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Your Shop — On The Go

Barry Alt • November 24, 2021

The importance of a mobile-ready website.

Over 40 percent of aftermarket shop websites aren’t mobile-ready. Is your site one of them?

It can be tough to keep up with the changing times and promote your shop online. One thing that doesn’t change is the need for a mobile-ready website. Our recent research of over 450 aftermarket auto restoration, performance and restyling shops online had some surprising revelations: over 40% of shops don’t have a mobile-ready website - which is truly shocking.


Having a website is excellent, but so many people are accessing the web from the comfort of their phones these days. Based on data compiled by Statista, in 2021 83% of the U.S. population uses a mobile device to access and search for products and services on the internet, and it's expected to be 87.66% by 2026. So having a mobile-friendly website is incredibly important - it can be the difference between signing on a new project or losing them to the competition.


If you’re a shop owner and your website doesn’t work well on mobile, then you could be losing out on new clients.


Why Mobile-ready?


There are many reasons why you should make sure your website is mobile-ready, not just to make it easier for your customers to access your site, but also to ensure that you always look professional. 


A mobile-ready website tends to have more page views per visit, plus it has a lower bounce rate, which basically means people spend more time browsing on your site and learning more about your products and services. 


Mobile devices, such as phones and tablets, are also often used for researching products and services before a consumer decides to commit. So before they even consider working with you, they’ll check your website to see what your company is all about.


We’ve spoken to a number of shop owners over the years and they tell us that they get most of their work via referrals. While that’s great, you can bet the majority of those referrals will almost always check out your site before committing to a product or service.


Your audience will want to see what each shop offers, as well as the products and services you offer so they can make an informed buying decision. Sometimes it’s just way more convenient to browse businesses on a mobile device than on a computer. 


Prospects can browse while working on their project in the garage or while at a car show when inspiration hits. Having a mobile ready website means that when a client sees your work at a show, they can find you easily on their phone and learn about the company behind the badass ride they're looking at. 

Chart of Mobile Device usage in the US 2021 to 2026 for Mobile Website Design

More often than not, people will use their mobile phones to have a quick scan of your website to make their minds up and then switch to a desktop to contact you. 


Pro Tip:
If your website isn’t mobile-friendly, your users might not even be able to find you on Google. This is because Google ranks sites that are mobile ready higher than those that are not mobile ready or poorly designed.


Are You Already Mobile-Ready?


The easiest way to figure out if your website is mobile-ready is to view your site on a smartphone or iPad device.


Does it look alright on your phone, or is it cut off? Do you have to zoom in to read the content? Is the text hard to read? Are the buttons or links challenging to click?

Photo of a phone with text 40% of websites aren't mobile ready

If so, there’s a good chance that your website isn’t mobile-ready, and you could be losing clients because of this. 


If you don’t trust your judgment, you can always ask a friend to take a look at your website for you. Google also offers a free service where you can
test your website to see if it is mobile-friendly.


It’ll tell you if your:


  • Content is wider than the screen
  • Links are too close together
  • Text is too small to read
  • Videos play okay 
  • Images are readable 


We recommend figuring out if your website needs updating as soon as possible. The quicker you make your website mobile-friendly, the fewer potential clients you’ll lose. 


Pro Tip:
Having a mobile-ready website means having a website that loads quickly so make sure that your website loads within 3 seconds. 53% of mobile sites are abandoned by users if they take longer than 3 seconds for the site to load.


Maximum Effectiveness


If your website isn’t mobile-ready, then you’re going to end up losing customers; that’s just a fact. But having a mobile-ready website doesn’t just improve your chances of retaining customers. It also has a lot of other benefits too. 


Here are five more benefits of having a mobile-ready website: 


1. Customers Come Back for More


If people can easily access your website from the comfort of their phone without any stress or issues, then they’re going to revisit your website. They’ll regularly check on your site to see if you’ve added anything new or to check out your latest projects. 


It’s easier for them to search for you on their mobile device from anywhere than turn on their laptop or desktop. So if you provide them with a space to see all your work from their phone or tablet, they’ll have no issues finding you again. 


