One of the first questions shop owners want to know when they call our company is: How much does an auto repair shop website cost? Although this is a very difficult question to answer, I will try to do my best here to explain some general pricing guidelines.

The purchase of a website is much like the purchase of a vehicle or even a house. With so many options to choose from, price ranges can vary drastically. Just as a Toyota Camry can start around $20k with just a base model package, the cost can quickly increase to well over $30k once a buyer adds such items as power windows, CD player, all-leather interior, chrome finishes, built-in GPS, etc. Maybe you travel long distance and a hybrid vehicle is better suited to your needs. Worried about power and performance? Upgrade to a V6 for an extra few grand. You get the point, right?

Considering that the average American sells or trades in their vehicle within the first 5 years of purchase, why do so many buyers still concern themselves with these possible upgrades? The answer is because most people understand the importance of getting what they want the first time so there are no regrets down the road. This is known as buyer’s remorse, and it most definitely applies to your website as well. Because your website is going to be your business’ primary point of contact for your potential auto repair customer, it is important that you choose your needs carefully.

When a visitor lands on your auto repair website, you only have a few seconds to capture their attention and ensure they stay long enough to decide if your auto repair shop can service their current needs. Here is a list some of the most common elements added to a website, all which can affect the total cost, as well as how effective a platform it will be to attract visitors, and convert them into qualified leads.

  • Responsive (Mobile Friendly)
  • Modern Logo
  • High Resolution Images
  • Hours of Operation
  • Clear Calls to Action (Phone Number / Contact Form)
  • Social Media Integration
  • SSL Certificate (Trust)
  • Testimonials
  • Service Pages
  • Map / Get Directions Link
  • FAQ’s
  • Appointment Scheduling
  • Google Analytics
  • Blog/Resource Center
  • Good Hosting (Security + Fast Loading)
  • Business Email Addresses

This list can go on and on depending on your auto repair shop or collision center’s immediate needs. Don’t be overwhelmed with the choices, either. Your web design agency should consult with you regarding what other successful local business sites utilize, what your shop currently has that is working or not working, and even what can be added down the line as you grow. The good thing about a properly built website is the fact that adding on new features should not be too costly or time consuming if designed properly from the beginning. Therefore, it’s so important to not rush your choice in web designer. I’ve seen plenty of shop owner’s rush into this decision just to save money upfront, or get a website up “just to have one.” This decision could cost you 10’s of thousands of dollars every year, and tarnish your brand’s integrity. Take it seriously.

How platform choice affects the cost

When a customer approaches us for either a new website or website redesign, platform choice is a key factor is final costs. While most auto repair shop owners are looking for a solution that won’t add more work to their plate, others may have a staff that will require access to the new website to update pricing, upload photos of vehicle repairs, change coupons out, etc. For this particular need, a Content Management System or CMS would be the way to go. At ShopPulse, we put the bulk of our customers on our proprietary platform, whereas the shop owner need not worry about changes themselves, or having to redesign their site 12 months from now, or pay for every little addition they think of. Essentially, we create constantly evolving websites, built by shop owners. If we are tasked by Classic Auto Collision to build a before and after gallery, we then approach you with what we did, how it affected the website, and ask if you wish to have the same feature on your business website. For the purpose of this article, however, let’s keep the topic on pricing.

How hosting affects website pricing

We’ll keep this one short, as you as the business owner shouldn’t concern yourself with servers or bandwidth or megabyte schmegabyte. All you need to know if in this day and age, your website needs to be fast and secure. Although you are the decision maker, it is the job of the web designer to educate you on different pricing levels and benefits. Don’t be alarmed, for a standard website such as your auto repair or body shop, we’re only talking a matter of a few bucks a month more here and there, but ultimately you need to know there IS a difference in hosting providers. We can certainly advise you on some providers we know to be perfect your small business website, and we also offer hosting solutions with each website we build. The most important thing is you choose the right solution for your needs. Think of it as the difference between factory and after-market parts for your customer.

The Bottom Line on Pricing

I wish I could have answered the pricing question more specifically, but hopefully you now understand how many factors are involved when a website designer prices your project.  You should always be thinking long-term value over upfront savings. An efficient website should be bringing you qualified leads 24/7, and help your brand stand out from the competition. If you have any specific questions regarding pricing, or even if you are considering a few options from other agencies and want a third-party’s opinion, I’m always available to speak to business owners and give them a helping hand. Don’t hesitate to reach out and connect with me if you have any questions or concerns about how much an auto repair shop website should cost. I hope this helped… good luck!

Ryan Lamothe

CEO, ShopHawk 

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