Your website and online presence are often the first impression a potential customer has of your collision center. Even if they already know your shop by name or have heard good things about you, you can still lose that customer if they can’t quickly find your phone number, your website is difficult to navigate, or your site doesn’t work well on their phone.
So, what matters most to a potential customer?
- Is your shop at the top of Google results?
- How quickly does your website load?
- Is it immediately clear how to call you or start a mobile estimate?
- Does your website accurately reflect the services you currently offer? Towing, transportation, rental services and other offerings can easily remain on a website long after they are no longer part of the business.
If your website is more than five years old, it’s probably time to take a closer look. Websites, search behavior, and the way Google determines what to show customers have changed significantly in recent years. A website that worked well five years ago may not be doing your shop any favors today.
Another important piece is your Google Business Profile. This is the listing that appears when someone searches for your business and displays important information like your address, phone number, hours and reviews. If you haven’t claimed your listing, search for your shop on Google, scroll to the bottom of the business profile, and look for the option to claim it.
Online search has changed beyond Google, too. SEO tactics that worked even a year or two ago may not be as effective today. Search engines and AI tools are increasingly focused on understanding the information on your website, which means making sure your site is clear, accurate and readable by large language models (LLMs) like ChatGPT is becoming an important part of being found online.
If you’re not sure how your shop looks online, work with a collision-focused marketing agency and have them conduct a free website audit. A good audit should give you a clear picture of what’s working, what isn’t, and where you have opportunities to improve.
If it is time for a new website, find a trusted marketing agency with a focus on collision centers and they will make the process easy for you. Your website is the employee that is working 24/7, 365 and will pay for itself by ensuring customers can easily get in contact with you. From there, you can add a marketing campaign and start focusing on growth.
