Opening your shop on the 'net

Some independent repair shops have Web sites offering info on hours, services provided, staff and, of course, phone numbers. With the growing number of people heading to the Internet instead of the Yellow Pages, this might be a good way to focus your advertising dollars.

"A professionally done Web site will allow an independent garage to compete with national chains and new car dealerships on a level playing field," says Richard Benbow, director of Repair Shop Websites.

Web sites don't have to cost a lot, but investing in them is key. A poorly done Web site can make your shop look unprofessional even if you have the area's top techs.

Coupons, appointment requests and customer satisfaction surveys are good elements to have aside from the essential phone number and hours. Other suggestions are multiple Web sites geared toward specific customer bases such as women and Spanish visitors.

Not only can you generate new business, but you'll have customers to replace any who move or grow old and stop driving.

"If you're not reaching out to people who are looking for this, when your customer base is gone, who will be there?" Benbow asks.