Part 1: A Fast, Mobile-Friendly Website That Represents Your Brand and Resonates With Your Target Market
Good marketing is a tricky and often elusive thing for auto repair shops. Still, it is essential to your business strategy if you want people to learn about your business, its services, and why you're the best pick in the area.
Auto repair shops will always need customers to visit actual brick-and-mortar locations for most vehicle services, but almost all marketing efforts should be focused on digital.
You'll need a fast, mobile-friendly website that represents your brand and resonates with your target market.
1. Fast and Mobile-Friendly
Make sure your page has an attractive layout, a great design, and uses high-quality images from your actual business.
You'll also want to test the page on mobile devices since most customers now surf exclusively from their phones to find a great local business to meet their needs. For example, if a new customer is looking for a shop to take their car in, you can safely bet they'll search using their phone in most situations.
2. Represent Your Brand
If you've hired an excellent marketing team, they'll help you hone in on that brand identity and help you showcase it front and center on the site.
Who are you as an auto repair shop?
Are you the "no-nonsense, no hassle" type of place that shoots straight and offers excellent prices, or are you the high-class, highfalutin, high-quality establishment that promotes sophistication and elegance with your offering?
You'll want to know what your brand represents and use language and phrasing that promotes that identity in every page aspect.
3. Resonate With Your Target Market
The brand identity takes you one step further by appealing to your target audience.
The "no nonsense" folks might draw in casual everyman types who want an easygoing experience to get the services they need from an auto repair shop. Likewise, an auto repair shop shooting for a more premium audience might work to resonate more with luxury-class vehicle owners and other upscale clientele.
Your brand identity will help you resonate more with that target audience and drive traffic to your business. Be mindful of this when creating your website.
Think about your website as a digital home base for your brand. Your website should have an engaging customer experience, properly portray your brand, and provide the consumer with enough information to make an informed buying decision.
Building on Your Auto Shop Marketing Foundation: Reducing Friction for Your Next New Customer
Once you have a website that checks all of these boxes, it's time to start driving qualified leads to your website by leveraging Google direct-response marketing with local search (organic SEO) & Google Ads. Our next articles will dive into the remaining parts of your auto repair shop's marketing foundation.
Does your website support your marketing foundation? Is it converting visitors into potential new customers? Connect with us for a deep dive into how you stack up in your local market. We offer custom websites for auto repair shops that drive customer acquisition. Learn more here.
