Repair Shop Advice

Archive for the ‘Industry News’ Category

Measuring Website Return on Investment

October 17th, 2016

If you’ve owned or managed a shop for more than ten minutes, you’ve probably had a salesperson call you and tell you how much business they can get you with one of their websites.  It’s a fair point – if a person doesn’t already have a shop picked out, most people look online to find shops these days.  But a few minutes into the conversation, they start telling you how they’re going to prove results – website ‘hits’.  They offer to show you regularly just how many people are visiting your website.  If this is their idea of return on investment, this is a red flag.

Why?  Let’s take a look at the value of a website ‘hit’.

They may call it a ‘visit’ but that’s not entirely accurate.  That’s because, half of all ‘visits’ to your website are just other computers that are taking a look at the material.  Search engines like Google must visit your website often, for instance, to make sure they know what content is there and can direct their users to your site. Furthermore, if you run a shop in Wisconsin, how useful is it really that someone in South Carolina visited your site?  In most cases, not at all.  Unfortunately, the majority of ‘hits’ your website gets provide no value to you at all.

A website cannot prove a return on investment based on how many visits the site gets.  True ROI comes from a customer visiting your shop.  Here are a few ways to know your site is providing a good return.

Coupons – Some shop owners prefer not to use coupons, but if you do, it’s a great barometer for where your business is coming from.  Collecting the coupons used by your customers, and matching them up with where they found the coupon, is a great way to measure what’s bringing in business.

Phone Calls – One of our website packages includes Call Analytics – a special phone number only located on your website that is tracked and recorded.  In addition to allowing you to analyze your customer service, this also enables you to see how many customers are going to your website and calling your shop each month.  By listening to the calls, you can even figure out exactly how much money those calls brought into your shop!

Online Quote Requests – Although our sites are designed to encourage customers to contact you via phone (as that leads to a higher close rate) we also provide online forms for customers who prefer to make requests this way.  Much like the phone calls, each of these forms tells you what service the customer is seeking, allowing an easy calculation of ROI.

Asking Your Customers – One way to figure out where customers heard about you is to ask!  Be careful with this one, though.  They may have gotten your name from a friend, but then gone online to learn more about you and find out your location.  Without the site, it’s possible they would have never found you.  So, in addition to asking how they heard about you, make sure to ask if they visited your website for directions or to learn more.

To learn more about how to measure your website ROI, call us at 1-866-665-1605 or email

Trouble Hiring Automotive Techs? You’re Not Alone!

September 30th, 2016

It’s getting harder and harder to attract technicians. We hear this from our customers all the time, so we decided to dig a little deeper into the problem. Our goal: to determine the source of the problem, so we could offer some suggestions on how to address it.

We found three major reasons that hiring is so difficult:

#1 – A study by tools manufacturer RIDGID in late 2014 found that only 6% of high school students hope to have a career in the skilled trades.  That six percent has to be split between plumbing, HVAC repair, welding, and countless other skilled trade professions – along with all of the automotive repair facilities in the United States.

This is leading to a shortage in skilled automotive technicians entering the field.  Worse, it’s indicative of a continuing challenge going forward, as older technicians retire and fewer young ones have an interest in replacing them.

#2 – Auto technicians are much more likely to be happy with their current job than most other people.  A payscale study way back in 2008 found that auto technicians were ranked the 8th happiest employees, and many of the jobs with happier employees were jobs of passion, like Clergy, Professional Actors and Special Education Teachers.  Even today, Auto Mechanics, on average, report being “very happy” with their jobs – much happier than most other employees.

This makes it difficult to attract great technicians to your shop.   Difficult however, does not mean impossible.  A previous post provides an infographic with suggestions on how to attract skilled technicians to your independent auto repair shop, and we’ll be covering these techniques more in future posts.

#3 According to a 2015 Manpower Group study, Skilled Trades Workers were the most difficult jobs to fill globally for the fourth year in a row.  They were also the most difficult jobs to fill in the US.  The second most difficult job to fill in the US was a technician role; these are defined as production/operations, engineering, and maintenance roles.  Collectively, these two job types describe the type of person you’re looking to hire for your shop.

If you’ve been wondering if all shops are having the same problems as yours – unfortunately, they are.  That makes it more important than ever that you’re giving your hiring efforts the time and energy they deserve.  If you’re hiring, that’s probably because you’re short-staffed – that means you’re probably already working overtime just to keep things running.  But it’s impossible to have a high-performing shop without great technicians.  Just a few months of staff shortage can really damage your reputation, both to customers and prospective employees.


Stay tuned for more information on how to attract and hire great technicians, or email us at and ask us for the link to our most recent webinar about the topic.

