# Lloyd Street Tyre & Auto Case study by [Eoin Villarin](https://amvprosox.com/about). WordPress ยท Automotive, 2025, Role: Developer & Site Manager. Canonical: https://amvprosox.com/case-studies/lloyd-street-tyre-auto Lloyd Street Tyre & Auto, established in 1940 as the Moe Tyre Service, is a premier mechanical centre serving the Latrobe Valley from Warragul to Traralgon. Their WordPress and Breakdance site carries 80+ years of local history. ## Key results - **99.9%** Uptime record - **0** Security incidents - **24/7** Site monitoring - **100%** Pages loading clean ## The challenge Lloyd Street Tyre and Auto has been part of Moe since 1940, when it was established as the Moe Tyre Service. It is now a premier mechanical and tyre centre serving the whole Latrobe Valley, from Warragul through to Traralgon, and operates as the local Tyrepower. The Lloyd Street Tyre WordPress website had to protect more than 80 years of goodwill. The challenge was balancing heritage with modern search. Long-time customers already know the name, but new residents and younger drivers find mechanics through Google, and they search for specific jobs like wheel alignments, roadworthy certificates and 4WD servicing. The site had to honour the history, rank for Moe mechanic and tyre searches and serve a wide regional catchment across several towns rather than a single suburb. ## The solution I built the site on WordPress with Breakdance with the heritage story front and centre. The homepage welcome section explains the business's origins as the Moe Tyre Service in 1940 and introduces owner Brendan Chessum, who took over in 2003 and leads an expert workshop team known for no-bull customer service and repairs done right the first time. Services are structured for regional search intent, with separate pages for logbook and new car servicing, steering and suspension, roadworthy certificates, mechanical repairs, auto electrical, wheel alignments, windscreen repairs, car service and tyres, and separate Auto Services and Tyre Services entry points on the homepage. An Articles and Tips blog supports longer-tail searches, and the address, hours and phone number sit at the top of every page. As developer and site manager, I maintain it with respect for the name on the door: dependable, honest and always open. ## Lloyd Street Tyre and Auto: Moe's tyre and mechanical centre since 1940 Few workshops can claim a history that stretches back to 1940. Lloyd Street Tyre and Auto began as the Moe Tyre Service and has served the Latrobe Valley with automotive repairs and tyres ever since. Brendan Chessum took over the business in 2003, and today the Lloyd Street workshop handles everything from 4WD, SUV and car servicing to wheel alignments and windscreen repairs. That history is a genuine asset, so the site puts it where visitors see it. The homepage welcome section tells the origin story in a short paragraph, and the About page reinforces the values that have kept customers coming back: a high standard of no-bull customer service and quality work. Google reviews show the same thing in customers' own words, from after-hours tyre repairs to complex aftermarket suspension work. ## Separate auto and tyre paths across nine service pages The business is both a mechanical workshop and a tyre centre, so the homepage offers two clear entry points, Auto Services and Tyre Services, before listing everything in detail. Each service then has its own page: - Logbook and New Car Servicing - Car Service - Mechanical Repairs - Auto Electrical - Steering and Suspension - Wheel Alignments - Roadworthy Certificates - Windscreen Repairs - Tyres Separate pages let each service speak to its own audience. Someone with a new car wants reassurance about warranty-safe logbook servicing. Someone selling a car needs a roadworthy certificate quickly. Someone with uneven tyre wear needs a wheel alignment. Grouping these on one page would blur all three messages and give search engines far less to work with. ## Regional SEO across the Latrobe Valley, from Warragul to Traralgon A regional workshop draws customers from a wide area, so the site is optimised for the whole catchment, not just one town. The page title leads with Mechanic Moe and Tyres, and the meta description and homepage introduction mention a reputation that spans the Latrobe Valley from Warragul through to Traralgon. That wording matches how people in the region search and how they describe where they live. The Articles and Tips blog adds depth over time, giving the site content that answers common car and tyre questions and builds topical authority. A clean heading structure, internal links between the services hub and individual pages, and a lightweight, responsive build support all of it. These are the same principles I outline in my [local SEO playbook for mechanics and tradies](https://amvprosox.com/blog/local-seo-mechanics-tradies-australia). ## Contact details and opening hours at the top of every page Regional customers often call before they visit, and some are dealing with a flat tyre or a breakdown on the highway. The top bar on every page shows the Lloyd Street address, trading hours and phone number, so the essential information is never more than a glance away. The main navigation ends with an Enquire Now link to the contact page. The homepage keeps calls to action simple, with a Contact Us button after the welcome section and service links that each lead to a page with its own enquiry prompt. The site also references the workshop's role as the local Tyrepower, which helps drivers who know the Tyrepower name recognise that they have found the right place. It is a small detail, but it connects two audiences that might otherwise search separately. ## Maintaining the Lloyd Street Tyre WordPress website As developer and site manager, I maintain the site with the same dependability the workshop has offered for generations. That includes WordPress, Breakdance and plugin updates, security hardening, backups and 24/7 monitoring, which together deliver a 99.9% uptime record, zero security incidents and every page loading clean. When new articles are published, I make sure they fit the site structure and support the core service pages. For another established regional workshop, see the [Colin King's Australind Automotive Centre](https://amvprosox.com/case-studies/colin-kings-australind-automotive-centre) case study from Western Australia. If your business has a long history and you want a website that honours it while winning modern searches, [get in touch](https://amvprosox.com/#contact-form). ## Tech stack WordPress, Breakdance, PHP, CSS Live website: https://lsta.com.au