Caliber Carwash
Caliber Car Wash is a rapidly expanding car wash brand with 60+ locations nationwide. As the business scaled, Caliber recognized the need for an updated website that could meet evolving functional requirements and provide a digital architecture for continued growth.
Their goal was to create a modern, mobile-first platform built for customer acquisition, membership sales, and scalable marketing across locations.
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TL;DR
Rebuilt Caliber’s website from the ground up in just 3.5 months, focusing on mobile-first design, speed, and geo-personalization.
Created a hyper-localized user experience using geolocation to auto-detect the nearest wash and reduce friction in the membership purchase flow.
Delivered sub-1-second page load times and a streamlined UI tailored for the 80% of traffic coming from mobile users.
Empowered Caliber’s marketing team with a flexible, drag-and-drop content system—no developers needed to create or update landing pages.
Saw immediate results: 78% more new membership joins in two weeks and record-breaking sign-ups with verified in-store visits via geofencing.
Collaborating on a Best-in-Class Digital Experience
Caliber issued an RFP and quickly found that many agencies specializing in the car wash space offered rigid, templated solutions that didn’t fit their vision. They needed a partner that could think beyond the category and deliver a custom, scalable platform.
Ultimately, Caliber selected 3 Owl to lead the website redesign, strategy, and replatforming.
“What stood out for us was that 3 Owl wasn’t immersed in the car wash space. They brought in fresh thinking from their work in multiple industries—especially in geo-aware, commerce-focused sites,” says Amy Michael.
3 Owl partnered closely with Caliber to rethink the digital experience from the ground up. The result was a hyper-localized, mobile-first platform designed to drive memberships, connect digital and physical behavior, and give the marketing team full control.
The project moved from kickoff to launch in just three and a half months.
The engagement began with a deep audit of Caliber’s previous site, customer journeys, and membership flows. 3 Owl identified critical friction points in the sign-up process, navigation, and mobile experience—particularly the high number of clicks required to complete core actions like purchasing a membership.
The team mapped a new, streamlined architecture that prioritized fast access to nearby washes, clear membership options, and minimal steps to conversion. Recognizing the high percentage of mobile traffic, every decision centered on mobile-first interactions—designed for fast loading, thumb-friendly navigation, and real-time location services.
At the same time, we planned for scalability: creating modular components, optimizing SEO visibility, and empowering the marketing team to build and update pages autonomously.
Building a Foundation for National Growth
We executed a complete rebuild focused on speed, localization, and conversion optimization. First, we developed a hyper-localized user experience that uses geolocation detection to automatically display the nearest wash and real-time driving distance within half a mile of accuracy. Localized membership flows were also introduced to reduce clicks, helping users quickly find and purchase the right membership without unnecessary steps.
Mobile and performance optimization were core priorities throughout the process. The new site achieved sub-1-second load times and a mobile-first design that significantly improved usability, reduced bounce rates, and increased conversions—critical improvements given that 80% of Caliber’s traffic comes from mobile devices.
To boost visibility, we integrated technical SEO best practices, including Auto Wash Schema, synced Caliber’s NAP (Name, Address, Phone) data with BirdEye for up-to-date local listings, and built a robust car wash directory optimized for high-intent searches like “car wash near me.”
Finally, we empowered the Caliber marketing team with a fully custom drag-and-drop block system, enabling them to build landing pages and update content independently without developer support. We also helped Caliber identify cost-saving opportunities, including recommending a lower-cost mapping provider that maintained functionality without sacrificing quality.
3 Owl has been a great partner in this journey to redesign and replatform our site. Their project process helped us focus on our goals, and they brought fresh ideas from multiple industries. They helped us prioritize functionality that’s led to amazing results, especially in online conversions. They weren’t the lowest bidder in our RFP process, but they exceeded expectations. You really do get what you pay for.