Know-How Exchange : Website Critique

Dear Jerry,

"Keystone Auto Electrical Repair Shop can fix your truck or car".

Thank you! Let me tell you straight up that in terms of outlining a single, positive benefit, WITHOUT flimflam, minus the BS, and absent of any and all "need" of the never ending (and woefully pointless demand for something "catchy") YOU sir, have nailed it.

Well done. Seems pretty cut and dried to me: you repair power windows. And a lot more.

However, I have a few suggestions that you might want to chew on. Here are a few:

The blocks of text either side of your logo?

• Car Electrical Repairs

• Car Electric System Repairs

• Car Wiring Fire Repairs

and such like ...? (which, by the by, are all STELLAR)

... consider making each line of text into a clickable link,
a link that then takes your customer to a specific page on your site where you talk about their specific problem and how you can fix it.

Next up, the space being taken up by your logo? Consider using this VITAL real estate in another way—perhaps with a 2 to 3 minute video that outlines all the skills you have and all the benefits of doing business with you. The logo might serve you better as a slimmer heading at the very top of your page.

Third, the block of text top right (the duplicate of the one top left)? Consider replacing that box with an opt in form (such as the sort provided by Aweber for just $19 per month). You could use this form to offer subscribers preventative maintenance videos, or to send out discount coupons, special offers, updates on car and truck safety, and all kinds of useful stuff that benefits your customers and that keeps your name in people's minds.

Next, consider placing the text "Specializing in Truck & Car Electrical Repairs and Car Electrical System Diagnosis" higher up the page. The tag line "We Do It Well... It’s All We Do. Since 1979." is good, but it's not pulling as much weight as the text Specializing in Truck & Car Electrical Repairs and Car Electrical System Diagnosis". The latter point here is what you do. The fact that you've done it since 1979 is great, but for the average customer, WHAT you can do for them is a darn sight more important than how long ya's been doing it.

With me?

I don't believe in, nor do I give credit to what you might call "the hard sell". I tell it the way I see it and I hope I've given you something here that's of value.

If you'd like more advice (off forum) I'd love to sit and chat with you, one-on-one. I'm literally just down Rte 202 from you in Wilmington. If you'd like to connect, click my name at the top of this post and you'll find my e-mail address.

Again, great, great stuff. Direct response marketing at its best: tell people what you offer, tell people what it'll do for them, tell them what to do next.

Let me know if you'd like to connect. I know of another auto shop that you could refer work to and vice versa.

I hope this helps. Good luck to you and enjoy your Thanksgiving.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Initially (the first 10 seconds) I found it appealing: understood what you do, answered many questions quickly and built trust. As I looked at it further, my vision (as a late-model car owner) changed. Good comments from others.

As a independent "specialty" shop, I feel that you need to boldly differentiate your value from dealers. What is your prospect thinking / state of mind when they need electrical repairs?

This statement seems very important to me "We see customers who have been to many general auto repair shops trying to resolve a tricky auto electrical problem without satisfaction, their stress and frustration is evident. " Modern vehicles under warranty, or their trusted mechanic (initially) will be tough to overcome, but after that . . . . . . .

- No offer to encourage call or visit - "if we can't fix it - you don't pay",
- Do you offer towing? - dead battery, other problems
- Battery testing and replacement, terminals cleaned
- (How to use equipment installed in the vehicle?)
- Factory-trained - use OEM parts, doesn't void warranty?
- Why use Keystone over a dealer? Cheaper / faster?
- Work all makes/models of cars and trucks, commercial, owner-modified, custom and vintage cars, install new equipment?
- BBB accredited? Chamber of Commerce member?
- Guarantee - parts and labor?
- Emergency Saturday / Sunday / road service?
- Most repairs (parts and labor) covered by most extended warranty plans
- Loaner car / arrange for rental / drive to home or work
- Total Customer Satisfaction photo / text - move up - people want to FEEL satisfied with least inconvenience
- Not crazy about the "blood and guts" photos of cars dismantled. I appreciate the intent, yet would a surgeon show a patient with their intestines pulled aside to show their liver surgery?
- Comparison job: speedo repair at dealer $549 - Keystone $409
- Too much secondary information above the fold - address, duplicate "since 1979", and hours

Overall, not bad, yet it doesn't focus quickly on what is going to encourage a prospect to choose Keystone over other options.

I also feel that if you don't (or do) add suggested important information above, the site is still too busy for one page - too little white space. Add a second page.

We specialize in premium custom one-page / 2-page web sites for small businesses on a budget. Contact us through the profile if we can be of further assistance.

Sincerely,
Bob

I'm not an expert like the other posters above. I like your approach and would likely consider using your services. I clearly understand what you do, where you are located, and you give me reasons to trust you (years in service, professional affiliations, testimonials).

I concur with AdsValueBob's comments above, particularly telling me why I should use you rather than a dealer and breaking the information into multiple pages.