Silkolene: Race-winning results with a brand-new website
Silkolene is the motorcycle division of global lubricant supplier FUCHS, and the brand of choice for elite race teams, including Kawasaki Racing Team Green, GB Speedway, and Monster Energy Triumph Racing.
The company’s extensive range of high-performance engine oils and maintenance products is trusted by riders and professional racing teams worldwide.
166%
Increase in total users
228%
Increase in contact form submissions
403%
Increase in organic search impressions
The challenge
Silkolene’s existing website had become difficult to maintain, with even routine content updates requiring developer support. This slowed marketing activity and limited the team’s ability to keep information accurate and up to date.
There was also potential to increase sales by improving the user experience for two distinct audiences. Retail customers needed a faster way to identify the correct lubricants for their motorcycles, while distributors, workshops, and trade customers needed easier access to technical information, product specifications, and supporting resources.
The new website needed to protect the brand’s established search visibility while supporting continued growth across priority markets, including Northern Europe, Australasia, and Southern Asia.
Operational solution: From grid to podium
A new WordPress website was developed to give the Silkolene team greater control over website content without relying on ongoing developer support.
The platform was redesigned around the needs of both consumer and trade users, with clearer navigation, simplified user journeys, and a flexible content management system that enables the internal team to update pages quickly and efficiently.
Key improvements included:
- Flexible page templates and reusable content blocks for simpler content management.
- A motorcycle oil selector powered by motorcycle and product API data, enabling users to find compatible products by bike make and model or registration plate.
- Multilingual functionality to support engagement with international audiences.
- Improved navigation and clearer calls to action to help users find products and information more efficiently.
- A managed SEO migration, including URL redirects, metadata migration, and analytics configuration, to maintain search performance throughout the transition.
The result was a scalable website that supports ongoing marketing activity while making it easier for customers to find products, technical information, and stockists.
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.
Quantifiable ROI
The new website delivered measurable improvements in visibility, engagement, and lead generation.
The results demonstrate stronger organic visibility, increased customer engagement, and a significant uplift in enquiries, providing Silkolene with a digital platform that is easier to manage internally while delivering measurable commercial impact.
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.