David and Glen from Ultimate Auto Care run a family- owned business that has been operating for over 20 years. Over this time the business has grown and acquired more locations. The business is now operating over seven locations.

The business has been operating with their existing website for 4-5 years. The site does accept bookings for the seven locations to an email address that is directed to the relative location.

Over the last year, the business has been focussing on getting Google Reviews from customers and currently has about 120, with the majority being very positive.

The business felt it was time to investigate a new website that was aesthetically better and functional, without being overly complicated.

The website needed to communicate:

• the full suite of services they provided to customers ie: air conditioning, diagnostics, wheel balancing & tyres, servicing all vehicle types particularly luxury cars;
• customers’ right to repair ie: customers have the right to have their car serviced by an independent repairer and this doesn’t void the car’s warranty;
• quality servicing not “cheap” servicing;
• online bookings were directed to an email that allowed for a date range for the preferred booking and to inform the customer they would be phoned back to book in;
• that customers are important even after hours and that phone assistance is available outside 7.30am-5pm;
• that cars can be delivered and returned to a preferred location from the seven sites;
• that the business is family owned and not a franchise;
• that different sites could be used where preferred booking dates were not available;
• all the Google Review content; and
• the seven sites would feature prominently as optional locations.

Whilst MTA Queensland does build basic ‘brochure’ websites for our members at a very discounted price, this website was more complex and had more specifications.

MTA Queensland researched and recommended two preferred suppliers to engage in briefing meetings to understand the scope and quote on the project. MTA Queensland facilitated separate hosting, photography and SEO options in addition to the web build scope.

The business is currently in the middle of deciding who they will engage for the web build project.

One year ago the business owners acted on advice to explore attracting new customers using online platforms. They were not overly confident about using Facebook or other social media platforms to do this, and were concerned about the effort required for doing this over seven locations.

The business began to focus seriously on Google Reviews. They employed a Customer Service Representative who would contact satisfied customers five days after they had a service on their car to request a Google Review. This has proven to be extremely effective in growing the Google Reviews and generating new customers with over 120 posted.

Glen said, “The business has received 13% overall growth due in part to the Google Reviews, but also to customer follow up, attention to detail, and a rock solid guarantee on all work performed.”

Since COVID happened in March 2020, the business has seen a 13% increase month on month.

There has been a significant attraction of new customers due to their favourable Google Reviews, which in turn has generated far more sales.

The business is in a difficult position as they are ready to expand into new locations but due to a massive skills shortage (shortage of skilled mechanics) they do not have the personnel to acquire new locations or take on a significant increase in work flow due to limited  capacity. When more qualified technicians are able to be employed, the work life balance will definitely improve.

The Google Reviews have replaced the “word of mouth” system, which is much more effective and it is free.

When Glen and David are able to overcome their skills shortage problem, they will be able to both acquire more locations, increase profits and achieve a better work life balance, underpinned by an effective website with online bookings for all locations and a growing library of favourable Google Reviews.

17 March 2021