At one time, getting your business listing in the Yellow Pages was a necessary step toward building a successful local business. Things have changed a lot since then. Now, a business needs an online presence and a solid digital marketing plan to remain competitive.
The five steps outlined below form the basis of what we use to bring more tickets at higher average values to our auto repair shop clients. If you put these basics into practice, you’ll give yourself a competitive edge over other shops in the area.
1. Develop a Basic Keyword Strategy
Keywords are the phrases that potential customers will type into search engines like Google and Bing when they’re looking for products, services, or information. Understanding how to use keywords can help you boost your average ticket value.
Imagine you’re an auto mechanic based in Boston. Someone who’s having car trouble in the Boston area is likely to search for “best auto mechanic in Boston,” making this a good keyword for you to target. If someone is searching for the best auto mechanic, they likely care about quality and may be willing to spend more money to get that. To increase your average shop ticket, you want to target more than just any customer. Instead, you’ll want to target the right customers.
In addition to using words that indicate a willingness to spend a lot of money, like ‘best,’ you can target your keywords to your highest dollar services. This strategy will draw in people who are in need of those high-value items.
Numerous tools and techniques are available to uncover valuable keywords. You can start with your own instincts or gather insights from other sources. For more advanced results, tools like Google Keyword Planner or SEO platforms like Moz and Ahrefs can provide great data to guide your choices.
2. Search Engine Optimization
Search Engine Optimization (SEO) refers to optimizing your site so it shows up high in search engine results. SEO can be an intimidating topic. There are entire courses built up around learning it, put out by some pretty technical companies. There are also a lot of companies who want to make money by charging for this prized information. They’ll make the topoic sound as technical as possible to show their value to potential customers.
The reality is that while SEO can be extremely technical, there are also a lot of really simple things you can do to get your site ranking above the competition before considering the more advanced techniques. You’ve already completed the first step by picking some great keywords that high-value customers are likely to be searching for.
Here are the other basics you need to know:
- Integrate your keywords into your website’s page titles, meta descriptions, and content. For instance, a page title like “Joe’s Auto Repair | Boston’s Premier Auto Mechanic Since 2007” is an excellent, SEO-conscious choice.
- Guarantee swift website loading times and optimal functionality on mobile devices. Search engines don’t want to send users to slow-loading, poorly-designed sites.
- Secure your website using HTTPS. Websites without proper security measures won’t rank highly.
- Set up Google Business Profile featuring the same business name, address, and phone number that’s listed on your website.
3. Create and Optimize Your Google Business Profile
Creating a Google Business Profile isn’t just for SEO. As a local business, your best shot at free marketing is showing up in the top Google Maps Rankings. This will only happen if you have a Google Business Profile.
Creating and verifying a profile is the first step. But don’t stop there. To make the most impact, fill out all of the optional information as well. This includes your hours, a description of your business, some photos, etc. Take care to make a great impression here.
Your completed profile will always show on the right side of search results when someone searches for your business by name. Like your keyword choices, your Google Business Profile should highlight your high-value services.
4. Collect Reviews
Now that you have a Google Business Profile set up, you’ll want to start collecting reviews. Potential customers will judge your business by the reviews they see on your profile. You want them to be positive.
The best way to get reviews is to ask for them. There are several ways to go about this. The most straightforward way is for your front desk person to ask customers to leave a review as they close the transaction.
A more effective way is to send an email the day after a customer’s service appointment or put a QR code or NFC card at the front desk. These options make it easier for the customer to quickly get to the review site.
Regardless of how you get them, having plenty of positive reviews on your profile will help convince discerning, high-value customers to do business with you.
5. Provide a Good Online User Experience
Search engines don’t want to send their users to a site that will give them a bad experience. Nor will customers trust a company that runs such a site.
Think of how frustrating it’s been whenever you’ve encountered a website that didn’t look right on mobile or took too long to load. You don’t want your customers to associate that frustration with your business.
Instead, you want them to browse your site and find out about all the services you offer so you can become their go-to for all their car repair needs, increasing ticket size and volume.
Here are some things to look out for:
- Check that your website is free of 404 errors and broken links.
- Ensure your site is mobile-friendly and quick to load.
- Make sure navigation is easy and intuitive for users.
- Eliminate friction. Present useful information up front and don’t make users have to click too many times to get what they need.
Hiring a professional SEO expert can increase the usability of your site and improve conversions. But if you keep these first steps in mind, you’ll be off to a great start on your own.
Closing Thoughts
The tips listed above are tactics we’ve used to successfully provide results to our customers for years, so we know they work!
Although there are areas where we may go more in-depth and lean heavily on our knowledge and experience, the basic strategy outlined above provides the framework for what we do for auto repair businesses across the country. With time and energy, these steps will get your phone ringing just like they do for all our clients.
If you’ve already done the basics outlined above and are ready to take the next step or just want an expert to handle SEO for you, feel free to reach out to us. We’ll gladly provide you with a free consultation, answer your questions, and develop a customized marketing plan for your shop.
