Silkolene: Race-winning results with brand-new website from Extramile Digital
As the motorcycle division of global lubricant supplier, FUCHS, Silkolene, much like that of its parent company, is a name synonymous with superior quality. And for motorcycle enthusiasts and professional racing teams alike, the brand needs little introduction.
Their extensive range of performance engine oils, greases and performance fluids is trusted by thousands of motorcycle, motorbike and scooter riders around the world, as well as being the product of choice for elite race teams including Kawasaki Racing Team Green, GB Speedway, and Monster Energy Triumph Racing.
166%
Increase in total users
228%
Increase in contact form submissions
403%
Increase in organic search impressions
The challenge
Silkolene’s previous website required developer input for even minor content updates, a common barrier many B2B businesses face.
To resolve this and elevate the brand’s online presence, a new, easy-to-manage WordPress site was necessary. The new website would need to include an API-driven oil selector for motorcycles, multilingual page functionality, and custom website designs to improve B2B and B2C user journeys.
Acceptance from internal stakeholders and the wider motorcycle community would be a key measure of success, making transparent user engagement data tracking vital to demonstrate ROI.
Key objectives:
✔ Reflecting the cutting-edge, performance-led nature of the Silkolene brand
✔ Increasing customer orders through an improved user experience
✔ Simplifying information access for B2B clients and stockists
✔ Enhancing brand visibility in priority markets including Northern Europe, Australasia, and Southern Asia
Challenge accepted.
The process: From grid to podium
The Silkolene website project drew on a range of Extramile Digital’s core services, including web design, web development, and SEO website migration.
As with all of our WordPress website projects, the process began with a deep dive into the brand’s pain points, goals, and expectations for the new site. A clear outline of target audiences and user profiles was then developed to ensure the design and functionality would meet the needs of both B2B and B2C users.
Strategise
We define goals and plan your digital path.
Ideate
We brainstorm creative solutions and features.
Deploy
We build and launch your website with precision.
Measure
We track performance and refine continuously.
The Results
Web Design & Development:
Bespoke web designs were created to reflect Silkolene’s sleek, high-performance brand identity. These designs supported enhanced user journeys, with clear navigation, improved placement of calls to action, and intuitive pathways to guide users to relevant content and products.<
Custom blocks and drag-and-drop functionality were developed to give Silkolene’s internal teams greater control and flexibility when managing the site. The design included product templates, dedicated pages for racing partners, and reusable content blocks to support ongoing content creation.
SEO Website Migration:
SEO website migration team worked closely with Silkolene to ensure a smooth transition between the previous and new website. This included:
✔ Creating a sitemap to support user discovery and search visibility
✔ Conducting keyword and competitor research
✔ Producing and migrating metadata to retain and improve search rankings
✔ Auditing and setting up Google Analytics, Search Console, and Tag Manager
✔ Reviewing key events and goals to ensure accurate tracking
✔ Implementing 301 redirects to maintain SEO equity and positive user experience during launch
✔ Pre-live and post-live reviews to ensure the site performs as intended
✔ Core web vital data collection and reporting
✔ Google Analytics and Google Search Console pre-live and post-live data benchmarking
Functionality:
One of the standout features of the new website is the custom product selector. Using motorcycle and product API data, the tool enables users to find compatible products based on their bike’s make and model or registration plate.
The website also includes security plugins for enhanced protection and uses Rank Math SEO to make ongoing SEO management simple and accessible for Silkolene’s marketing team.
In a nutshell:
Extramile Digital delivered a full website build and migration for Silkolene, from initial objectives and success criteria through to bespoke design, development, and SEO migration. The result: a high-performing, easy-to-manage website aligned with the brand’s global presence and customer expectations.
166.34%
Increase in total users: 2760 to 7351 (Google Analytics)
191.92%
Increase in new users: 2303 to 6723 (Google Analytics)
42.42%
Increase in engagement time per active user: 00:01:06 to 00:01:34 (Google Analytics)
228.57%
Increase in contact form submissions: 7 to 23 (Google Analytics)
403.25%
Increase in organic search impressions: 15400 to 77500 (Google Search Console)
209.52%
Increase in total organic search clicks: 1050 to 3250 (Google Search Console)
What Silkolene had to say
It’s a huge step forward in delivering an engaging user experience for our customers
“Over the past year, I’ve had the incredible opportunity to be the project lead on the creation of the brand new FUCHS Silkolene website, developed alongside the talented team at Extramile Digital.
The new website not only looks fantastic, but it’s a huge step forward in delivering an engaging user experience for our customers, strengthening our global brand presence and supporting our marketing strategies.
While there’s always more to develop and refine, seeing it go live is an amazing milestone.”
Get results like this
Our team are creative, talented and brimming with passion. We’re able to achieve results like this because we take the time to get to know your goals, problems and customers, allowing us to take a strategic approach to helping your business.
Speak with our B2B experts to find out how you can energise your business with our wide range of digital solutions.