Croel: Car Count Down? Market Smarter, Not Harder

Is it true that collision shops need to market differently than other auto repair shops? Many shop owners wonder about this when business slows down. The short answer: not really. While the content of your marketing should reflect the unique services you offer, the strategy is nearly universal across all service industries. The fundamentals remain the same - it’s all about getting in front of the right people, at the right time, with the right message. 

Collision shops often fail to market effectively not because they don’t want to, but because they don’t know how to apply digital marketing tools to a business built largely on referrals and insurance relationships. Let’s dig into how you can start attracting more business with a proven, step-by-step approach tailored to the collision world. 

Why Collision Shops Aren’t That Different and Why That’s Good News 

When we compare a collision shop to other verticals in the auto repair industry, the main difference is the customer’s urgency and emotional state. Customers don’t typically plan to visit a collision shop - they’ve just been in an accident, or they’re dealing with insurance companies. That adds a layer of stress and uncertainty to the experience. 

But when it comes to marketing strategy, the rules are the same. Whether you’re doing oil changes, transmission rebuilds, or frame straightening, you still need visibility, trust, and an easy way for people to take the next step. 

Nine Steps to Build Your Visibility 

1. Get Your Google Business Profile Working for You

If you haven't yet claimed and verified your Google Business Profile, stop everything and go do it. This is the single most important (and free) piece of real estate you can own online. Once verified, optimize it: 

• Upload high-quality photos: Show off your shop, your team, your equipment, and before/after shots of actual cars your shop has worked on. 

• Add services: Use keywords like collision repair, auto body shop, paintless dent repair, frame straightening, and bumper repair. 

• Write a keyword-rich description of your shop. 

• Collect and respond to reviews: Respond to all of them. Thank the happy ones and address the not-so-happy ones with professionalism. 

This single action boosts your visibility when someone searches for a collision shop in your area, and it helps potential customers feel more confident in choosing you. 

2. Local Search Engine Optimization — The Unsung Hero of Online Marketing

Local SEO gets your shop to show up when someone searches “collision repair near me.” Beyond your Google listing, you should: 

• Submit your business to local directories like Yelp, BBB and Angie’s List. 

• Ensure your NAP (Name, Address, Phone number) is identical across all listings. 

• Use location-based keywords throughout your site and listings. Examples include: 

• “Auto body shop in [City]” 

• “Car dent repair near [ZIP Code]” 

• “Frame straightening [Neighborhood]” 

Consistency is key. Search engines reward accurate, clear information - and so do your potential customers. 

3. Build a Website That Works for You

Your website isn’t just a digital business card - it’s a conversion machine. Whether you build it yourself or hire a pro, your site should be: 

• Mobile-friendly and fast-loading. Over half of website visitors come from mobile. If your site takes more than 3 seconds to load or isn’t optimized for smartphones, you're losing leads. 

• Clear and Action-Oriented. Call to action buttons should be front and center. Strong CTA include: 

• • “Get a Free Estimate” 

• • “Book an Appointment Now” 

• • “Upload Photos for a Quick Quote” 

• Showcase your services. Be specific. Not every shop offers paintless dent repair or ADAS calibration. Let customers know what you do and what makes you different. 

• Build trust. 

• Include testimonials. 

• Create a before/after photo gallery. 

• Embed Google reviews. 

• Offer online booking. Allowing people to schedule appointments or request quotes online can dramatically increase conversions - especially if they’re searching after hours or during a stressful situation. You don’t want to risk losing a customer because they couldn’t reach someone by phone. 

4. Use Pay-Per-Click.Use Pay-Per-Click Advertising Strategically

If you’ve got the budget, Google Ads can put you directly in front of customers at the exact moment they’re searching for your services. It’s all about targeting high-intent keywords. Examples include: 

• “Car accident repair near me” 

• “Insurance collision shop [City]” 

• “Fender bender estimate [ZIP Code]” 

Maximize your ad spending with three best practices: 

1. Use location targeting so your ads only show to people nearby. 
2. Set up call-only ads for mobile users—great for capturing those in a rush. 
3. Track conversions - calls, contact form fills, quote requests. Know what's working. 

Even a $10–$20/day budget can go a long way when targeted correctly. 

   5. Don’t Sleep on Email Marketing 

Email isn’t dead. It’s still one of the best ways to stay connected with customers and bring them back or earn referrals. If you’ve got a customer database, start sending: 

• Seasonal check-ins such as “Is your car winter-ready?” 

• Referral rewards 

• Insurance claim tips 

• Promotions or service discounts 

If you don’t have an email list yet, start collecting emails with every transaction. You can also purchase geo-targeted email lists based on zip code. 

6. Own Your Online Reputation

Collision repair is built on trust and trust is built on reviews. Make reputation management a weekly habit: 

• Ask every happy customer to leave a review (via text, email, or a follow-up card). 

• Respond to all reviews, even the bad ones. A professional, polite response to a negative review often earns more trust than a glowing one. 

7. Use Social Media to Stay Top of Mind

Social media won’t always generate tons of leads, but it’s essential for brand awareness and staying in touch with your existing customer base. Be active daily with content including: 

• Post before and after shots 

• Share customer stories or testimonials 

• Highlight team members so your customers can see the people behind the tools 

• Offer car accident tips 

• Promote seasonal services or discounts 

8. Content Marketing - Yes, Even for Collision Shops

If you really want to stand out and build long-term visibility, start creating content that helps or educates your audience. 

Blog Post Ideas: 

• “What to do after a car accident” 

• “How to handle insurance claims after a collision” 

• “DIY dent repair vs. professional repair - what you need to know” 

• “What does frame straightening involve?” 

Video Content: 

• Time-lapse of a repair 

• Technician walk-throughs (“How we fix a crushed fender”) 

• Explainers on insurance claims 

These can live on your website, YouTube, Facebook, and TikTok. People want transparency. Show them what you do and why you’re the best at it. 

9. Build a Referral Program That Actually Works

Referrals are gold in the collision industry. Create a simple, trackable referral program: 

• Business cards with a referral line (“Referred by ___”) 

• Offer $10–$25 gift cards, a free car wash, or discounts on future services 

• Promote the program in your shop, on your website, and in your emails 

Pro tip: Feature customers who refer others on your social media or newsletter. People love being recognized and others will follow suit. 

Keep Showing Up 

Whether it’s your website, Google listing, social media, or email, marketing isn’t a one-time task. It’s ongoing visibility. The shops that thrive are the ones that stay active, responsive and willing to try new things. 

Remember, it doesn’t require a huge budget - you just need consistency, clarity and courage to get out there. Your future customers are already searching. Make sure they can find you.