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Integrating a vehicle hire system to deliver a seamless UX

We were tasked to increase bookings and re-engineer an existing online booking system to challenge national competitors.

Dorset Vehicle Rentals is a family-run, independent rental company committed to great customer service. Established in 1995 and with a network of over 1,200 vehicles, Dorset Vehicle Rentals needed a digital overhaul that made choosing and booking cars, vans, trucks and minibuses easier than ever for their customers.


Working closely with the Dorset Vehicle Rentals team we planned, conceptualised, designed and built a new web platform, incorporating a 3rd party vehicle booking system. We also made it quicker and easier for customers to receive instant quotes, manage bookings, and pay securely and seamlessly.

“I would definitely recommend morphsites, their attention to detail is great, and nothing was too much trouble. We will continue to work with morphsites in the future. Thanks to all involved with the build!”

Wendy Trotman - Marketing Manager


Average session time

A whopping 81.6% increase in the average time users spend on site, compared to the previous website.


Conversion rate

The new website dramatically increased the booking enquiry conversion rate

500% ROI

Highly profitable

Return On Investment in the last 6 months from Paid Search

Dorset Vehicle Rentals billboard

Web design

Such a big step forward for the business meant that a radical approach to the design, brand assets and technical build was required. With a clear focus on what makes Dorset Vehicle Rentals unique, the site was created with usability and customer care at its core, with a streamlined and user-friendly booking experience to challenge the very best.

Dorset Vehicle Rentals homepage banner


Replacing a website that was over 10 years old offered morphsites the opportunity to reinvigorate and modernise the Dorset Vehicle Rentals brand.

Wanting to showcase Dorset Vehicle Rentals' rental van value, we designed and built a customised online calculator. This allows the user to accurately estimate the size of van or lorry they would require to help them move, dependant on property size.

Dorset Vehicle Rentals hire details page

Bespoke development

Prohire integration

morphsites worked closely with Dorset Vehicle Rentals' provider of their booking and enquiry system, Prohire, to ensure that all of the data captured when making the booking was passed to Google Analytics. This allowed the new website to understand where bookings originated. Prohire now passes conversion data through to Google Analytics so revenue and conversion rates can now be accurately tracked.


Dorset Vehicle Rentals required a robust payment gateway in order to take customer payments safely and securely. They chose morphpay as a product that met or exceeded all their gateway specifications.

Dorset Vehicle Rentals mobile home page

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