Star Car Rental, a local car rental company in Cape Town, came to us in September 2015 for a new website after their existing website was built in 1998. The original website had not been altered or updated since the original launch, so one can imagine the ineffectiveness of the old site by 2015!
Star Car Rental was founded in 1997 and had one of first car rental websites, designed around 1998, in South Africa which was directly responsible for the large growth the company experienced during the early days of the internet in South Africa. Because of the website the company grew from 1 car to a fleet of over 100 cars in little under 2 years.
Of course the early success would be tempered once the big boys of car rentals (Avis, Budget, Tempest etc) realised the importance of having a web presence. Coupled with the addition of the big boys, competition for car rental in South Africa increased dramatically, however because of the domain name Star Car Rental used – www.capetowncarhire.co.za – the company largely remained on the front page of Google for some time.
However as the web changed from the static HTML sites to more dynamic and responsive designs to fit in with the changing nature of web browsing, the Star website began to fall quickly behind. Their lack of user experience, and modern branding, ensured many visitors would have left the site at the first sight of it.
Without doubt the owners were aware of the changes online, but the extremely expensive packages most notable web design agencies charge, prevented Star, as with many other small businesses, from updating their site.