By now even the most low-tech tire dealer knows that having a presence
on the Web is a necessary part of improving his or her business.
The
next generation of consumers has come to rely on the Internet as a
means of gathering tire information – from brands and features to
sizing and prices. And you’ve likely seen a customer come into your
shop armed with computer printouts, already set on making a specific
purchase.
Chances are you already have a Web site, which should
provide the basic services of helping area consumers to locate your
dealership and letting them know what brands of tires you carry. But
are you using your site to its fullest potential? An informative,
easy-to-use Web site can do wonders for a marketing campaign. Keep
reading for some Web site “must-haves” to enhance your shop’s image
using the Internet.
Back to Basics
You
don’t need music, video, animation or fancy graphics to promote your
business. Sure, those are extras that can be added if you have the
ability and resources, but for starters, a solid, general-purpose Web
site that offers key information will do. Think about the site you plan
to build – or your current Web site – and be sure it includes the
following sections:
• About Us: This is the place where you can
include information about your company’s history, a mission statement
or a customer care philosophy. To help customers get an even more
personal connection with your shop, you could also include a short bio
and photos of some or all of your shop’s staff. Include any training or
certification members of your staff have received, as well as local
awards, like a “best of” or “reader’s choice” honor goven by local
organizations.
• Locations: even if your dealership is a single
location, it’s still important to provide potential customers with the
address and directions to your shop. For multi-location dealerships,
it’s also a good idea to include a photo of each shop’s storefront so
customers who have never visited before know what to look for. In
addition to written directions, it’s also helpful to provide a map that
shows surrounding streets.
• Contact Us: In addition to an
address, phone number and the names of key customer service employees,
providing a form on your Web site that gives customers an easy,
one-step means of leaving feedback is a good idea. Leave spaces for a
customer’s name, contact information and question. The key is to gather
enough information to answer the customer’s question or resolve their
problem, while at the same time keeping the form simple enough so it
doesn’t scare people away. Leave them the option of getting a response
by e-mail or phone. Above all else, be sure someone on your staff
regularly goes through customer comments and answers any questions.
•
What’s New: Use this section to publicize any upcoming events you want
your customers to know about, including car care clinics hosted by one
of your locations, a local race or charity event that your shop is
sponsoring, or even meeting times for community organizations in which
you are involved. This page of your site should be treated like your
own personal public relations tool. Just be sure to update this area
often, since people will likely stop checking this section if the items
in it are outdated and no longer of interest.
• Services: In
this section, provide visitors with a list of the services your shop
offers. You may not want to include pricing, since this often varies
depending on the vehicle in question, but do include a brief
description of each service. Be sure to include any service that sets
you apart from your competition, whether it’s using premium parts or
offering free upgrades.
• Tires: Customers searching for a
particular set of tires will find it useful if your site lists the
brands of tires you regularly stock. Update this section often to
include any current specials or new products. It’s also helpful to
include basic tire care maintenance tips.
Going the Extra Mile
If
you already have a basic Web site but are looking for ways to drive
more traffic or stand out above those of your competition, consider
adding features like video, an events calendar and printable coupons.
Aim for thorough and informative rather than flashy, and avoid crowding
your page with too many graphics and photos that will take too long to
load.
Grab a digital camcorder and film your techs going over
car care basics like how to check fluids, maintain tire pressure and
change a tire. It will take a little time and know-how up front, but
once the videos are cataloged and posted to your site, it will
reinforce for visitors that your staff are experts in the field. In
addition to more Web site traffic, this will also drive added foot
traffic to your shop.
Consider this idea to really make your
shop stand out: install “webcams” in your service bays so customers can
use their home or work computers to check on their vehicle while it’s
being repaired. Unfortunately, the automotive repair industry is one in
which consumers are often mistrusting. By being able to log onto your
Web site and watch the techs perform work, you’ll be able to gain the
complete trust of customers. Plus, with such a unique service, you’re
sure to gain positive notoriety by word-of-mouth advertising.
Offering
a handful of customer testimonials is another way to help build trust.
For people who are new to the area, or who are unhappy with their
current tire and automotive service provider, seeing the positive
feedback from your customers will boost your shop’s image.
To
make the testimonials meaningful, include a picture of the customer who
is being quoted. Also, provide specifics – numbers, dates, car makes
and models – to add a sense of realism to the testimonials. Choose a
small but diverse group of customers to use for the testimonials in
order to connect with as many people as possible, and of course, always
get their permission first.
To help build a more personal
connection with customers, try building a blog – or “weblog” – into
your site. Updated daily, weekly, or as often as you have time, this
will help customers get to know you, as the owner. Blog topics can
cover just about anything – from shop news to challenges you’ve
recently encountered with a customer’s vehicle to common repair
practices. Be sure to inject a bit of personality into your entries to
keep readers interested.
Also, consider a “frequently asked
questions” or “question and answer” section for your site. If you don’t
get many questions from visitors you can make them up yourself, based
on topics that would be of interest to the average consumer. Include
not only vehicle service and tire-related subjects, but also questions
about your business. Questions like “What special services do you
offer?” or “Will I be provided with a ride to work?” can help you
emphasize these perks to your customers.
Some other additions to
consider include a calendar or special events section, an automotive or
tire terms glossary, printable coupons, a list of current job openings
or an employment application, tire and wheel fitment guides, an
appointment scheduler, plus a form for service estimate requests.
Make
sure your business is listed on all of your tire suppliers’ Web sites
under their dealer locator tools – linking directly to your suppliers’
sites will send new customers your way. Also, be sure to leverage any
co-op programs offered by your suppliers. Most tire manufacturers offer
a basic Web page template you can use to create your own virtual
showroom.
Remember, however, that basic sites linked from your
suppliers’ locator systems will only show the suppliers’ lines, not
your entire product offering. If you want a site that showcases all of
your products, you’ll have to create it yourself. That means finding a
local provider or using one of your suppliers’ Web developers.
Once
your site is up and running, it may be helpful to set up a schedule to
update it. For example, updating the events calendar monthly, the
“what’s new?” section weekly and the blog section every two or three
days will ensure you are regularly adding fresh content without letting
maintaining your site take up too much time every day.