All references Lapland Proving Ground (LPG) is a specialised test track centre located in Muonio, Finland, where international automotive companies test their vehicles in demanding Arctic winter conditions. The site offers exceptional surroundings for testing – snow, ice, and extreme cold – without the moderating effects of the sea. During the winter season, LPG employs up to 100 test drivers daily, and also provides work for local engineering services and track maintenance crews.
The need to strengthen digital visibility
LPG already held a strong reputation within the industry for providing high-quality testing conditions, and its services were well known among established players. However, its digital visibility offered room for improvement, especially when it came to attracting new and international customers.
The previous website no longer met modern expectations. The presentation of services needed sharpening, the contact process lacked clarity, and the user experience had several areas for improvement. There was a clear desire to make the site a more effective tool for sales, recruitment, and brand building.
At the same time, competition had become increasingly fierce. In an industry where many Nordic rivals have client relationships dating back decades, standing out demands clear, credible, and internationally appealing communication.
A comprehensive website overhaul with Codemate
LPG chose Codemate as its website renewal partner. The project team – a developer and a designer – worked closely with the client throughout the process. The collaboration was exceptionally smooth: LPG was receptive to new ideas and brought a strong business perspective that guided the design work.
Key elements of the redesign included:
- Market research based on competitor analysis, exploring visual language, branding, communication, and technical implementation.
- A fresh visual identity that highlights Arctic conditions, reliability, and technical expertise – everything from the logo to the typography.
- Tailored contact paths and forms to efficiently guide enquiries based on different customer needs.
- A clear and intuitive structure, making essential information accessible with just a single scroll.
- A 3D track map created from the client’s laser scanning data, offering a lightweight but informative visualisation.
The new logo echoes the curves of race tracks.
“This was a highly enjoyable project. LPG was open to fresh ideas and clearly communicated their business goals, which helped shape our work,” says Codemate designer Petri Pystynen.
Explosive growth in customer contacts and conversions
The new website delivered immediate, measurable results. Contact requests increased dramatically, and their quality improved: leads submitted via the forms are now trackable, which supports both sales and customer service. Website visibility has improved significantly, leading to new customer relationships, including international clients who now find LPG’s offering more easily online.
Contact requests from the site have led to real business – complementing traditional channels such as long-standing relationships and the word-of-mouth network within the industry, which continue to drive new assignments effectively.
One clear sign of the rising demand: the number of test days spent by clients at the site grew sharply during the 2024–2025 season compared to the previous year. This indicates greater client engagement and increased interest in LPG’s services. Recruitment activity also picked up, attracting applications from a wider pool of candidates – including international professionals.
The timing of the update was spot-on, supporting LPG’s goal to engage more actively with new and smaller customer segments. The new site plays a key role in this strategy.
An improved user experience that shows
The user experience also took a major leap forward. The average time spent on the site increased from under a minute to over 2.5 minutes – a clear sign of more engaging content and better structure.
The site’s look and feel have received positive feedback from both new and existing customers. Especially appreciated is how easy it is to find contact details – and that faces are shown, making it more approachable. The contact form has also been praised for its clarity and ease of use.
“Codemate impressed us with their professionalism and creativity. The website renewal has been a major step forward – and we’re already seeing tangible results.”
Milla Mäkelä
Chief Operating Officer, Lapland Proving Ground
Looking ahead
The future looks bright for the continued use of the website. It will be particularly interesting to see how well the new testing services reach completely new, strategically important customer groups through the site.
If all goes as planned, the website will become an even more central tool in marketing LPG’s testing services for the 2026–2027 season. The renewed site offers a solid foundation – technically, visually, and in terms of content – for that growth.
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Contact Janne!
