A coach hire website with the office system behind it

AJ Travel runs coach and minibus hire out of Birmingham. Most of their work starts the same way: someone wants a price for a group, a date and a route. The faster and more accurately that price goes back, the more of those jobs they win.

We replaced their WordPress site with a new one and, behind it, the system the office now runs on. Enquiries arrive as structured quote requests, land in a CRM, and get a first-draft quote written by AI for the team to check before it goes out. It went live on 10 August 2026.

Client

AJ Travel

Services

Website

aj-travel.co.uk

A quote is only as fast as the details behind it

A coach quote depends on details people rarely put in a contact form: where from, where to, how many passengers, how much luggage, one way or return, what date and time. When those details are missing, someone has to ring the customer back before they can even start pricing. By then the customer has often asked two other companies.

AJ also wanted the website to stop being a separate thing. An enquiry should become a customer record and a quote in the same place, the office should see which jobs have been quoted, and they wanted to know whether a booking came from Google, an ad or a returning customer.

The site still had real value though. Years of pages ranked in Google for coach and minibus searches around Birmingham, and the reviews were strong. Whatever we built had to keep both.

A quote form that asks what the office needs

The quote page asks for everything a price depends on, in one go: pick-up and drop-off with postcodes, number of passengers, luggage, journey type, occasion, date and time. The customer fills it in once and the office has a complete job to price, with no call back needed.

The rest of the site does the selling. Service pages cover minibus hire, coach hire, airport transfers, corporate travel and more, and the 4.8-star rating from 177 reviews sits in the header of every page, so a visitor sees it before they reach the form.

Moving off WordPress is where a lot of businesses lose their Google rankings. We kept 214 old addresses working, so the pages that already ranked carried their positions across to the new site.

Behind the login: the office runs here now

Every quote request lands in a CRM built for how a hire company works. Customers, enquiries, quotes, invoices and documents all sit in one place, so anyone in the office can see where a job stands without digging through email.

AI reads the enquiry and drafts the quote. Pricing works from the distance of the journey, and a person checks every draft before it is sent
Each enquiry shows where it came from, so AJ can see which ad or search actually brings in bookings
Past customers can be picked up again with re-engagement, instead of waiting for them to remember to call
Fleet compliance records are kept in the same system as the bookings

We haven’t shown screenshots of this part. It holds AJ’s customers and prices, and it stays private.

WHAT WE BUILT

From first click to a sent quote, in one system

Structured quote form

Route, postcodes, passengers, luggage, journey type, date and time, collected up front so a job can be priced without a call back.
CRM

Customers, enquiries, quotes, invoices and documents in one place, with re-engagement for past customers.
AI-drafted quotes

AI writes the first draft from the enquiry. The team checks it and sends it, so nothing goes out unseen.
Distance-based pricing

Prices start from the length of the journey, so drafts are consistent from one enquiry to the next.
Fleet compliance

Compliance records for the vehicles kept alongside the bookings, not in a separate spreadsheet.
Lead attribution

Each enquiry records the ad or search that brought it in, so spend can follow what actually books.
214 old URLs kept

214 old addresses still work, so the move off WordPress didn’t cost the site its Google rankings.
Edit by voice or photo

The team can update the website by sending a voice note or a photo on Telegram, or through a chat in the admin.
Their own server

Hosted on a server in AJ’s own name, with backups copied off-site every night.

What changed for AJ

The website and the office now work from the same records. A request on the quote page becomes a customer, an enquiry and a draft quote without anyone retyping it. When a booking comes in, AJ can see what brought it.

They own it too. The site runs on a server in their name, backed up off-site every night, and the content is theirs to change with a voice note.

If your business still prices jobs from a pile of emails, this is the kind of thing we build. Have a look at business systems, or tell us how your enquiries work below and we’ll be honest about whether you need a custom system at all.