One of our first clients was an auto repair shop (Name and details of the client are concealed) with 15 years of service on Toronto’s market. Their business survived all these years with word of mouth attraction and clients who were able to notice them from the road. But for the last 2-3 years, they had noticeably less new clients than before.
Business Case Of An Auto Repair Shop
Type of business: Auto repair shop.
Location: Finch Auto Centre building complex in North York (Toronto), ON; a few similar businesses are in the neighborhood.
Main Services: Range from regularly scheduled maintenance and oil changes to safety inspections, 3D wheel alignment, computer diagnostics, A/C system service, and repair.
Initial online presence: Simple company website and registration on Google Maps.
After a meeting with the client, where we discussed existing business issues; gathered information about the business and its competitors; analyzed its digital presence, and defined client’s needs, requirements and expectations; we prepared a list of main problems and agreed on using the “Advanced” package to solve them.
Digital presence problems:
In the description of their website, the name “Auto Center” was used instead of “Auto Repair Shop”. As a result, people who were looking for a repair shop online were not able to find our client and went to their neighbor-competitors.
Solution: We corrected and completed descriptions of the company profiles online using relevant keywords.
Unattended customer’s reviews
Five out of 17 negative customers’ reviews were neglected by the company. For potential customers finding a negative review that was ignored by the company, results in calling its competitors and using their services.
Solution: We worked with customers’ negative reviews and did our best to change the first impression of the service. Plus, we have created a strategy on how to work with negative feedback in the future and how to motivate clients to leave reviews about the service.
Narrow digital presence
The company had a very limited online presence (Google Maps and a website). So, a lot of car owners were not able to find it on other online platforms like Yelp or Foursquare.
Solution: We created 17 new profiles for the company on other online platforms (Bing, Yahoo, Yelp, Yellow pages, etc.).
The website issues:
Company’s website was not optimized for mobile devices, which made it hard to use it on a smartphone or a tablet. The last update of the website was in 2012, which was stated at the bottom of the site. For a potential customer, it means that the company may be out of business or that its services are not reliable. The general look of the site was not appealing to clients and was not attracting potential clients to read its content.
Solution: The website was rebuilt on the free WordPress platform and redesigned using a free template. Which solved all the problems listed above and gave a modern look to our client’s business.
There were no keywords determined and used to meet potential clients’ searches online. No on-page SEO was made (no titles, tags, links, etc.)
Solution: We analyzed search trends and competitors’ websites, to find keywords that potential customers use in their search for Auto Services. After that we used them according to SEO rules in the content, titles, and images, to increase the ranking of the website on Google.
The website didn’t have any analytics code setup. And no information of user behavior on the website was collected.
Solution: We set up Google Analytics code on the website with a goal to track user activity and traffic sources. To improve in future digital marketing activity.
Photos and Images
Photos of the business location posted on the website were made form the inside of the building, making it hard for customers to find it among their competitors.
Solution: We took pictures of the business location from both inside and outside and uploaded them to the website.
The website had a very short and incomplete list of services that business was providing; no prices were posted or car manufacturers they specialized on.
Solution: After the discussion about the services with a business owner, we analyzed them, compared to what the competitors offer and updated their description on the website. We also provided price ranges for some basic services, so clients could understand the pricing policy of the company.
After several months since all these changes were made, our client’s company started to receive questions about its services by email and number of phone calls from its potential customers increased by 35%. That was not a huge increase, but gradually the number of new clients, especially younger car owners, started to grow. After three months, we checked our client’s Google Analytics, and the majority of users on its website came from search engines and map services.
It took us about two and a half weeks of hard work, but we helped our client’s business to stand out from its competitors in Toronto.