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Your Website and Social Media Accounts are Broken! Why and How to Fix Them - Part 1

Barry Alt • February 12, 2024

In this day and age, Restoration, Performance, Race, and Restyling Shops can’t afford to have a weak online presence, so staying ahead is a must.

Your Website is Broken

With Smart Search Engines and AI on the rise, consumers using multiple electronic devices, and stricter government & platform compliance and regulations coming into play – your shop needs a robust, user-friendly, website and social media business accounts to keep up and stand out.


These are like digital shop windows where potential customers can check out your offerings, assess your expertise, and judge your credibility.


In fact, according to a Salesforce survey,
85% of consumers do some online digging before they make a purchase or use a service. Among the most-used channels for research are websites (74%) and social media (38%).


This is why ensuring your online presence is in tip-top shape isn't just important – it's absolutely vital.


We're here to help you spot the key areas where your online presence may be lacking, on both your website and social media accounts, to identify opportunities to improve them.


Rest assured – we'll also provide the solutions to these issues, empowering you to attract new customers, boost your brand's recognition, and maintain a competitive edge in the aftermarket industry.

Be Website Wise

BE "WEBSITE WISE"


With the advent of DIY web development platforms, building a website has never been easier. But we know from experience – just because it’s easy to do, doesn’t mean it’s easy to do it right. We’ve noticed that while these platforms provide most of the tools you need to build a decent website. Unfortunately some of them don’t explain how to fully use their web builder or how to avoid common problems. We’ve all heard the phrase ‘you don’t know what you don’t know’ – and in the web development industry, what you don’t know can lead to missing key elements that contribute to your web design’s success.


Even if you do decide to hire a web developer or marketing agency, we believe it’s still important to familiarize yourself with and take the time to address all the issues we’ve listed here.


Issue #1: START HERE - Neglecting your website & only focusing on social media

One of the most common website-related mistakes you can make is relying only on social media while neglecting your website – or not having a site at all. We see this a lot with people starting out in the automotive aftermarket.


Solution 

Social media can do a lot for your business – especially when it comes to growing your customer base and keeping them engaged – but it can’t do everything. Most likely, you’ll need a strong, clear, user-friendly website to carry out the bulk of your business online, from booking consultations to converting casual visitors into customers. An experienced web designer or web development agency who specializes in the automotive industry can help. Together, you can build and maintain the perfect site for your business, that goes hand-in-hand with your social media presence. 


Pro tip:
Strike a balance by using social media as a complementary tool to drive traffic to your website. Share project teasers, exclusive content, and updates to encourage your audience to explore your website for more information on your automotive aftermarket services.

#Issue 2: An incomplete site map

Before you or a developer start building your site, you need to understand what pages and content to include. We find so many sites that are missing key pages, making it difficult for visitors to find the information they need. Here’s a simple example of key pages we always start out with for an auto restoration or build shop:


  • Home
  • Our Services
  • [Service] 
  • [Service] 
  • [Service]
  • [Service]
  • [Service]
  • FAQs
  • Photo Gallery
  • Current Projects
  • Completed Projects
  • About
  • Our Facility 
  • Our Team 
  • Testimonials 
  • Careers
  • Contact
  • Terms of Use
  • Privacy Policy
  • Cookie Notice
  • Accessibility Statement

Solution

First, consider what people want to know when they search for your automotive aftermarket products and services. Plan to build your site so that it answers their questions and offers solutions to the problems they’re trying to solve. What would help them choose to work with you? An FAQ page? A gallery of builds you’re proud of? 

Pro tip: You can start building your website by creating a simple bullet list of the key things that you want your customers to know, and then make sure there are pages for these items built into your site map. And if you’re stumped for ideas or think you might be missing something, take a look at what your key competitors have on their websites. What seems to be working well? What might you want to avoid? Just remember: you don’t need to copy what anyone else is doing, but sometimes it helps to have a look around to see what may or may not work for you.

Issue #3: Missing or low-quality content 

Quality content (copy and images) is the lifeblood of any successful website, and a lack of it can seriously impact your level of perceived professionalism.


Solution

Think about the story that you're going to tell across your entire site creating great SEO rich copy for each page of your site. You should also consider adding a blog with step-by-step DIY guides, process demos, and showcasing successful vehicle builds. Enhance your site by including FAQs and detailed pages to offer valuable information to visitors.

Once you’ve loaded your site with valuable content, perform regular content audits to ensure accuracy, relevance, and proper grammar.


Pro tip:
Encourage user-generated content, such as customer reviews and testimonials, to enhance credibility and authenticity. Oh, and we mention blogs because they’re great for SEO (search engine optimization), helping your website show up more prominently in search results. One key thing to remember is that anyone could enter your site on any page. Not everyone hits your homepage first.

Issue #4: Lack of clear Calls To Action

Clear and compelling Calls To Action (CTAs) in your website text or buttons will guide your visitors toward the action you want them to take. Unclear CTAs may lead to confused visitors and missed opportunities.


Solution

Strategically position prominent CTAs and descriptive buttons at relevant places throughout the pages of your site. Ensure the language is concise, action-focused, and tells users exactly what to do next.


Pro tip:
Carry out A/B testing on different CTAs to find out which ones resonate best with your audience.


Issue #5: Neglecting Search Engine Optimization (SEO)

A lack of good quality SEO related content that informs the search engines about your products and services can make it extremely difficult for your audience to find your website.

I always say that Google does not care about your business, they care about their customers, the people using their search tools. Google’s goal is to provide the best possible experience to their customers by giving them the most accurate results to their search queries and if you’re not tell Google who you are or what you do by making sure you have great content that includes keyword phrases your potential customer search for Google will not deliver your business to your potential customers search results.


Solution

Make sure your website follows SEO best practices. This includes crafting compelling Title and meta tag descriptions for each page, using SEO-rich H1 headers, optimizing your on-site copy to include important keyword phrases and optimizing images with descriptive ALT tags.


Pro tip:
Regularly monitor your website's performance through tools like Google Analytics and Search Console. Adjust your SEO strategy based on these insights for best results.


Issue #6: No contact information or contact form

If you expect people to hire you, they’ll need a quick and easy way to get a hold of you first. Prospective customers should have easy access to contact information. If you’re missing this, it can leave them frustrated – and possibly send them on to a competitor's website.


Solution

Make sure your contact details are readily available on your website. Consider placing them in the header or footer for maximum visibility and accessibility. You can even embed a scheduling tool into your site like Calendly or Book Like a Boss.


Pro tip:
Include as many contact options as possible, like a contact form, email address, phone number, and even a physical address, if possible.


Issue #7: Missing or hard to navigate headers and footers

Other common stumbling blocks for website visitors are poor headers, and footers that aren’t properly formatted – or haven’t been included at all. These are two key features that elevate both the look and feel of your website and its ease of navigation. Leaving these items unaddressed can often lead to users feeling frustrated. 


Solution

Keep your website menu simple, use clear labels, and organize your content logically. Make it easy for users to find what they want without any hassle. We also always recommend linking your phone number in the header and making sure you logo is readable and looks great. And remember social media profiles? Put all those social media links down in the footer.


Pro tip:
Carry out user testing or gather feedback from your audience to identify any issues with your website’s look and feel as well as how easy it is to navigate.


Next Time

Check back as we address even more common website issues you'll want to avoid.


 Part 2   |  Part 3  |  Part 4

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
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