Pro Tip:
80% of smartphone users will buy from companies with easy-to-navigate mobile sites. So, by giving them a mobile-friendly website to view over a complicated one, they’ll stay on your site longer and they’re also more likely to work with you.

2. Reduced Bounce Rates


People will leave your website quickly if it looks terrible on their phone. They’ll leave if they can’t read your text, view your images, or navigate your site with ease. 


If your website looks great on small mobile devices and your user doesn’t need to zoom in to read your text, then they’ll stay on your site longer, and even watch a video, read some of your blog posts, browse more of your products or check out your projects galleries. 


Navigation also has to be easy on mobile; otherwise, they’ll simply decide not to call you. 


Make your navigation as simple and stress-free as possible so your user can quickly fly through your website and find everything they need from the palm of their hand. 


Keeping your prospective customers on your site longer is proven to increase conversion rates.


3. Improved SEO Rank


Google loves mobile responsive sites because users prefer mobile-ready websites. If you have a website that works perfectly on mobile, then you’re going to appear higher on the search results.


However, if you don’t have a mobile-ready website, then your site might get penalized by Google and moved lower down the search results or, worse...the second page!


The more traffic you get to your website because your site is easy to use on mobile, the more Google will love you and the higher on the search engine results page you’ll go, so make sure you have your site perfected for mobile.


4. Attract More Clients


With a site that doesn’t work well on mobile, your visitors will run for the hills and most likely to the competition.


They don’t want to work with a shop that has a terrible mobile website. It looks unprofessional, and they might automatically assume that because your website is amateur, so is your business as well as the products and services that you offer. 


So by making your website mobile-ready, you’ll be able to attract more clients to your business and, in turn, make more sales.


5. Improved user experience


Having a mobile-responsive website means that your website is going to have a better user friendly design.


By improving your user experience and hence the customer journey, you’re going to increase the number of happy clients you get into your shop. 


The happier your clients, the more positive reviews they’ll leave about your website, and the more clients you'll attract.


For those that rely on social media to promote their business should also know that
80% of social media browsing is done on mobile devices, so when they click a link that goes back to your website, they’ll be much more likely to stay and convert if the mobile website experience matches that of the mobile social media app they just came from.


Pro Level

infographic with tips on optimizing your website to be mobile ready

Your website doesn’t just need to be mobile responsive, it also needs to look professional. 94% of your audience’s first impressions come down to your site’s web design.


From our research, only 45% of the websites we audited looked professional, leaving 55% of those websites looking unprofessional. If you have an unprofessional website, you’re not going to do your company any favors.


Don’t scare away your potential customers or future team members with a poorly designed website. Even if it’s mobile-ready, if it doesn’t look good or is hard to navigate, you’re going to end up losing a lot of potential clients or amazing team members.


If you’re a car builder, restorer, restyler or a business that delivers super high-quality, high-end projects or services, a great site design and user experience is even more important because you’ll want your website to reflect the high quality of the product you deliver.


Pro tip: While you may think your website looks great, you might be a little biased! It’s best to get some honest feedback (your partner or kids don’t count, they just want to keep you happy). Either ask contacts in the industry to give you some real feedback, or even take a look at some user testing. 


Make Changes Today


Creating a professional mobile-ready website is an important task. If you want to improve the number of clients you get visiting your website, now is the time to start making a few changes. 


Check your website to see if it works perfectly on mobile and if it doesn’t, start forming a plan of action on how you can make the upgrades to create a mobile-responsive site. If you need some help building a website that works great on mobile devices, then our team can help. 


About The Author


Barry Alt and his team at Motorhead Digital have over 24 years of experience in digital marketing and website development. They offer their DONE-FOR-YOU Location, Site, and Marketing Maximizer™ programs that will supercharge your site, social media, and your entire online presence so you attract better, high-value leads into your shop. You can reach him at (585) 766-9785, balt@motorheaddigital.com, or online at MotorheadDigital.com


As seen on The Shop Magazine

Logo of theshopmag.com
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. 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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. 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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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