Professional Email Addresses Bolster Your Shop’s Sales

September 9th, 2016

At first glance, it may not seem worth the hassle to switch to a professional email address if you already have an email address that you’re using for shop business.  A professional email address will end with the same domain as your website – for instance, if your site is, your email might be, or instead of or

Here are three major reasons why it is worth making the switch:

  • Make a Professional First Impression – One of the most common reasons to use a professional email address is that it makes your shop look more established. The most profitable customers could be trusting you with thousands of dollars’ worth of repairs (not to mention their credit card information), and to those customers a professional image means the company is more likely to be experienced with everything from vehicle repair to data security.
  • Keep Your Customer’s Attention ­– If you’ve gotten an online quote request from a potential customer, there’s a good chance you’ve responded to that request by email. But just like you, customers often receive too much email to read all of them.  If your email is coming from a free online service like or from an internet service provider like, there’s a good chance the customer won’t notice your name and will delete it, thinking it is spam.  If that email is from sales@[yourshopname].com, they’ll know exactly who you are.
  • Market Your Shop – If you own a business, you know that every interaction you have is an opportunity to get your shop’s name out there. But one of the most powerful ways to do that is to have your shop’s name embedded in your email address.  Each time someone asks how they can contact you, you’ll be providing your email address, your web address, and your shop’s name all at once.

To learn more about how a professional email address can benefit your shop, contact us at 1-866-665-1605 or email us at

What If You Only Had Ten Seconds to Describe Your Business?

September 2nd, 2016

What If You Only Had Ten Seconds to Describe Your Business?

If you own a repair shop, you understand how much work goes into building a thriving shop.  There are a lot of words that describe a high-performing shop:  competence, efficiency, integrity, technology, service.  But what if you only had ten seconds to describe your shop to a potential customer?

Unfortunately, if you take much longer than ten seconds to get a customer’s attention on your website, they are likely to move along to the next shop.  Once they search for a shop in their area, several will show up, and they’ll likely take a quick look at all of them.  The first one that answers all of their questions will be the one that gets a phone call.

So what do you need to communicate in those first few seconds?  While you definitely want to come across as a high-performing shop, there are some other questions you need to answer right away:

  • Does your shop perform auto repair?
  • Can you fix the customer’s specific problem? (for example, brakes, transmission, etc.)
  • Do you service their vehicle make and model?
  • Are you located nearby?
  • Are you easy to contact?

This ten second rule doesn’t mean that a customer has to be able to read your entire website in ten seconds!  People make the decision on whether the site is valuable in ten seconds – if they decide it’s valuable, they may spend several minutes on the site reading content before giving your shop a call.  If you can’t convince them to take a deeper look quickly, however, you might not get the chance.

Notice that the site above quickly answers these questions.  The logo and picture makes it clear that this is an auto repair shop.  The shop’s location and contact information are made available at the very top of the site.  A quick visit to the “What We Do” dropdown menu will show that they can address a customer’s specific problem.  This site provides all the information required to answer most customers’ major questions in just a few seconds.

Does your site pass the ten second rule?  Give us a call at 1-866-665-1605 or send us an email at and we’ll be happy to give you advice!

How to Integrate Call Analytics into Your Automotive Repair Shop’s Marketing Efforts

June 8th, 2016

Having a strong web presence is vital to generating more traffic to your website and gaining more customers for your automotive repair shop. But do you know the strength of your current web presence? RSW’s Call Analytics platform is designed to keep track of the number of phone calls driven directly from your website and to help maintain quality assurance. Call analytics will help your marketing efforts excel through three main features:

  1. You can track the number of calls your shop received just from your website.

We provide you with a unique number specifically for your website, so you know exactly how many people contacted your shop through your website. This will show you the success of your website and provide a measurable outcome for your marketing efforts.

  1. Calls are recorded.

This feature allows you to go back and listen to calls. You can listen to calls to review a quoted price, details of a conversation, or to evaluate the customer service provided by employees. In addition to reviewing calls, you can listen to them to generate new data – you can track the number of calls received from your website that turned into sales.

  1. Call analytics allows for improved customer service.

How many calls have you received that could have led to an appointment or sale, but didn’t? Our call analytics feature allows you to evaluate the sales techniques and quality of service provided by your employees. By listening to the interactions between shop representatives and customers, you’ll be able to determine what could have been done differently and implement new sales and service techniques to be used.

On top of providing valuable insight into your marketing efforts, RSW Call Analytics is easy to use. Our customer service team will walk you through the Call Analytics platform you’ll be using, and will be there for you with any questions you may have.

Best of all, RSW Call Analytics is included in our Pro+Engage package! To sign up, contact us at 1-866-665-1605 or send us an email at

Repair Shop Websites – Are Your Auto Repair Services Up-to-date?

