Even if an auto body shop’s Facebook and Instagram pages crash, its online business presence must stay on track.
Think it’s highly unlikely the social platforms could hit a brick wall? Accidents do happen. The most recent being this spring on March 5, 2024, when both Meta vehicles stalled for more than two hours.
So shop owners will want to be certain that potential customers with immediate collision repair needs can locate them online -- quickly and through a simple, direct route. According to Daniel Burkholder, founder of BodyShop Marketing, based in Miami, Oklahoma, that route is your website.
A reliable vehicle
The market expert says that with a business website that runs consistently – one that’s fast, mobile-responsive, and contains all the necessary information – your shop is always ready to roll.
“Professional business websites and Google business profiles are vital for auto body shops to grow and dominate in today’s market,” as Burkholder puts it.
Social media pages, like Facebook and Instagram, are rented platforms in comparison.
“Your website is something your shop can own, and you can build a lot of strong assets and content there,” he stresses.
The idea is to speak to your customers where they are – and right away when they need you.
“If you are a collision repair shop, then speak to someone who has just been in an accident,” Burkholder says. “If you are a restoration shop, then speak to that person who is looking for the perfect shop they can trust with their baby.”
Even though large corporate chains may have the benefit of their own marketing teams to maintain a website that ranks well on Google and Google Maps, sometimes the smaller independents have the unswerving personal connection – referral-based and highly trusted.
“There are many benefits to being an independent shop, such as connection to community,” as Burkholder puts it. “There’s a large element of people who like to visit a local family-owned business. That’s kind of a movement.”
Top tools
Automobile marketing specialists like BodyShop Marketing can give independent businesses the same tools the big chains use to generate online visibility.
“We can develop a fast, mobile responsive website that loads quickly and looks friendly,” Burkholder notes.
Some of those tools are blogs and other content creation, pushed out onto the web like press releases, that improve website rankings and push independent shops near the top of prospects’ online searches.
“We can also generate Google reviews by sending texts to customers who just got service,” he adds.
Marketing specialists can also help independent shop owners decide on the best overall online approach for their individual auto body business.
“If you are in a town of 3,000 people and there are two small auto body shops in town. spending a ton to rank No. 1 on Google is a waste of money and time,” Burkholder notes as an example.
But if an independent shop has a good deal of square footage, like one Burkholder works with that has 100,000 square feet and employs 45 people in a town of about 16,000, they may need a larger customer base that reaches beyond their hometown.
“So, we are building an aggressive online strategy to help them dominate the 100 miles surrounding their shop,” the marketing specialist says.
High-performance components
The smoothest running websites will give customers exactly what they need. Warranty information and clear communication about services are several examples that Burkholder gives.
“I would also mention that you work for the customer and not the insurance company,” he advises. “Onsite rental – ‘keys for keys’ – can also be a great feature to highlight.”
Some customers who visit your website will care about your certifications, the marketing specialist notes, and so that’s another good thing to include.
“Some will have done a great deal of research and will want to know about your equipment,” he suggests. “Make it clear you use only new OEM parts and follow OEM procedures.”
Marketing co-op funds can sometimes be available from certain vendors whose supplies you rely upon, which is worth checking into. For example, a paint company might help pay for a body shop’s marketing if the business uses their brand.
A surefire component to add to any shop's website is customer reviews, which provide visitors with social proof of a business’s competence and reliability. These reviews – along with all other profiles posted on a shop’s site – should be optimized with main keyword phrases that help customers find you online.
Top keyword phrases include terms like “body shop,” “auto body shop,” and “collision repair.”
In addition, Burkholder notes, “I think a great ‘About’ page is good to include, and that’s where you can tie community into the website.” As part of that page, shops are advised to emphasize selling points such as the fact that they’re locally or family owned.
The marketing specialist also suggests creating and maintaining a Facebook page, as a reinforcement to a body shop’s website.
Something else that’s critical to remember: information on a shop’s website and social pages will be most effective when it’s fresh and relevant.
“To build authority with Google, you need to keep creating content for your website,” Burkholder stresses.
Forward momentum
Even though they’re clearly critical to a business’s success, the marketing specialist says websites aren’t always front-of-mind for body shop owners.
“A lot of businesses have been very busy the past two to three years,” Burkholder states. “But now when they’re busy is a good time to do the marketing, instead of waiting until it’s slow.”
While it may be tempting for a body shop that’s slammed to focus on social media as its go-to marketing maneuver, that’s not always smart.
As the marketing specialist drives home his point: “When a shop owns their website, they can build a lot of strong assets and content there. So, even if Facebook goes black, they still have a very strong online presence.”
