- 5DAY

A New Website, Booking System, and Approach to Creative Ads

The Challenge

5Day, the UK’s original intensive driving school, needed a new website and booking system in quick order to ensure business continuity. With a more stable technical baseline they then wanted to take their marketing in a new direction using more creative advertising to attract more customers against a backdrop of global cost pressures and changes to driving test rules.

The Objectives

Enlist, partner and rebuild the 5Day website from the ground up, bringing the brand and experience up to modern standards.

Onboard and manage a partner to rebuild the PHP Booking system to hit a hard operational deadline linked to payment partners.

Evolve all other aspects of marketing with a keen focus on capturing new dynamic content to explain the benefits of 5Day in an approachable way to both younger and older learner drivers.

What We Did

A new website and payment gateway

Yawn worked with a WordPress specialist to redefine the existing experience based on a UX Audit, wireframes, and refreshed content we had proposed to 5Day as part of an overhaul of the legacy WordPress experience.

On the old platform, editorial flexibility was absent due to the lack of an advanced WordPress editor, leaving the brand rooted in the past. FAQs and blogs were also buried, making informational content hard to find.

Clarity of the core course messaging was also an issue;, in certain places, on-site and off-site content governance was missing. This meant 5Day had people going on the course expecting a guaranteed pass after 5 days of driving, rather than a vastly accelerated learning experience with superior customer support. The result was a lack of customer comprehension and costly complaints.

To remedy, this we defined, designed, and developed a new experience, project managing the overhaul from conception through to successful deployment.

In the background, we also found a PHP whizz sourcing, briefing, onboarding, and managing the partner to help 5Day hit a tight operational deadline around their payment gateway. Owning this process ensured continuity of operations, while establishing a baseline from which the booking system can now evolve. This fed into a wider roadmap of documented user experience improvements to improve conversion and re-engage lapsed customers on booking journeys.

Content is King

Beyond updating Google My Business profiles, creating additional informational content, and defining a format for responding to Google Reviews, we also took a fresh approach to advertising.

We planned, captured, scripted, and shot a range of new content focussed on expanding paid media beyond Google Ads to warm up, inform, and re-engage learner drivers who may come to the site via Google Ads or directly.

We carefully planned the content by balancing emotional and informational needs while keeping things light and fun along the way. This took us to 5Day HQ to capture a range of UGC style content, before editing the videos and creating compelling advertorial copy tailored to both Meta and TikTok advertising platforms. The result was a TikTok launch that drove conversion for the first time and a reactivated Meta presence no longer reliant on carousel ads that didn’t convert.

To aid this shift and enhance conversion, we split tested messaging variants on Google Ads and aligned availability data for high-converting centres more accurately, delivering improved Google Ads conversion year on year. We also refined Google Analytics reporting by breaking the booking form journey into clearer steps, allowing us to triangulate and prioritise the form fixes that mattered most with help from user testing and HotJar.