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Why Ignoring Your Shop’s Online Presence Is Costing You Money

Barry Alt • April 2, 2022

Is your website struggling to bring in fresh leads? Are people finding it difficult to locate your automotive aftermarket shop online? This might be because your online presence is lacking.

Why Ignoring Your Shop’s Online Presence Is Costing You Money

Get People To Your Site For FREE


In our last article we talked about
Why Ignoring Your Website Is Costing You Money. This month we’ll be discussing what you’ll need to do next once you have that shiny new badass website for your shop. 


Let’s start by going over short review of some key posts to remember for that badass website.


Is your website struggling to bring in fresh leads? Are people finding it difficult to locate your automotive aftermarket shop online? This might be because your online presence is lacking.


If your online presence is failing you, then now is the time to ramp up your strategies before it starts to cost you even more money than it already has. 


Your online reputation is essential for your growth as a business because your audience relies on online research to make informed decisions about purchasing goods and services. If your reputation is poor or you don't have a positive or a very limited online presence you could lose out on clients.


Now, you might think that you don't really have an online reputation so what does it matter? But if you're online, your website is online, and you advertise your services online, you already have an online presence. You're just not aware of it, which is a big problem. 


To help improve your online presence, you need to start with your website and your site should:


  • Represent your work
  • Give an excellent first impression 
  • Have up-to-date content
  • Be accessible 
  • Be professional looking 
  • Be easy to navigate on all devices
  • Have updated security
  • Be user friendly 


Today, we're going to show you what you can do to improve your shop's online presence. Stop wasting money on a website that doesn't get you the leads you're after and start attracting more qualified leads! 


Make your audience aware of who you are


This is the first part of the Customer Engagement Lifecycle. When somebody's looking for information on a service, they're going to search online. If you don't have an excellent online presence - then they won't be able to find your business or the information they're looking for on your site. Instead, they'll head over to your competition to check out their services. 

Customer engagement lifecycle

If you want to rank at the top of the search results and become a prominent presence online, you have to start making changes. You’ll need to start the next step by getting in front of eyeballs. Otherwise, your well-crafted website will just sit there gathering dust.


Without a solid online presence, your audience won't know who you are or where to find you. It doesn't matter how fantastic your website is. If your audience doesn't know who you are, how do you expect
them to find your website?

Start by getting in frony of eyeballs

Visibility and awareness is key to improving your digital footprint, and the best way to enhance your digital footprint is by:


  • Enhancing your Google Business Profile (previously Google My Business)
  • Updating your online citations (listings)
  • Setting up social media accounts that your customers follow
  • Using email marketing 
  • Getting high-quality backlinks from trustworthy sites*
  • Engaging with people in the industry


*A backlink is an incoming hyperlink from one web page to another website. The more quality backlinks you have pointing back to your site, the more popular it will be in Google's eyes.

Visibility and awareness are key

Google Business Profile and your online presence


Local citations are any mentions of your business's name, address, or phone number online. Citations usually include listings on local business directories, comments on industry websites, or mentions on social media platforms. 


DEFINITION | Citations = Listing


A local citation is any online mention of the
Name, Address, and Phone number of a local business. They include local business directories, websites and apps, and social platforms. 


Citations help internet users discover local businesses and can also impact your local search engine rankings and it also helps build trust.


Let's take a look at a few of the improvements you can make in closer detail so you can figure out exactly how to enhance your online presence and get more high-quality leads through the door. 


Citations are a great way to boost your SEO Search Rank, and help get discovered by prospects, and improve your online presence so you can demonstrate how badass your services are.


The most popular and important citation to get a hold of is your Google Business Profile or, as it was previously known, Google My Business.


Google Business Profile examples

google my business

When we conducted our research into automotive aftermarket performance, restoration, restyling and race shop websites, we learned that only 60% of shops had actually claimed their Google Business Profile!


This was unbelievable! It meant that almost 40% of shops still hadn't availed themselves of this free marketing tool that would help improve their SEO ranking and enhance their online presence. 


Google Business Profiles are an awesome way to get noticed online by your audience because it pushes your shop to come up in related search results.
96% of local businesses are viewed 25+ times per month when they have a Google Business Profile set up. 


Start getting more high-quality leads to your business by setting up or updating your Google Business Profile today!

Google my business stats

The importance of social media to your online presence


I'm not sure if you've noticed or not, but there are a lot of people on social media these days -
3.6 billion people, to be exact. With that many people scrolling on Twitter, interacting with Instagram, and checking out the latest post on Facebook, you'd be mad to miss out on this marketing opportunity. 


Social media is an essential tool for improving your online presence and getting noticed online by your target market. 


We found that 88% of auto performance, restoration, restyling and race shops did have a social media presence, which was fantastic. However, our research still noticed that 12% of the shops we surveyed didn't have any social media presence at all. 


Social media is vital to your online presence, so if you haven't set up your social media, now is the time to do it. 


Find out which social media platform your audience favors and set up an account on it. Update it, optimize it and start posting regularly so you can get noticed by interested potential clients. But keep in mind that if you're going to use social media, it’s very important that you post on a consistent basis. When was the last time you visited a business Facebook or Instagram page and the last post was years ago? I know when we see that we wonder if the business is still actually in business.


Social media is another free marketing tool that you can use to reach so many people online. Plus, by int
eracting and engaging with your audience and the industry, you'll be able to boost your online presence and get more people interested in what you do. 

Social media presence stats

Why do blogs help you improve your online presence?


Did you know that blogs can help you get 67% more leads every month? That's a whole lot of leads to be missing out on if you're not writing regular blog posts for your shop. 


Blogs are terrific for educating your audience and positioning you as a knowledgeable company within the auto restoration industry. 


12% of shop websites didn't have an updated blog but if th
ey did have a blog and were updating it regularly with valuable and relevant content, their website would rank higher on the search results.

The higher on the search results you rank, the more likely people will see you, open your blog, and consider hiring you to upgrade their vehicles. 


People like to feel comfortable with the shops they work with, and by showing them you know what you're doing, they'll be happy to work with you on their next restoration project.

If you want help implementing any of the campaigns and strategies we've talked about today, then give Motorhead Digital a call to start enhancing your online presence today. 


Get in contact with our team of experts today to stop wasting money on a fantastic site that doesn’t get noticed online. Let us handle everything for you and get your shop seen by all the people that matter. 


Check out our last article in the series
Why Ignoring Your Website Is Costing You Money

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. 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