Friday, 09 October 2020 21:28

Your Online Presence

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If you have OE certifications, or other industry-recognized qualifications, list them: If you are certified by an OE, are I-CAR Gold Class or ASE Blue Seal, chances are you worked hard and spent time and money getting there. Why not promote it? Customers will be looking for it.


Use contrasting colors for text: Make your site easy to read. White text on an almost all-white background is difficult to read. Black on white, or other contrasting colors, is preferred.


Don’t promote what the average lay person doesn’t understand: You might have just spent a pile of money for the latest whiz-bang welder or other piece of equipment and you and others in the industry might think it’s really impressive. But to the average customer, meh. It’s enough to say you have the latest equipment to handle any repair needs.


Use high-quality photos: Most people are very visual and photos are great. But make sure they are in-focus and not distorted.


Promote your own people: While we are on the subject of photos, seeing a before and after photo of a vehicle you fixed is OK. But how about photos of your most valuable assets, and the thing that makes your shop unique---your people?


Don’t confuse your customer: As far as potential customers are concerned, your shop exists to provide collision repair services and that’s what they are looking for. If you are involved in racing or some other extracurricular activity, and you want to mention it, great. But don’t let that coverage overwhelm your main message.


Keep “social” in social media: Social media, especially Facebook, is meant to foster two-way communication. For the 2.4 billion people worldwide who use Facebook, nothing irks them more than to not be able to leave a comment, or to have their comments or posting threads removed. This is sure to repel any potential customers.

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