Many body shop owners have been seduced by the idea of having a free website while their competitors are dropping major bucks on their sites. They see a commercial on TV from services like wix.com, web.com or myfreewebsite.com and they get all excited at the thought of saving a ton of money. But they never question why it's free in the first place. Haven't they learned yet that when you save money you also risk sacrificing quality? You buy a cheap paint and you need more coats to paint the cars. You buy inexpensive tape and it doesn't always adhere properly. It's Common Sense 101, yet I see a lot of free body shop websites out there and I always find it both surprising and disturbing.
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In marketing, it's always a good idea to mix it up and change your approach every once in a while. Maybe take your efforts out of social media and use direct mail or billboard advertising, for example. Some shops will do print ads only during their slow times and then drop out when they get busy. Other shops, however, have been sticking with the same old marketing techniques for decades because they still work, but how will they continue to perform in today's ever-changing world of marketing? If you're still advertising in the yellow pages or putting flyers on cars in parking lots, it's time to make some changes and now is the ideal time to do it.
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