Repair Shop Advice

December 16, 2021

December is always a great time to evaluate how you are utilizing your marketing tools and make changes that will set you up for success in the new year.

If your 2021 has been like many auto repair shops, you haven’t had much of a chance to think about your website while you’ve been dealing with trying to fit customers into your busy schedule. Hopefully you can now come up for air, make up for lost time, and make those updates you may have overlooked over the course of the year.

Here are seven updates you should make to your website as soon as possible:

#1 – Showcase new photos

People love to see photos. If it’s been a while since you last posted photos to your website, you should go through any pictures you’ve taken to see what you have to add. You should especially consider photos of:

• the inside or outside of your shop
• the team
• any special jobs you’ve done
• community events
• other things that could matter to potential customers

#2 – Remove services you no longer provide

Lots of things have changed over the last two years. If you still have services listed on your website that you no longer provide you want to take those off as soon as you can. Few things are more frustrating to a potential customer than to narrow down the search for service to one shop only to find out they don’t really provide that service.

#3 – Highlight new services

On the other hand, if there are any new services that you are offering or plan to offer in 2022, you want to add those to your website. Don’t miss a potential opportunity by not listing all the services you offer on your website.

#4 – Add new procedures or attributes

Have you changed your procedures recently (or maybe not so recently) but forgotten to make sure that update is on your website? You may have tightened your procedures or loosened them. You may now be doing pick up and drop off for customers. You may have added wi-fi connectivity in your shop. Whatever changes you’ve made, make sure they are included on your website.

#5 – Spotlight new program membership

Have you recently joined a manufacturer’s or distributor’s program group? Include that logo on your website. Highlighting that branding can help you build credibility and attract new customers.

#6 – Feature new specials or coupons

Get those specials or coupons up for the new year now so you can catch those people who have been putting off maintenance or repair until after January 1.

#7 – Emphasize what makes your shop a great place to work

To this point this list has been made up of things that can influence potential customers to choose your shop. But if hiring is a bigger challenge for you right now than attracting new customers, then you want to be sure that your website is a tool that you are using to attract good candidates.

Make sure you are highlighting why your shop is a great place to work on your Careers page. Go beyond just listing open jobs and spell out the details. What is your work environment like? What programs do you have in place for training? What employee-friendly policies do you have? What perks do you offer?

This is definitely another place that you want to include photos. Include pictures of some of the fun things you’ve done as a team.

And importantly, highlight these things on your home page as well. Include one of those team photos as one of your hero images at the top of your home page with the text “Are you looking to join a great team?”.

Kickoff 2022 by making sure that your website is up to date and that you are leveraging it to bring in both good customers and good job candidates.

We can help you look great online and take care of any updates your website needs, making life much easier for you when it comes to marketing. If that sounds good to you, call us at 855-294-6397 or schedule a meeting with us at a time that’s convenient for you!