| PORTFOLIO CASE STUDY
Built by Felix Custom Builds & Performance Tuning — Website Development builtbyfelix.com | Garner, NC, USA | Automotive Performance Shop |
| Client: Built by Felix — Custom Builds & Performance Tuning Shop
Live URL: https://builtbyfelix.com Industry: Automotive Performance & Motorsports Location: 109 Sigma Dr, Garner, NC 27529, USA Platform / CMS: WordPress (self-hosted) Page Builder: Elementor Slider Plugin: Slider Revolution 6.7.34 E-commerce: WooCommerce (BBF Store, Cart, My Account) Appointment Booking: Setmore (external scheduling integration) Financing: Affirm (buy-now-pay-later integration) |
01. Project Background
Built by Felix is an automotive performance shop based in Garner, North Carolina. Founded with a passion for high-performance cars and track-ready builds, the shop offers a full range of services — from routine maintenance and engine building to fully custom track builds. The website serves as the digital storefront for the brand, enabling visitors to explore services, request quotes, shop for parts, and book appointments online.
| 📸 Homepage Hero — builtbyfelix.com
Full-page screenshot of the homepage showcasing the hero slider, navigation, and services section |
02. Technology Stack & Platform
A thorough inspection of the site’s HTML, meta tags, asset paths, and third-party integrations reveals a robust, modern WordPress-based stack:
| Layer | Technology / Detail |
|---|---|
| CMS | WordPress (open-source PHP-based CMS, self-hosted) |
| Page Builder | Elementor — drag-and-drop visual builder for custom layouts |
| Hero Slider | Slider Revolution 6.7.34 — full-screen animated image carousels |
| E-commerce | WooCommerce — powers the BBF Store, cart, and My Account pages |
| Appointment Booking | Setmore integration (external SaaS) — online team scheduling |
| Financing | Affirm — buy-now-pay-later embedded payment option |
| Quote Form | Custom multi-field form (Vehicle Year, Make, Model, Submodel) |
| Hosting / CDN | External hosting (Cloudflare CDN signals detected) |
| Language | PHP (server-side), HTML5, CSS3, JavaScript |
| SEO Meta | Open Graph, Twitter Card, robots meta — social-ready |
The site is powered by WordPress — the world’s most widely-used CMS, running approximately 43% of all websites globally. The combination of Elementor (page builder), Slider Revolution (visual sliders), and WooCommerce (e-commerce) is a proven, scalable stack for service-based businesses requiring both content flexibility and transactional capabilities.
03. Site Structure & Page Architecture
The website features a well-organized navigation structure that covers the entire customer journey — from discovery to booking:
Primary Pages
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Functional Pages
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04. Strengths & Highlights
The Built by Felix website demonstrates several strong design and development decisions that contribute to a professional online presence:
| Clear Brand Identity & Positioning
The site immediately communicates its niche — high-performance automotive tuning. The tagline ‘Built for Performance. Custom upgrades that move you forward.’ and hero slider imagery align the brand with precision, speed, and expertise. The dark-toned aesthetic reinforces the performance car culture. |
| 📸 Homepage Hero Slider — Performance Branding
Screenshot of the animated hero section with car photography and performance-focused taglines |
| Comprehensive Service Architecture
Six distinct service sub-pages (Engine Building, Custom Builds, Track Suspension, Track Support, Routine Maintenance, The CarBahn Difference) give each service its own page for SEO indexing and in-depth information, making it easy for customers to find exactly what they need. |
| Integrated Online Booking via Setmore
The ‘Schedule Appointment’ button is prominently featured in the main navigation — not buried in the contact page. This reduces friction and accelerates the path to conversion for potential customers. The Setmore integration provides a full team-based scheduling system without custom backend development. |
| Affirm Financing Removes Price Barriers
Offering Affirm buy-now-pay-later directly on the site is a smart conversion strategy for a high-ticket service business. Performance upgrades can cost thousands of dollars; providing a financing path directly addresses the #1 objection for cost-sensitive customers. |
