Get Ben Marketing
Learner Legal
Learner Legal Motorcycles is a specialist online retailer focused on learner-legal two-wheelers — primarily 50cc and 125cc motorcycles and scooters. The site showcases a wide selection of new models across body styles (sport, naked, adventure, cruiser and scooters) from multiple manufacturers, plus accessories and practical add-ons for everyday riding. Buyers can explore finance and nationwide delivery options, read about servicing and warranty support, and browse curated accessory picks to keep machines running and secure. The tone is straightforward and product-focused: clear model listings, OTR pricing and quick-view shopping that works for first-time riders, commuters and urban riders looking for reliable, economical transport. Whether someone is comparing learner-legal models, checking specs or arranging funding and delivery, Learner Legal aims to make the purchase process simple and confidence-inspiring for newer riders.
Gap In The Market
Small-capacity motorcycles are high-volume, low-margin products bought predominantly by a young, price-sensitive audience who place less emphasis on after-sales care. As a result, an upmarket showroom is often unnecessary — younger riders are comfortable buying online, so there was a clear market opportunity for a primarily digital retail model.
To address this, we launched the Learner Legal Platform—a dedicated online sales hub designed for tech-savvy, first-time riders. The platform aggregated stock from dealerships across the UK, allowing customers to browse, buy, and arrange delivery from a single point of access. Acting as a broker, we sold bikes from partner dealer stock, added a small margin, and handed over the fulfilment to the supplying dealer—who would then ‘inherit’ the customer relationship.
Our long-term goal was to become the go-to platform for small-capacity motorcycle sales in the UK, paving the way for a future subscription model for preferred dealers—offering a more targeted, cost-effective alternative to platforms like AutoTrader and eBay.
All About Visibility
When competing with established platforms like AutoTrader and eBay, visibility is everything. We knew our website had to feel professional, trustworthy, and easy to navigate—especially on mobile, where most traffic originated.
Mobile optimisation came first, followed by intensive SEO and keyword strategy. We spent hours analysing competitor sites (including our own past iterations) to streamline the customer journey and reduce reliance on costly paid ads. Backed by a strong social presence, the site steadily climbed to page one of Google search in just three months often appearing above the OEM Manufacturers own websites.
E-Commerce
The site needed to be low maintenance but high yield, so after testing several e-commerce options, we chose Shopify. The platform allowed customers to select their preferred make, model, and delivery method, with seamless online transactions powered by Zettle and PayPal.
We implemented automated customer emails to manage communication throughout the sales, prep, and delivery process—ensuring buyers stayed informed from start to finish.
Our communication channels were entirely digital. Many enquiries came via WhatsApp, which featured pre-programmed auto-responses to cover common FAQs. We also introduced AI-powered replies via the website’s live chat, giving users the impression of real-time support and elevating the overall customer experience.
