Alex recently sat down with Ratchet + Wrench Radio to discuss a whitepaper she authored on how shop owners can identify inefficiencies in their shops. During the conversation, she discussed how shop owners can recognize these inefficiencies and fix them with shop management software.
Here are some of the highlights from the podcast.
Alex Bunkers: "The saying time is money is no truer than in the automotive industry.
You're literally charging people time. I don't know of a single shop owner that would say they love having to dig through a file cabinet to find an old RO or a purchase order, and it's hard to keep track of tech hours on a journal or spreadsheet (which, we have some shops that come to us doing that).
So having a shop management system allows you to stop spending time in your business and more time on your business—or just more time at home or on vacation with your family."
As any shop owner knows, running a business is an art and a science. Yes, shop owners need to listen to their intuition, but they also need to follow the data.
Tekmetric generates several real-time reports that help shop owners track their key metrics for specific date ranges.
As service advisors punch key repair details into Tekmetric, the system tracks it all, and then generates real-time reports.
Tekmetric saves shop owners time spent calculating their metrics, so they can instantly access insights and spend more time thinking through what those numbers tell them.
By taking their time back, shop owners can grow their shops faster and more methodically."
Alex Bunkers: “You probably do have some idea if you work in a shop what your bottlenecks are. But before you start, evaluate where your bottlenecks are formally. I would start, actually, with breaking out all the processes in your shop into two tracks.
The first one being all of your customer-facing things and kind of a step-by-step of what your customer goes through.
And that's something we like to call the customer journey. For most shops, this is probably going to look something like vehicle drop off, DVI and diagnosis, send the estimate approval, order parts, right, all the way through to payment and pickup. T
he second track would be all the back office things you do, your inventory audits, parts reconciliations, right, things that aren't part of the customer journey."
With streamlined workflows, auto repair shop teams are more unified. They can collaborate from one central hub, all while playing to their unique strengths.
Shop management software with workflow features, like Tekmetric, simplifies the process of streamlining workflows. Shop owners can set up manageable, trackable, adjustable workflows that minimize communication gaps and inefficiencies.
Tekmetric offers three main workflow tools for shops: the Job Board, the Tech Board, and DVIs.
The first is the Job Board, which gives service advisors a whiteboard-esque view of every repair order moving along at the shop, so they can track the progress of each repair and everything is humming along smoothly.
Next, there’s the Tech Board, which shows service advisors what’s on each technician’s repair to-do list and how far along they are with their assigned tasks, so they can know which technician is free to take on the next repair.
Finally, with digital vehicle inspections (DVIs), technicians can pinpoint issues and suggest necessary repairs, send the information to service advisors to create estimates, and then send the estimates directly to customers’ devices.
These three workflow features help service advisors and technicians reduce miscommunication and stay organized.
Alex Bunkers: “When you don't track metrics or take a serious role in orchestrating your customer journey, you're leaving money on the table.
We've worked with thousands of shops during my time at Tekmetric and I definitely notice a correlation between the annual sales of the owners who are actively involved in the operations, building the structure, training their teams, and tracking metrics, versus those who are having a hard time just staying on top of everything.
So, sometimes you have to make yourself slow down to speed up."
Let’s look back one more time at the importance of analyzing the data. It only takes an hour each week, or two hours every other week, to dive deep into real-time reports and monitor how things are going.
For example, spending a few minutes each day just to thoroughly analyze the End-of-Day Report can yield a wealth of insights into how to make more money for your shop and take back time in other parts of the day.
Examining the data makes it easier to know how your shop is doing on a daily, weekly, monthly, quarterly, and yearly basis, and course-correct more intentionally as needed.
In the world of tires and engine diagnostics, the most powerful tool in your automotive shop might not be in your toolbox—it might be online. For the modern auto repair shop, a professional website is no longer a luxury; it’s a necessity. It’s your 24/7 receptionist, your most compelling advertisement, and your digital front door.
But where do you start? The world of web design can feel as complex as a modern car's electrical system. This guide will navigate you through the complexities of website building and best practices to drive customers to your shop.
In an age where the first step to solving a problem is a Google search, your customers are looking for you online. When a check engine light flashes or brakes start to squeal, their phone is the first thing they reach for. If you’re not there to be found, you’re handing business to your competitors.
1. Building trust: A professional car repair website acts as a digital handshake. It tells visitors that you are a legitimate, trustworthy auto repair business.
2. 24/7 Marketing engine: Your shop has closing hours, but your website works around the clock. It provides essential information like your location, auto services, and phone number. You can even add online booking features so you never miss a customer when they are ready to book.
