Why a website
People are seeking your Website
Your website is the first level screening process for your auto repair business. Today's savvy consumers go straight to the Web when shopping for new products and services- paper directories are very quickly becoming obsolete. What prospective customers find on the web greatly influences their decision whether to do business with you.
What are they looking for?
They’re looking for information. They’re looking to make a connection. They’re looking for someone to trust. Not a "business", but a person. They’re looking for a relationship with the people that make up the business.
The bottom line is that vehicle owners are looking for someone they can trust. They're looking for someone to care for their auto and their wallet. This explains why traditional forms of advertising, print ads, direct mail, flyers, etc., result in generally poor results—they don't communicate a sense of trust. Personal references are the best form of advertising and, like all advertising methods, any advertising will work even better if there is a way for people to investigate you. A website can provide this very valuable intermediate step in the building a business relationship. A website can provide the opportunity for you to make that essential good first impression and encourage a person to take a risk on you.
Successful communication
To be effective your website needs to communicate three things:
- an image of your business: (quality of work, level of service, price range),
- qualifications and capability to do what is required,
- insight into the character of the PEOPLE behind the business.
The last item, people, is by far the most important aspect of your website. Without a doubt potential customers viewing your website are looking for a personal connection so they will feel secure in being your customer.
Deep down the average vehicle owner doesn't care to know that you have the latest, high tech fuel system defibrillator. What they want is a sense of confidence that your business can solve their problem—with integrity and honesty! They don’t want to become experts on automotive repair. They want to get to know you and gain a sense of confidence in you.
Next -> Marketing strategy
