You can build engines. You can even take engines apart and put them back together — without leftover pieces, right? So you can build an awesome auto repair website, too.
Independent mechanics and owners of repair garages might think that building a website for their small or medium-sized businesses would take too much time away from more important work. Even if you have a team of seasoned professionals working on cars, you still need to oversee inventory, handle accounting, and manage the business.
Of course, growing your business is another important responsibility. That’s why having an auto repair website of your own is worth your time and energy. Marketing professionals know that every business owner should have a website for their company.
Taking the steps to build your company’s website isn’t as challenging as you may think, thanks to new tools that make it easy to assemble a professional-looking website quickly. Follow the best practices to include all the necessary information about your services, company values, and policies — plus ways to contact you.
Soon, you’ll be earning new customers who will continue to spread the word about your quality service.
Why a mechanic website is so important
Today’s customers aren’t flipping through the phone book or checking out ads in newspapers they bought on the street corner. Now, people look for mechanics online. The primary way to gain control of your online reputation is to create your own website.
Having a website for your company enables you to:
- Look professional and trustworthy.
- Share the information you want to showcase to your potential customers.
- Gather free leads for business through search engines like Google or social media sites like Facebook.
- Spend less time on the phone answering questions.
- Position yourself as a leader in your specialty and community.
- Share your values to strengthen relationships with current and future customers.
While it’s also a good idea to have a business page on at least one social media site, you should not rely on this as the main method of outreach. You never know when a social media platform is going to change its policies. You need a place you own.
Steps to creating your auto repair website
It’s one thing to know you need a website for your business, but it’s another thing to build one. That’s where online tools like website builders come in. Quickly and easily publish an effective and professional-looking website in less time than you may think.
Using artificial intelligence, website builders work quickly to create a customized website for your business. You can pick from images and templates that will help your future customers learn about your services and make an appointment for their vehicle.
But marketing professionals can tell you that you need more than a basic website. You must also have a website that works on desktop computers as well as mobile devices. This is known as being mobile-responsive, and it’s crucial since so many people search for businesses on their smartphones.
When creating your website, you first should choose a domain name that is the same as your company name — or as close as possible. Do you have a logo for your company? Be sure to add it to your website and use colors within your templates that match your branding.
What should you include on your website?
Your business website should start with at least three pages:
- Homepage, with an engaging photo and content that explains your services. Include a call to action, which could be a button that sends visitors to your online appointment calendar or your Contact page.
- About Us page, which explains in detail your expertise, as well as the different services and products you offer.
- Contact page, which lets future customers know all the ways they can connect with you to set up an appointment.
And that’s just a start. Remember: A basic, easy-to-navigate website is better than none at all. However, you can gain more customers by taking it even further.
For example, you likely have numerous online reviews. Testimonials are a powerful way to share what people think of your service. Many small-business owners worry about both positive and negative online reviews and listings, but they can work to your advantage if you take control.
You may also want to include a blog. The more well-written, educational, interesting, and engaging content you include on your website, the more likely a search engine like Google will naturally rank you higher when customers look for mechanics in your area. You can even share your blog on a social media page, like your Facebook business page.
A final checklist for success
Still feeling overwhelmed? Think of digital marketing for your garage like putting an engine together, piece by piece. Here’s a quick checklist of what you’ll need to complete the job:
Gather your information
Get all your service information and value statements for your company organized in one place. You may want to have a computer file with your logo, photos of your garage, and anything you’ve written about your company. If you have been featured in the local media, get the links so you can share them on your About Us page.
Research website-building tools
Don’t just opt-in for the most convenient website builder out there. Find one that suits your needs and fits your knowledge and experience level.
Claim your listings
If you want to include online reviews and testimonials, you’ll need to claim your listings. Search “Google My Business” to see what comes up for your company. If you haven’t already, claim your business and check for errors. You don’t want to miss a customer because Google has your address wrong on its map or because someone entered your phone number incorrectly.
Next, create a Facebook business page if you haven’t already. Take the information from your website and use it on your listing pages as well to improve consistency and reduce confusion. Continue to add your listings on other directory sites such as Yelp and Angie’s List. You can then link to all of these sites through your website.
Manage your reviews
Don’t worry if some customers weren’t completely satisfied with your work. It happens. To address any negative comments on your online listings, simply reply professionally. Acknowledge their concerns and apologize for any disappointment. Then, address the issue directly without making excuses. Finally, encourage them to contact you offline by providing your phone number.
Positive reviews should also get a rapid response. You can thank these customers for their business and for trusting you.
Check your site and publish
Once you have all the information on your auto repair website, give it a final look before going live. Ask a trusted manager or friend to review it critically. You can always correct errors, but you’ll want to present a polished look when you finally publish it online.
The next steps for marketing your business online
Ready to learn more? Check out Constant Contact’s The Download, a free guide that can teach you even more about digital marketing for your auto repair shop.