3. Local search and SEO: A well-optimized website is critical for local SEO optimization. When someone searches "car repair near me," search engines like Google prioritize businesses with informative and mobile-friendly websites. A strong online presence puts you at the top of those results, making you the default choice for local customers in need. More on SEO later.
To be effective, your mechanic website needs more than just a pretty face. It requires specific features and functionality to meet the needs of your customers.
Your phone number, address (with an embedded, clickable map), and business hours should be prominently visible on your homepage, preferably at the top and bottom of every page. A simple and memorable automotive shop name can also help you be easily remembered when the next check engine light comes on.
Don’t just say "we fix cars." Create distinct auto repair service webpages listing all of your car repair services: oil changes, brake repair, engine diagnostics, transmission services, tire rotation, auto care, etc. This not only informs customers but also provides valuable keywords for search engines and helps customers know if you perform the service they need. You can also include your prices if you think it is a selling point.
Convenience is king. An integrated booking system that allows customers to select a service and schedule a time slot is a game-changer. It reduces phone tag, streamlines your workflow, and improves the overall customer experience.
Social proof is incredibly persuasive. A dedicated section for reviews from satisfied customers builds trust and validates your quality of work. An easy place to start is by managing and responding to your Google reviews.
The majority of local searches happen on mobile phones rather than desktops. Your website must be optimized for mobile devices and fully responsive to provide the best user experience.
Writing blogs about topics your customers care about can be an easy way to drive online engagement and new customers. Make your blogs specific to your geographical area such as “How to fix a flat tire in Houston, Texas” or “What to do when your check engine light comes on in Denver, Colorado”.
Stop what you are doing and search for your key automotive services in Google. Does your shop show up on the first page of Google? If not, you likely have an opportunity to optimize your SEO strategy and online presence.
Your website should make it easy for customers to contact you or to book an appointment. Whether you add a contact form or online booking functionality, make it easy for potential customers to start the process.
Is your shop veteran or family owned and operated? Sharing your story and what makes your shop unique can be a big selling factor for potential customers.
You don’t need to be a coding expert to build a website. Modern website builder platforms offer intuitive tools that make the process straightforward.
Tekmetric: If you are tired of boring website templates and are already a Tekmetric customer, Tekmetric will build you a custom website design that matches your brand and services. You can even add SEO support and online bookings so you can waste less time on marketing and spend more time with your customers. Best of all, everything syncs with your Tekmetric platform so everything stays in one place.
Wix: If you want to invest the time and manpower to create your own website, Wix is known for its user-friendly drag-and-drop interface. It offers a wide selection of website templates, including many designed for the automotive industry.
Squarespace: Squarespace is another great option if you want to build your website yourself. Squarespace is known for its clean and modern website design templates.
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Choosing a website design is about finding an aesthetic that reflects your brand and serves your customers' needs. Look for designs that are clean, professional, and easy to navigate. Here are a few of our favorite automotive websites:
The KARR website offers an engaging video on the home page paired with a bright aesthetic. It stands out to prospects with clear call-to-actions, customer testimonials, services, and contact information.
The Anderson website grabs your attention immediately with high-quality shop images with a minimalist aesthetic. We loved the easy to use online booking tool and embedded Google map for easy directions.
Hansen Auto Repair has done a great job making their website easy to navigate and incorporating clear call-to-actions. They added specific service level website pages to maximize SEO performance and even added coupons/warranty information. The theme is patriotic while also being professional.
The last website to make our list was an RV repair shop showcasing that all types of repair shops need a website to drive business. This website also stood out because they added a link to their merchandise store and helpful FAQs.
With so many options, how do you pick the web design that's right for you?
Define your goals: What is the single most important action you want a visitor to take? Is it to call you? Book online? Visit your shop? Your entire design should guide them toward that goal.
Customer first: Are you serving busy parents who value convenience, or car enthusiasts who appreciate technical detail? Your design, from colors to fonts, should speak their language.
Brand identity: Your website is an extension of your physical car mechanic shop. If your shop is known for being modern and tech-forward, your website should reflect that. If you're a third-generation family business, your site should convey that heritage and trust.
Budget and resources: Consider both the initial cost and the long-term maintenance of the website.
Prioritize functionality: A beautiful website that is slow, confusing, or broken is worse than a simple website that works perfectly. Ensure the website template you choose is fast-loading and provides a seamless user-friendly experience for your visitors.
Building a modern auto repair website is one of the single best investments you can make in the future of your automotive business. It establishes your credibility and works 24/7 to attract new clients.
