Steer.co.uk

Company Overview: Steer Automotive Group is the UK's leading automotive repair business, with 119 locations and over 2,400 expert colleagues, repairing over 100,000 vehicles a year. Known for high-quality repair services and a commitment to innovation, Steer aimed to enhance its online presence to better reach customers and streamline marketing processes.

SITUATION

Steer Automotive Group required a more scalable and integrated digital framework to improve lead generation, manage demand across locations, and support continued national growth. While core systems were in place, marketing execution and data flows relied too heavily on manual processes, limiting speed, visibility, and optimisation.

The objective was not simply to refresh marketing assets, but to build an automation-led operating model that could support higher volumes without increasing overhead.

CHALLENGES 

Steer faced several structural challenges:

• Fragmented workflows between the website, marketing channels, and CRM

• Manual lead handling and inconsistent follow-up across locations

• Limited automation across marketing and reporting processes

• Underutilised integration potential between core systems

• Difficulty scaling marketing activity without increasing operational complexity
  

SOLUTION 

OpScaling designed and implemented an automation-first growth framework, using Zapier as the integration backbone to connect systems, standardise workflows, and reduce manual intervention.

Key elements of the solution included:

Automation & Integration Layer

Zapier was deployed as the central orchestration layer, connecting the website, marketing platforms, CRM, and internal systems. This enabled automated lead capture, routing, enrichment, and lifecycle updates across all locations.

CRM as the System of Record

The CRM was positioned as a unified data layer rather than a standalone marketing tool, ensuring all lead, enquiry, and customer data flowed consistently across systems and channels.

AI-Assisted Workflow Logic

Where appropriate, AI-driven logic was introduced to support lead prioritisation, data handling, and workflow decisioning—improving responsiveness without removing human oversight.

SEO & Content Modernisation

Alongside automation, the website was optimised for search visibility and conversion. Content was refreshed to reflect Steer’s scale, expertise, and geographic coverage, ensuring inbound demand aligned with operational capacity.

Multi-Channel Demand Generation

Automated integrations supported activity across search, social, and email, ensuring leads entered a consistent lifecycle regardless of entry point, with minimal manual processing.

IMPACT 

The automation-led approach delivered measurable operational and commercial benefits:

• Increased Lead Volume
  Improved search visibility, conversion-focused content, and automated lead handling drove higher inbound enquiry volumes.

• Reduced Manual Overhead
  Zapier-led workflows removed repetitive administrative tasks across lead management, reporting, and internal notifications.

• Improved Scalability
  Marketing activity scaled nationally without a corresponding increase in operational complexity or headcount.

• Stronger Data Consistency
  Centralised lifecycle data improved reporting accuracy and decision-making across teams.

• Future-Proofed Architecture
  The integration-led design allows Steer to add channels, locations, and tools without re-engineering core workflows.