Case study · Ecommerce · SEO · UX · Photography · Video
200% ecommerce growth - Andy McCoy Race Cars
Andy McCoy Race Cars builds some of the finest Pro-Modified drag racing cars in the world, with customers from New Jersey to Australia. Their WooCommerce site worked, but it wasn't optimized, didn't reflect the brand, and wasn't being found. Over three years, I helped turn that around.
Client
industry
Results
200%
Ecommerce growth over one year
Page 1
Google search rankings for optimized product terms
300+ SKUs
Parts catalog organized and optimized for search and sale
Passive income
Online TIG welding course generating ongoing revenue
Client overview
Andy McCoy Race Cars builds Pro-Modified drag racing cars and sells parts and composites to racers worldwide. Their customer base spans from New Jersey to Australia.
The ecommerce business has two distinct sides: drag racing parts (roughly 300 SKUs) and composites (custom carbon fiber and fiberglass bodies and parts).
The site ran on WordPress/WooCommerce, built by a professional agency. It functioned. It processed orders. But it wasn't doing the job the business needed.
The problem
Andy had spent thousands on a professional ecommerce site. It worked fine on the backend. The problem was on the customer-facing side.
Nobody was seeing it. Sales were naturally low. That was the frustration.
The site wasn't optimized for search. It didn't reflect Andy's style or the style of his customers. The homepage didn't clearly separate the two sides of the business (parts and composites). Page speed, SEO, and UX all had room to improve.
Customers had questions about technical products but no easy way to get answers before buying. That hesitation showed up in the sales numbers.
How we started
I worked full-time with Andy McCoy Race Cars for three years, focused on growing the online side of the business. The work started with understanding how customers shop for drag racing parts: they need confidence they're ordering the right component for their build, and they need to trust who they're buying from.
The site needed to look modern, load fast, and meet customers where they already search: Google and YouTube.
What I did
Homepage redesign & UX
Redesigned the homepage with a modern look and faster page speed. Separated the two business components clearly: drag racing parts and composites. Optimized the layout for SEO and for customers shopping for specific product categories.
On-page SEO & product optimization
Optimized product listings so they ranked for the searches customers actually use. One example: Dzus fasteners. I optimized the product page, filmed Andy demonstrating how to use them in a drag racing context, posted the video on YouTube, and hosted it on the product page.
That pattern answered customer questions before they had to ask. Search result: Google rankings moved from page 5 to the top 3 for target product terms.
Photography & video
Product photography and light video production for the site and marketing. Tips and tricks videos for YouTube. Tutorial videos tied directly to products on the site.
Online TIG welding course
Filmed Andy's TIG welding teachings and built a gated online welding course customers could purchase on the site. Once complete, it became a source of passive income for the business.
Email marketing
Email campaigns supporting product launches, promotions, and customer retention.
Site builds & ongoing optimization
New site builds, redesign work, and continuous optimization across the WooCommerce store as the catalog and business grew.
Before & After
before
Professional site that functioned but didn't perform
after
Modern homepage, faster speed, clear parts vs. composites structure
before
Low visibility in Google search
after
Top 3 rankings for optimized product terms (from page 5)
before
Customer questions blocking purchases
after
Product videos on YouTube and product pages answering questions before checkout
before
Thousands spent, low sales
after
200% ecommerce growth in one year
before
No digital education products
after
Gated TIG welding course generating passive income
Have an ecommerce site that isn't performing?
If you have a WooCommerce or Shopify store that technically works but isn't selling, the problem is rarely the platform. It's optimization: how the homepage presents your business, how product pages answer customer questions, and whether search engines can find you.
Andy McCoy Race Cars sells highly technical products to a global audience from Washington, Missouri. The fix wasn't a new platform. It was redesign, on-page SEO, product video, and UX work that matched how their customers actually buy.
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