Looking for the best automotive industry conferences and events for 2026? This guide will help you navigate the most impactful automotive conferences and trade shows slated for 2026. We will dive into what makes each event unique, price, location, and more.
When it comes to elevating your auto repair business or career, knowing which events to prioritize is crucial. Each of these conventions offers a distinct experience, catering to different roles in the shop. Let's explore the big events you can’t miss in 2026.
What: Tektonic is a brand new automotive conference for 2026. Whether you're leading the business, managing the front desk, or turning wrenches in the bay, Tektonic offers tailored training to elevate your skills, connect with peers, and drive your career forward in a space built for you.
Come for the shop-tested fixes. Leave with the horsepower to hit top-gear growth. Tektonic is a three-day event built for every shop, no matter your size, brand, or business model. Expect industry-first content, with Tekmetric-backed know-how.
When: April 9-11th, 2026
Where: Marriott Marquis - Houston, TX
Cost: Early bird pricing starting at $750.
Website: https://www.tekmetric.com/tektonic
What: The SEMA Show offers an attendee experience like no other automotive trade show on the planet. It's the best place to see thousands of the newest automotive performance products from new and iconic exhibitors, discover the latest product and vehicle trends, and develop essential skills by attending any one of the 99+ free education sessions – all of which are led by top industry professionals.
The SEMA Show is the premier auto show geared to help small businesses thrive and succeed. The trade-only event enables automotive specialty equipment manufacturers to display alongside automotive manufacturers to debut new, innovative products and connect with industry buyers from all over the world.
When: November 3-6th, 2026
Where: Las Vegas Convention Center - Las Vegas, NV
Cost: Early bird pricing starting at $50
Website: https://www.semashow.com
What: Only AAPEX gives you the training, products, and insights to help you stay ahead today and prepare for tomorrow — all while you connect with the entire industry under one roof! Live, interactive demos. Expert-led business education. Our most robust training program yet. It’s all here to give you a jump on every new advancement and the knowledge to tackle your biggest challenges.
Where else can you come face-to-face with the world’s part suppliers showcasing innovations that give you an edge in the here and now — and global perspectives on where the industry is headed next? Spend three days at AAPEX Las Vegas and make sure you’re ready to steer your business toward success!
When: November 3-5th, 2026
Where: The Venetian Expo & Caesars Forum - Las Vegas, NV
Cost: Early bird pricing starting at $50
Website: https://www.aapexshow.com
What: NADA Show offers a full program of innovative products, emerging trends and networking opportunities. Four full days of outstanding education, emerging trends and networking opportunities for all areas of your dealership.
When: February 3-6th, 2026
Where: Las vegas Convention Center - Las Vegas, NV
Cost: Early bird pricing starting at $679
Website: https://www.nada.org/nada-show-attend
What: The ASTA Expo is an annual event that brings together professionals from the automotive aftermarket industry for training, networking, and discovering the latest innovations. Anyone is welcome, including shop owners, managers, technicians, service writers, and anyone in the automotive service and tire industry looking to grow their knowledge, network, and business.
When: September 25th, 2026
Where: Raleigh Convention Center - Raleigh, NC
Cost: Not disclosed for 2026 yet - check website.
Website: https://astausa.org/pages/asta-expo-2025
What: The annual Shop Hackers seminar provides owners and staff in the independent automotive repair and collision/body industries with: Top-tier knowledge, life-changing personal connections, actionable strategies, increased motivation, one unforgettable experience.
With over a thousand attendees, a large array of vendors, and world-renowned industry leaders, this auto conference is unlike any other in the industry. You may laugh, you may cry, you will eat well, and one thing is for sure — you will walk away changed for the better.
When: July 2026
Where: Murfreesboro, TN
Cost: Not disclosed for 2026 yet - check website.
Website: https://shophackersconference.com
What: VISION Hi-Tech Training & Expo, provides the opportunity for you to expand your knowledge and gain new skills, all while networking with leading automotive service industry professionals. Choose from more than 100 cutting-edge management, technical, and educator training courses. VISION also features a 60,000 square-foot exhibit hall showcasing the latest tools, equipment, and technology.
When: March 5-8th, 2026
Where: Overland Park Convention Center - Overland Park, KS
Cost: Early bird pricing starting at $435
Website: https://visionkc.com/
What: Learn how top-performing shop owners are navigating today’s economy and running more successful, profitable businesses. Our world-class speakers and informative sessions will equip you with the knowledge and tools you need to thrive.
