CCC News & Insights

November 10, 2023

The Road to Success: Why Collision Repair Shops Need a Website

By: Heidi Harris, Director of Solutions Engineering

Imagine you're driving down a busy street, searching for a restaurant to have dinner. You spot two restaurants side by side. One has a beautifully lit sign, inviting decor, and a friendly host at the door. The other has a faded sign, peeling paint, and no one to greet you. Which one would you choose? Most likely, you'd go for the restaurant that offers a better experience.

In the digital world, your website is your restaurant's entrance, and the experience it provides is just as important. A well-designed website is like the welcoming, well-lit restaurant that draws in customers. It's a place where visitors can easily navigate, find what they're looking for, and feel comfortable.

In the 17 years I have been in the collision repair industry, the shift from word-of-mouth relying only on friends, family, and agents to a digital landscape that is focused on customer choice is one of the largest changes that has happened in the industry. A repair facility's digital presence and online reputation matter to the ultimate longevity and success of the business. 80% of customers research a business online before visiting in person.

Here are a few things your customers expect from a collision repair digital experience:

1. Supports Customers When and Where They Need It

In today's mobile-driven world, many people are searching for local services on their smartphones or tablets. This is especially true for people who've just been in an accident and are using their phones to figure out the next steps. Having a mobile-responsive website makes your shop accessible to a broader audience and more likely to attract and retain customers who prefer browsing on their mobile devices.

2. Faster Service

A website gives your customers the ability to contact you from anywhere, at any time. Your shop being closed for the day is no longer a good enough reason not to provide service. Give your customers a way to quickly schedule an appointment, request a photo estimate, or even get a repair cost prediction range to help advise next steps. You can provide contact forms and email addresses, allowing customers to get in touch with you easily. This helps you manage inquiries and appointments more efficiently, ensuring that no customer gets lost in the shuffle.

3. Easier Information Access

Your website acts as a digital brochure for your shop. This not only keeps your customers informed but also keeps your shop top of mind when they need your services. With a professional shop website, customers can easily find essential information, such as your location, phone number, hours of operation, and a list of services offered. This eliminates the frustration of searching for details on social media or sifting through multiple web search results.

4. Builds Trust and Confidence

A well-maintained website reflects your shop's commitment to professionalism and customer satisfaction. 75% of customers base a company's credibility on their website design. When customers see that you've invested in a pleasant online experience, they're more likely to believe that you'll provide the same level of care and attention to their vehicles. A website also gives your shop the ability to showcase your customer reviews. Show off the exceptional quality and customer experience your business offers.

A website isn't just a "nice-to-have" -- it's a "must-have" and a powerful tool that can help you thrive in the modern automotive industry, bringing you more new business and more opportunity in your local community. From increasing visibility and credibility to providing unmatched convenience and customer engagement, the benefits of having a website are endless.

So how does your shop's website stack up? If you need an easy way to get a professional-looking site in less than ten minutes, click HERE to learn more about CCC® Amplify. Using information from your existing CCC ONE profile, CCC Amplify's drag-and-drop tools means you don't need to know how to code. With a great-looking site, you'll be ready to guide your shop toward a successful future.