Eight ways to learn. One way to book.
ISM has been teaching Ireland to drive since 1961. The site we built gives cars and seven commercial vehicle categories one booking panel.
At a glance Irish School of Motoring 2025
In short
The brief
One school, eight vehicle categories.
A seventeen-year-old booking a car lesson and a haulage operator putting a driver through an artic licence do not use the same words or convert on the same page, and ISM runs two sister companies. Deciding what belonged here and what belonged one link away was a content architecture problem, so the project opened with a sitemap, not a moodboard.
1961
Teaching Ireland to drive since
200+
Approved driving instructors
8
Vehicle categories taught
ISM’s own published figures, from its About page and its list of vehicle categories.
The architecture
Eight vehicle categories, one booking panel.
Loco Digital designed and built the Irish School of Motoring website in 2025: eight vehicle categories and one booking panel on every lesson page, planned as UX design in Dublin before any page was drawn. Eight separate page designs would be eight chances to drift, so seven of them share one template.
01
One template for seven commercial categories
All seven (rigid truck, artic truck, light truck, coach and bus, trailer and caravan, ambulance, minibus) share one template, and car lessons have their own layout. Each has its own copy, images and booking route.
02
Booking as the spine
The same booking panel (vehicle, quantity, county and city) sits on the booking page and on every lesson page, and the phone's bottom bar keeps a Book Lessons slot beside it. Request a callback runs alongside it everywhere, for anyone who would sooner talk first.
03
Links to the sister companies
As delivered, ISM Training and ISM Recruitment sat outside the learner journey, linked from the top bar, the phone’s bottom bar and a card where relevant.
The build
The same system, drawn twice.
The phone build is not the desktop one narrowed. It reorders every page around the fact that the booking panel is the reason anyone came. Open any frame to read the whole page.
Start to finish
Sitemap to server, all of it ours.
One team, one continuous chain of decisions, nothing lost in a handover between suppliers.
Engineered
A location finder on a map of Ireland, filtered by lesson type: the third screen of the phone reel.
A free mock theory test, a reason to come back before there is a reason to book.
Gift vouchers, with buying and redeeming kept apart, plus a blog and guide articles.
Designed
The back end carries what the front end hides.
Sector and county taxonomies drove the instructor and lesson pages, which the ISM team edited in one place.
Stack
See it live
Book something you cannot drive yet.
Another firm has maintained ism.ie since our handover and has changed parts of it. Pick a category you have no licence for and follow the booking panel.
Let’s talk
Got a project
in mind?
Mark or Adam will reply within one working day.