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Your Website and Social Media Accounts are Broken! - Part 2

Barry Alt • March 19, 2024

Here's why & some steps to fix them.

Note; This is the second in a multipart article addressing common issues with website and social media accounts often encountered by speciality automotive after market shops. Part I appeared in the February 2024 issue of THE SHOP.


Lets continue looking at some of the most common issues with automotive shop websites and their solutions. 

Issue #8: Lack of mobile-friendliness

In today's mobile-centered world, neglecting mobile-friendliness is a big mistake. If your website visitors have to pinch and zoom in to see your content on a smaller screen, or if they’re unable to navigate your site on different devices, you run the risk of losing them.


Solution                                  

Make sure your website is built to be mobile-ready and works smoothly on various devices and screen sizes. Test your site across different platforms to guarantee a consistent and user-friendly experience for all.


Pro Tip:
Regularly test and update your website's mobile responsiveness to adapt to new devices and technologies.


Issue #9: Inaccessibility

Building the best possible website for your business takes more than just a slick design, compelling copy, and high-quality content. You want your services to be available to the widest possible audience, so your website needs to be accessible to all visitors, and to be compliant with ADA (The Americans with Disabilities Act) regulations. 


Solution

Consider the accessibility of each element of your website’s design. Is your font clear, and large enough to be readable for people with visual impairments? Are there audio options available? If you include video content, consider providing a transcript for those who are hard-of-hearing. Apply these and other accessible elements to your site to ensure a smooth user experience for all. Much more about this subject can be found in our resource articles section of our site.


Pro tip:
Consider using accessibility plugins and tools that can help automatically find and fix common accessibility issues on your website. For more information, check out these Web Content Accessibility Guidelines.


Issue #10:
Missing policies and outdated copyright information

I know what you’re thinking. “Nobody reads these things anyway, right?” Still, neglecting privacy policies, terms of use, and copyright information on your site can break the trust of your audience and leave you vulnerable to legal consequences.


Solution 

Make sure your website includes essential information like your privacy policy, terms of service, and cookie policies. And if you have an eCommerce website, you’ll also need to provide clear shipping, return, and warranty policies. Additionally, make sure you’re keeping all copyright dates and information current. 


Make it easy for users to find these details by dedicating an easily accessible section of your website to them and linking this section in the footer of your site.


Pro tip:
Regularly review and update your policies to align with changing legal requirements and industry standards. To make things a bit easier on your end, there are a number of companies that specialize in US privacy laws, and privacy regulations all around the world.


Issue #11: Inactive or faulty forms

If you're not getting responses from submission forms on your website, the culprit may be missing SPF (Sender Policy Framework) or DKIM (DomainKeys Identified Mail) records in your domain registry's backend. These are a bit technical but they’re important to set up as they tell your customer’s receive mail server that the email coming from your site is legit and not spam.


Solution

Update and configure the SPF and DKIM records properly to guarantee that form submissions reach your inbox and that your responses reach the customer’s.


Pro tip:
We recommend that you – and ideally several of your team members – test all of your forms to see if any automatic notifications or error messages occur. Some hosting or domain name providers may be able to help you with setting up these records if you don’t know where to start.


Issue #12: Slow loading times due to bad code or large files

Slow loading times can be a major turnoff for visitors to your website, making them more likely to leave – especially when they’re browsing on a mobile device. Plus, slow loading times can damage your search engine ranking, making it harder for people to find you at all! 


Solution

To speed up loading times, resize and optimize large image files by compressing and formatting them properly. Avoid using pre-loaders or unnecessary content. Also, streamline your website's code by minifying CSS and JavaScript files. These steps enhance user experience and improve your website's performance. If you’re DIY-ing, this might be time to call in a developer who knows what all this means and can help you get it done without the headache.



Pro tip: Regularly test your website's loading speed using tools like Google PageSpeed Insights or GTmetrix.


#Issue 13: Lack of knowledge about website builders

Using DIY tools like WordPress, Shopify, WIX, Squarespace or other website builders without proper knowledge can lead to poorly designed and dysfunctional websites with key elements missing or not working properly. You can also run into major security issues if some of these tools aren’t kept up to date.


Solution

Invest time learning how to use DIY tools effectively, or consider seeking professional help to ensure your website looks appealing, functions correctly, and caters to the needs of mobile users.


Pro tip:
Properly update, test, and optimize key elements to guarantee a seamless online experience for your audience.


#Issue 14: Not setting up Google Analytics or Search Console

Google Analytics and Search Console are free tools that are essential to the success of your site and your business – especially if you’re also doing marketing. Google Analytics is a tool that tracks the traffic on your website, how people navigate it, as well as how they found you. 


Google Search Console
is a tool that not only shows traffic to your site, but allows you to submit your SITEMAP.XML file. That means they can see what pages are on your site and when you update them. Search Console also provides Core Web Vitals that let you know when something is wrong. Imagine getting notified the moment a page of your website is corrupted by malicious code. A tool like Google Search Console alerts you to issues like these so you can fix them as quickly as possible.


Solution

Setup accounts on both of these platforms and connect them to your site. Monitor the data they provide to see how people are using your site and make sure it’s functioning on all cylinders at all times.


Pro tip:
Use Google Analytics to see what pages are the most popular and which ones get less traffic so you can optimize them for better user engagement.


Keep and eye out for all of these common website issues to make sure your virtual storefront is as welcoming and helpful as if the customer had actually walked into your font door.


Next Time


Meanwhile, there's another half of your online presence to monitor and maximize - social media. Tune in next time to learn how to make your shop a social media sensation.

Part 1   |  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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