| Before & After Visual Showcase
The homepage features an interactive before/after image slider showing real transformation work. This is a powerful trust-builder — prospective customers can see tangible results from the shop’s craftsmanship, which is far more persuasive than text descriptions alone. |
| 📸 Before & After Section — Performance Work Showcase
Screenshot of the interactive before/after image comparison slider on the homepage |
| Request a Quote Form with Vehicle Selector
The inline quote form includes structured dropdowns for Vehicle Year (1990–2026), Vehicle Make (20+ manufacturers including BMW, Mercedes, Toyota, Ford, etc.), Model, and Submodel — meaning every lead submission is pre-qualified with vehicle data. This saves the shop significant back-and-forth time. |
| WooCommerce Parts Store (BBF Store)
The built-in e-commerce store (BBF Store) creates an additional revenue stream beyond service labor. Car enthusiasts often buy parts independently; having a shop-branded store builds loyalty and keeps customers within the ecosystem. |
| SEO-Ready Meta Architecture
The site is configured with Open Graph tags, Twitter Card meta, canonical URLs, and robots directives — ensuring proper indexing by search engines and rich link previews when shared on social media. This is a baseline SEO requirement that many smaller shop websites overlook. |
| Strong Calls-to-Action Throughout
Multiple CTAs are distributed across the page: ‘Schedule Appointment’ in the nav, ‘Schedule Appointment’ in the Services section, ‘Contact Us’ and ‘Want to Buy Parts’ banners near the footer. This ensures that no matter where a visitor is on the page, the next action is always clear. |
| Transparent Team & Location Presence
The ‘Meet The Team’ page and physical address (109 Sigma Dr, Garner, NC) add a human element and local credibility. For automotive services — where trust and expertise are paramount — knowing who will be working on your car is a significant trust signal. |
| 📸 Services Section — Service Cards Layout
Screenshot of the ‘Our Services’ section with service cards and CTA buttons |
05. Third-Party Integrations
The site intelligently leverages third-party platforms rather than building everything from scratch — a cost-efficient and feature-rich approach:
| Integration | Platform | Purpose |
|---|---|---|
| Booking System | Setmore | Online appointment scheduling with team assignment |
| Financing | Affirm | Buy-now-pay-later for high-ticket services |
| E-commerce | WooCommerce | Parts store with cart and account management |
| Slider | Slider Revolution | Full-screen animated hero carousels |
| Page Builder | Elementor | Visual layout building without code |
| SEO / Social | Open Graph + Twitter Card | Rich social media link previews |
06. Summary & Outcome
Built by Felix is a well-executed WordPress website for a performance automotive shop. It successfully balances brand storytelling, service discovery, lead generation, and e-commerce in a single cohesive platform. Key outcomes delivered by the site:
| Business Goal | Solution on the Website |
| Attract new customers | SEO-ready meta, service landing pages, gallery of work |
| Convert visitors to leads | Quote form with vehicle selectors, prominent CTAs |
| Reduce booking friction | Setmore scheduling directly in the nav bar |
| Overcome price objections | Affirm financing page and integration |
| Build trust & credibility | Meet the Team, Before/After gallery, physical address |
| Generate recurring revenue | WooCommerce parts store (BBF Store) |
| Brand differentiation | CarBahn partnership page, performance-led copy & imagery |
| Overall Assessment
Built by Felix’s website is a strong example of a service business using a scalable, plugin-rich WordPress stack to punch above its weight. The site effectively combines brand identity, service communication, multi-channel lead capture, and an online store — all without requiring a bespoke custom-coded solution. For a regional automotive shop, this is exactly the right approach: proven technology, fast time-to-market, and an easily maintainable platform as the business grows. |
Case study prepared for portfolio purposes • Website: builtbyfelix.com