Marketing to Women with Your Auto Shop Website

Female-friendly websites bring in business.

At the Management Success! Fall Convention, female automotive professionals from around the country launched WE CARE—Women’s Excellence, Careers in Auto Repair Equality—an advisory board that will work to raise awareness of the auto repair industry as a viable career path for women as well as men. Another goal is to show how the auto repair industry has changed and continues to evolve. More and more often, women are running things behind and in front of the shop counter.

According to member and shop co-owner Lacee Cunningham, “we are dedicated to helping others by offering up [our] resources for career opportunity, training, and ideas.” One way the group can help you—as a shop owner—is by providing tips for marketing to women. And they’ll tell you, an important way to attract female customers is through your auto shop website.

Find out what women want—and then deliver it.

The auto repair shop is generally perceived as a male domain, but in fact, women request 65% of the service work done on cars and spend over $200 billion on new cars and servicing each year. Women also buy more than half of the new cars in the U.S. and influence up to 80% of all car purchases. Accordingly, it pays to find out what female customers want and need—and then deliver it.

When it comes to your website and your online presence, women are more likely to engage in social networking sites, such as Facebook and Twitter, and check review sites, such as Google and Yelp, before choosing an auto shop. Therefore, it’s important to respond to your reviews and engage your customers on social networking sites. Your happy female customers are likely to tell their friends and family members about your shop online.

In addition to having a fresh and attractive looking website, it’s helpful to include personal information about yourself and your employees. This makes you “real” to potential customers. Pictures and education points also establish your authenticity.

Make your mama happy.

It does take a little effort, but marketing to women pays off in the long run—with repeat business, future referrals, and an increased viable customer base. What a huge return! And all you have to do is “make your mama happy.”

Here are some websites we’ve designed for WE CARE members:

Aardvark Automotive

2nd-to-None Service

Knight’s Automotive Repair

Ultimate Truck Service

Equipment Experts, Inc.