Despite impressive ABC figures, the 2005 Top Gear website design didn't reflect the Top Gear magazine or TV show, its entertainment content was difficult to find and because the design had been added to over the years, the site was a bit confusing in places.
 
Poke's redesigned TopGear site had to deliver not only satisfied viewers, but lots more of them, keeping the bean-counters happy too. This was based on increasing the number of page impressions to the site and an increased number of  searches - against which mega-high-value advertising can be sold.

The redesign was crucial to achieving these commercial goals.

Improved ease of use, improved navigation and labelling of content, and pulling key content to the home page, ensured the brief was nailed. More recently, new video pages and blogs have been added to refresh the site.
 
Monthly revenues have more than doubled and the site regularly delivers over 1 million unique visitors a month. The re-launch of topgear.com has been an outstanding commercial success.

Visit: www.topgear.com