A website is one of the most important components to a successful business today. However, not enough shop owners spend the time and money on website upgrades that match their underlying brand identity.
An effective, functional website can be a very valuable tool, and it can also help you strengthen existing customer relationships while building new ones, too. But, for many shop owners, especially in light of the COVID-19 pandemic, website management is a bit of an afterthought, as securing sales and providing exemplary customer service remain at the forefront.
A quick Google search reveals that there are many free website building tools that allow the user to secure a domain and design their own website or select from a range of pre-built templates with integrated marketing and business tools for a set monthly fee.
Sometimes, it’s worth the investment to hire an outside firm that specializes in aftermarket development and to have the extra peace of mind knowing that your site will be professionally managed and updated regularly by a third party. These companies specialize in website monitoring and can break down the analytics so that you can see which website pages are performing the best, where most of your website visits come from (for example, your online booking form, the contact page, etc.), and where the website traffic could be improved.
If you decide to hire a third party to build out and manage your business’s website, it’s important to view this business decision as a long-term project, rather than a quick fix to draw attention to your brand. While having a website built is convenient, like all digital media, business websites are fuelled by content, and as a small business owner, you must be willing to engage with your clients and ensure that your website is a combination of informative, educational, and entertaining content that will make your customers stick around. If your website is unresponsive or lacks user-friendly features, do not expect your customers to linger on the page.
Website checklist: dos and don’ts
To attract new customers and keep existing clientele engaged, shop owners should first and foremost conduct some simple market research on their competitors to compare website offerings.
Evaluate strengths and weaknesses: what is missing from your website? Is all of the information up to date, such as contact information and any promotional offers? At the end of the day, with most clients still shopping online and making appointments online, a user-friendly experience matters more than price. Although you might have the best deal in town, if the information on your website is impossible to find, a customer will have no problem going elsewhere to have their needs met.
Before you get started on overhauling your website, consult with your team members and listen to their feedback regarding its design. You likely have a diverse team with many unique talents — give them the floor to get creative!
Times are rapidly changing, and while it’s always good to stay on top of vehicle technology, it’s also important to keep an eye on the back-end operations of your business. Having a user-friendly website that encourages customers to visit for a number of reasons, including to access online exclusive deals or promotions, book an appointment, or to access information will greatly position shop owners for the ongoing e-commerce boom.
To keep your website performing at its best, consider the following:
Ensure that all contact details, including hours of operation and phone numbers, are valid.
If you haven’t already done so, add an email address alongside the contact number. The majority of clients like to book online or submit questions via email or text messaging, not by telephone.
If you run weekly or monthly product promotions or specials on your website, make sure that all of your staff members can answer questions relating to those offerings.
Create a staff page with a photo and a bio of each team member or use this down time to update your staff photos if you have an existing staff page.
Add an online booking platform if you haven’t already done so. In case customers can’t reach your shop by phone, a form will secure the sale, rather than them taking their business elsewhere if it’s a last-minute request.
Consider adding a blog to your website! This is a great place to share photos of your shop, and it’s a space to share updates, contests, and promos, which can also be shared to social media.
Set a clear business objective under your “About” section: who are you, what value does your business offer, and what sets it apart from others in the area?
Clearly define your products, services, and pricing.
Consider posting industry-related content to your blog, such as the “Your Car. Your Data. Your Choice.” campaign. Most consumers are not aware of industry-specific issues and how it affects them, so posting educational content can go a long way.
Update your digital repair order and ensure warranty information is legible.
Finally, whatever “image” you portray on your website, make sure the customer’s experience is beyond the website and is exceptional on each and every visit. Remember it is always about the value and relationship you bring to the table for every customer and client.
