People are seeking your Website
An auto repair website is the first step when people search for an auto repair shop. What prospective customers find on the web influences their decision to do business with you - or NOT! Paper yellow page directories are very quickly becoming obsolete. Today's savvy consumers go straight to the Web when shopping for auto repair shops. What are you showing them?
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 just a "business", but a personal connection. They’re looking for a relationship with the people that make up the business.
The bottom line is that auto repair customers are looking for someone they can trust. They are looking for someone to care for their vehicle 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. An auto repair website can provide this very valuable intermediate step in the building a business relationship. A specialized auto repair website can provide the opportunity for you to make that essential good first impression and convince that person to take a risk on you.
To be effective your auto repair website needs to communicate 3 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 auto repair shop can solve their problem—with integrity and honesty! They don’t want to become experts on auto repair. They want to get to know you and gain a sense of confidence in you.
Next -> Marketing strategy