Why Auto Repair Shops Still Need a Website in 2021
April 20, 2021
The world’s first website celebrates its 30th birthday this summer. Websites may have started out as a science project, but they have become an important part of small business success. And despite there being many ways for an auto repair shop to reach potential customers on the web, a professional website is still needed to get the best results from your online presence.
Here’s why.
Most People Use Google To Search for Local Services
When people are looking for an auto repair shop near them, the first place they go is Google. Most people have several repair shops nearby, so Google has to decide which shops get displayed first and which ones get displayed last. That decision has a huge impact on what shop a customer chooses. If you don’t have a website, the decision isn’t likely to favor your repair shop.
That’s true even if somebody only looks at the Local Pack or on Google Maps. That’s because Google uses websites as a key indicator of quality and credibility. So even if you have maximized your Google My Business profile, your rankings in the Local Pack and Google Maps will suffer if you don’t have a website. Not having a website is like not having any reviews for your shop. It doesn’t prevent people from finding and choosing you, but it certainly makes it much less likely.
If you want your shop to be listed near the top of the search results, you’re going to need a great website. That website needs plenty of content about the services you provide. It needs to have accurate information about your business hours and service area. It also needs to work well when people look at it on their smartphones. These are still some of the most important factors Google uses to decide which shops land on the first page of search results.
Consumers Look at Websites to Confirm Credibility
Running an auto repair business is a tough job. You’ve got to do more than be an excellent technician if you want your business to succeed while treating its customers right. And unfortunately, shops with management that has set the wrong culture, hired the wrong people or gotten desperate for cash have cheated customers over the years, causing consumers to be cautious when visiting new shops.
While most customers don’t want to pay the outrageous prices of a dealership or big franchise, they also don’t want to pay hundreds or thousands of dollars for a faulty repair. So before they select a shop, they look for signals that a shop has the track record of financial success that comes from getting the job done right, time and time again.
A professional website is one of the main things people use to determine whether a business is “established.” Shops more concerned about meeting payroll than their long-term success aren’t going to bother with a professional website to help build their business. A shop that has invested in a modern, professional website on the other hand, isn’t likely to be the type of place that would risk their reputation on saving a few extra dollars with a subpar part or a rushed repair job. Just like Google, consumers see a website as a key indicator of quality and credibility.
Websites Are Still the Only Place Online Where You Control Your Image
There are dozens of businesses that make money by sitting between you and your customers. Facebook, Google and Yelp have become billion dollar companies by selling ads to small businesses like yours.
These companies are happy to provide a place online for you to present your business. But they’re also in control of how you look, and they use that fact to get more money from you. They decide what customer reviews get placed next to your name. They decide what you can say, how many words you have to say it and what contact information you’re allowed to provide. And they’re going to make decisions that are in their best interest.
Your website is the one place where you’re in control of your image. You get to choose what to emphasize on your website. Nobody can pay extra to have their company listed above yours. If someone posts a fake negative review on Google, it’s up to Google whether it gets deleted from their site – but nobody’s making you put it on your website.
When you list your online presence on business cards or flyers, it’s important for that to be a place that you control. Otherwise, the first thing that people see when they visit that place might be something negative about your business!
To learn how Repair Shop Websites can help your business earn new customers, call us at 855-294-6397 or email us at Team_RSW@RepairShopWebsites.com.