June 8th, 2016

When was the last time you checked to see if the automotive services listed on your website are current with what you offer? Having dedicated pages on your website for the services that your shop provides is a great way to grow your web presence, and bring more customers into your shop.

As a customer of Repair Shop Websites, you have access to “search engine friendly” service pages that include everything from transmission services to brake repair. We also have brand-new domestic and import vehicle pages that help drive specific vehicle makes to your shop. The bottom line: up-to-date service pages bring more traffic to your website and more business into your shop.

If you would like to add more service pages to your website, please contact our customer service team at 1-866-665-1605 or send us an email at We are happy when your business is succeeding and we want to do everything we can to keep your shop thriving!

Repair Shop Websites Announces Partnership with AutoNetTV, “The Auto Repair Content King”

June 8th, 2016

We are excited to announce our new partnership with AutoNetTV. AutoNetTV creates high-quality content including videos that cover a wide range of automotive service topics. Their content is designed to educate your customers and help them make informed decisions about their vehicles. By including AutoNetTV videos on your website, customers can develop a better understanding of an issue they might be having and feel confident coming to your shop for a solution.


What else can AutoNetTV do for you and your shop? Here are a few key benefits to having their videos on your website:

  • Their educational content helps build trust and credibility with your customers through the explanation of technical procedures.
  • With videos throughout your service pages, customers can familiarize themselves with the services you specialize in.
  • Your shop’s website will look more professional and committed to customer service with high quality automotive videos.
  • Having their high quality content on your website will help boost your website’s ranking, therefore driving more customers to your shop.

AutoNetTV is designed to fit into your existing RSW website, and as always, our customer service team will ensure that your website stays up-to-date with fresh content, so you can focus on running your shop. Contact us at 1-866-665-1605 or send us an email at to add AutoNetTV to your website today!

Summerize Your Auto Repair Shop’s Website

May 9th, 2016

You had to winterize your website, just like you had to winterize your customer’s vehicles. Now it is time to start updating your website to help get your customers’ vehicle ready for the summer. Summer is coming and that means hot weather is on the way. How can you help your customers prepare for the heat?

You can make your customers aware that they need to prepare for the heat by updating your website with relevant information such as summer car care tips. They will be looking for answers to questions regarding the cooling system, fluids, brakes, tires, and more. It would be great to have testimonials on those services and to make sure that all of those summer auto maintenance services are listed on your website.

You can also bring in more business during the summer by running seasonal promotions. This is possible through the coupon section on your website, and your customers are able to print them out. Some good examples of specials include: FREE Cooling System Check or Summer Tune-up.

It is quick and easy to summerize your website because Repair Shop Websites does all the work for you. You can get your shop ready for summer, while we get your website ready. Please contact us at 866-665-1605 to summerize your website today!

Give Your Website a New Look! – Auto Repair Shop Website Designs

May 9th, 2016

When was the last time you took a step back and really looked at your shop’s website? Does it need a new design? It might be time to give your shop’s online image a tune-up, just as you would tune-up your customers’ vehicles.

We are here to help! As a customer of Repair Shop Websites, you can rely on us to stay up-to-date on the latest website trends and consumer behavior. The website design industry changes just as frequently as the automotive industry. Because of this we have several website designs to choose from and we’re always looking for new ways to improve our service and product offerings. Our customer service team has years of experience working with automotive repair shops, so they understand what your website needs to get more cars in your bays.

What are some of the benefits to switching to one of our newer designs?

  • Leave a positive first impression on your customer because our designs are professional and current.
  • Establish a stronger brand image with more personalization such as pictures, your logo, and more!
  • Enhance your user’s experience because your website will look great no matter where your customers access it.
  • Highlight the services that you want to showcase with powerful calls-to-action buttons.

Take a look at our newer designs and let us know if you would like to get your website updated. You can contact us by phone at 1-866-665-1605 or send us an email at

Did You Celebrate National Small Business Week?

May 9th, 2016

Did you know that last week was National Small Business Week? As a shop owner, you should be proud of your small business and I hope that you celebrated your shop’s success.

According to, “People are most satisfied with independent repair shops.” Your customers already prefer independent repair shops over dealers, so they’re more willing to support you. So are we!

Repair Shop Websites is proud to support the work of small businesses like yours because we’re a small business too. We understand that your time is valuable, so our knowledgeable customer service team is available when you need us and eager to get your changes made quickly. Hopefully, this allows you to have the freedom to do what you do best and gives you peace of mind about your shop’s online presence.

We’ve helped small businesses around the United States update, host, and maintain their websites, so they can focus on what they do best. We are very proud to say, “We support you!”