stability, reducing reliance on third-party plugins and excessive scripts, and delivering a seamless mobile and desktop experience. It also aimed to improve ADA accessibility, streamline the vehicle inventory interface, and upgrade visual and interactive content to better represent their brand.

Phase two introduced a more advanced challenge: building a custom web application and admin system to generate vehicle value quotes based on make, condition, and weight. The tool needed to be editable, trackable, and scalable, with data logging to support both user experience and internal auditing. Alongside these development projects, Bronco was also tasked with delivering SEO and PPC strategies to improve search visibility, conversions, and regional discoverability.

Solution

To meet iPull-uPull’s need for speed, scalability, and smarter digital tools, Bronco delivered a three-pronged solution: a rebuilt website focused on performance and accessibility, a custom quote engine tailored to their operations, and a data-driven digital strategy to boost visibility and conversion. Each element was designed to reduce friction, drive engagement, and support the business’s rapid growth.

Rebuilding for speed and simplicity

Bronco stripped the site down to its essentials, replacing the outdated theme and excess plugins with a lean, custom-coded WordPress framework. Custom blocks were created to manage content flexibly, while Advanced Custom Fields enabled structured content without relying on generic plugins. JavaScript and CSS files were significantly reduced, while image compression and SVG assets delivered better visuals with lighter load. ADA compliance was a core focus, ensuring the site was accessible across all user scenarios. Most importantly, the inventory and interchange search functions were rebuilt from the ground up – offering a much faster and more user-friendly interface.

Building a smarter quote engine

To support their growing scrap and vehicle buying operation, Bronco built a bespoke quote engine and admin management system. Using a database of historical vehicle pricing and curb weights, the multi-stage web form collects user input on condition and age. These inputs are processed through a custom algorithm, returning an instant valuation to the user while logging the result in the backend. Admin users can update values, weights, and deduction rules via a user-friendly dashboard. System logs track edits and changes for full transparency and support. The result is a scalable tool that streamlines the valuation process and reduces manual workload.

Data-led SEO and PPC strategy

With such a broad and changing inventory, search visibility hinged on targeting makes, models, and generic auto salvage terms that potential customers search for. PPC data was instrumental in identifying high-performing keywords and shaping the SEO roadmap. We implemented a structured content plan focusing on service areas, high-volume vehicle types, and user intent. Trust signals – including verified reviews and OEM logos – were added to landing pages to boost engagement and credibility. Local SEO work supported regional discoverability across iPull-uPull’s multiple locations, ensuring the brand performed well in both national and hyper-local search results.To meet iPull-uPull’s need for speed, scalability, and smarter digital tools, Bronco delivered a three-pronged solution: a rebuilt website focused on performance and accessibility, a custom quote engine tailored to their operations, and a data-driven digital strategy to boost visibility and conversion. Each element was designed to reduce friction, drive engagement, and support the business’s rapid growth.

Outcome

iPull-uPull’s transformation has been felt across both technical performance and user engagement. Year-on-year, the site saw a 4x increase in search impressions and a 30% rise in non-branded organic traffic. Page engagement improved by 25%, a direct result of faster load times, better content structure, and simplified user journeys.

The new quote engine has become an integral tool for users and the internal team alike – automating what was previously a manual and inconsistent process. With cleaner data, smarter interfaces, and a search-first strategy, iPull-uPull is now better equipped to serve both users looking for parts and customers ready to sell their vehicles.

By combining intelligent development with targeted digital strategy, Bronco delivered a platform that simplifies the complex and scales with the business – keeping iPull-uPull competitive in a high-volume, fast-moving industry.