Lawson Speed Shop launched in mid-2022 with a clear marketing goal in mind soon after: build a professional online presence that matched the quality of their LO206 engine building program and parts operation while supporting national eCommerce growth. From the start, the focus wasn’t just on having a website, but on creating a platform that could scale, convert racers into customers, and reinforce trust within one of the most competitive niches in karting. EnforceMG partnered with Lawson Speed Shop to design, launch, and refine a website and eCommerce experience that would grow alongside the business as it expanded into an international leader in LO206 karting.
We are pleased to announce the new www.lawsonspeedshop.com! We hope you enjoy the new features! Thank you so much to my wife Karrie for all her efforts organizing, Keegan Widmyer from EnforceMG for the great web design and Keith Warren for his encouragement and expertise!
Gary Lawson – Owner
Via the Lawson Speed Shop Website Launch Announcement Post (April 2025)
When Lawson Speed Shop launched in mid-2022, speed to market was critical. The business needed a professional website capable of supporting immediate online sales while laying the groundwork for long-term growth. EnforceMG worked closely with the Lawson Speed Shop team to optimize their initial site, focusing on clarity, usability, and performance.
Hundreds of products needed to be photographed, organized, and prepared for sale in a short timeframe. Each product was carefully structured with SEO-friendly naming conventions, optimized imagery, and clear categorization to ensure both search engines and customers could easily find what they were looking for. Image compression, alt text, and performance optimization were handled from the start, allowing the site to load quickly without sacrificing visual quality.
This first website established Lawson Speed Shop’s digital presence and allowed the business to begin selling nationwide almost immediately, while still leaving room for iteration and improvement.
As Lawson Speed Shop continued to grow, the focus shifted from simply being online to improving how users interacted with the site. EnforceMG analyzed customer behavior, purchase patterns, and navigation flow to identify friction points that could be improved. Over time, multiple layouts, structures, and design directions were tested to determine what converted best for racers purchasing engines and parts online.
Navigation was refined to make large product catalogs easier to browse, and the overall user experience was simplified to reduce unnecessary steps in the buying process. Mobile optimization became increasingly important as more customers accessed the site from phones and tablets, leading to layout and performance improvements specifically tailored for mobile users.
These refinements informed the planning of a more comprehensive redesign that would better reflect Lawson Speed Shop’s growing reputation within the karting industry.
Launched in April of 2025, the current Lawson Speed Shop website represents the culmination of years of testing, iteration, and real-world feedback. EnforceMG rebuilt the site with a stronger focus on conversion, structure, and scalability, ensuring it could support continued growth without becoming difficult to manage.
The redesigned website features a clean, professional layout aligned with top motorsports brands, improved product and category organization, and a streamlined navigation experience. Technical SEO best practices were implemented throughout the site, supporting nationwide visibility rather than relying on local search traffic. Built on Shopify, the platform was optimized to handle a growing catalog while maintaining fast load times and a smooth checkout experience.
The result is a website that not only looks professional but actively supports Lawson Speed Shop’s role as a national and international supplier.
Since launching and refining the website, Lawson Speed Shop has experienced consistent year-over-year growth in both website traffic and online sales driven by organic search. While the business continues to benefit from its strong reputation within the karting community, SEO and website performance have become increasingly important contributors to new customer acquisition.
The website is now a central part of the business, supporting hundreds of products and serving customers across the United States and internationally. As Lawson Speed Shop has grown into the largest LO206 engine builder in the world and the leading seller of LO206-focused parts online, the website has scaled alongside the business and will continue to do so for years to come.
This project succeeded because it was treated as a long-term growth program rather than a one-time website build. By launching quickly, iterating based on real consumer data, and rebuilding when the time was right, Lawson Speed Shop successfully avoided the common pitfalls of overdesigning too early or neglecting performance in favor of aesthetics. Every decision was made with user experience, conversion rates, and scalability in mind, ensuring the website could evolve alongside the business as it grew from a new operation into a national industry leader.
EnforceMG continues to support Lawson Speed Shop with website updates, technical oversight, and strategic marketing planning as needed. While the site is currently well-optimized and stable, we're always brainstorming new ways to take it up to an even higher level, allowing for future growth initiatives as the business evolves.
Shopify allowed Lawson Speed Shop to scale internationally while maintaining performance, security, and ease of management. With hundreds of SKUs, frequent inventory updates, and a racing audience shopping from mobile devices at the track to back at the shop on their computer, Shopify provided the reliability and speed needed for growth without adding operational complexity.
As Lawson Speed Shop serves racers nationwide, the SEO strategy focused on product-level optimization, category structure, and technical performance rather than local rankings. This allowed the site to attract customers searching for LO206 engines and parts across the world, not just in Ohio.
With a reputation-driven brand entering eCommerce, it was critical that new visitors immediately trust the site just as much, if not more than they trust other similar sites. Navigation clarity, clean product photography with multiple angles, mobile UX, and page speed were optimized early to reduce friction and turn first-time visitors into repeat customers.
High-quality, consistent product photography helped establish credibility and reduced buyer hesitation. In a technical motorsports niche, customers expect to see exactly what they're purchasing, from multiple angles, which directly impacted conversion rates and customer confidence.
Yes. While the specifics were tailored to LO206 Karting, the strategy applies to any performance-driven eCommerce business that relies on first impressions, trust, technical clarity, and national and international reach.