SuperConference is not just about learning; it’s about community. Engage in interactive, team-building activities with the most supportive community of shop owners in the industry. Build relationships that will last a lifetime and grow your network with high-performing peers and professionals.
When: March 18-21, 2026
Where: Hyatt Regency Grand Cypress - Orlando, FL
Cost: Not disclosed for 2026 yet - check website.
Website: https://www.autotraining.net/superconference/
Now that we’ve explored some of the top 2026 events, let’s zoom out and consider the benefits of attending automotive conferences.
Imagine walking into a room filled with hundreds, even thousands, of people who share your passion, understand your challenges, and are dedicated to the same industry. That's the power of networking at automotive conferences. These aren't just casual conversations; they are opportunities for mentorship, partnerships, collaboration, and mutual growth.
The automotive industry moves at lightning speed. What was cutting-edge last year might be standard this year, and obsolete next. Attending conferences gives you visibility into the future of auto repair. You’ll gain firsthand knowledge of the emerging trends and critical insights that will shape the industry for years to come.
Finding the right automotive conference for you can be challenging but we hope this guide was helpful. Whether you are just starting your business or have spent your whole life fixing cars, there is an event for you.
More shop resources:
In today's digital world, relying solely on word-of-mouth is like trying to change a tire with a pair of pliers—it’s inefficient and frustrating. You need a modern tool, a solution designed to attract new customers to your shop. That tool is Google Ads, a Pay-Per-Click (PPC) advertising platform allowing you to target new customers when they need you most.
If you've heard the term but aren't sure how it fits into your business plan, you're in the right place. This comprehensive guide will break down everything you need to know about Google Ads for your auto repair business.
At its core, Google Ads is a Pay-Per-Click, or PPC, platform where advertisers pay a fee each time one of their ads is clicked. Think of it as renting a prime piece of real estate on the first page of a search engine like Google or Bing. Instead of trying to earn those top spots organically through Search Engine Optimization (SEO), which can take months or even years, you're essentially paying to jump the line.
Paid search ads are the most common type of Google Ad campaign, allowing auto repair shops to target based on keywords. Shops can find new customers by bidding on keywords like “Oil change near me” or “Transmission shop Denver, Colorado.” This campaign type is effective because you can target local customers at the moment they are searching for help.
Display PPC campaigns are another effective campaign type that shops can use to target customers with more creative ads. Display ads offer a visual component that could be a static image or a short video. Display ads can show across a wider audience and are not confined to just Google search.
Retargeting campaigns are exactly what they sound like. Mechanic shops can target prospects who have visited their website with ads that can display on other websites. For example, a customer could have visited your website (YourShop.com) and then bounced to Forbes.com. You can then show an ad on Forbes.com (and other websites) as they browse the web, so your shop can stay top of mind.
Video campaigns are mainly used by auto repair shops to target customers on YouTube. You can target automotive DIY videos where users may run into issues and look for a shop instead.
The short answer is an emphatic yes. While many forms of marketing cast a wide net, hoping to catch a few fish, PPC marketing is like using a high-tech fish finder. For an auto repair shop, the "when" is just as important as the "who," and Google Ads excel at connecting you with customers at the moment of their highest intent.
Consider the mindset of a person who needs auto repair services. Their car is making a strange noise, a warning light is on, or worse, they're stranded on the side of the road. They aren't casually browsing; they have an urgent, specific problem that needs an immediate solution. What do they do? They pull out their phone and perform a Google search for a local mechanic.
This is where auto repair PPC shines. It allows your auto repair shop to appear at the very top of the results for those high-intent searches. You're not interrupting their day with an ad they don't care about; you are providing the exact solution they are actively looking for. This makes Google Ads one of the most effective marketing efforts for service businesses, especially in the emergency-driven auto repair industry. It levels the playing field, allowing dedicated local shops to gain immediate online visibility and compete effectively against large national chains.
Integrating a well-managed PPC advertising campaign into your marketing strategy can deliver a host of powerful benefits that translate directly into more customers and higher revenue.
Launching a campaign is easy; launching a profitable one requires a solid strategy. Simply throwing money at Google Ads without a plan is a quick way to burn through your budget. Here are the essential strategies to ensure your PPC ads deliver results.
This is the foundation of your entire campaign. You need to get inside the heads of your target audience and think of keywords they would search for. Your keyword research should include:
You should note that each keyword has a different cost per click average depending on location and number of competitors. Bid on keywords that are important for your shop and fit your budget.
Your ad copy is your 3-second elevator pitch. It needs to grab attention and persuade the user to click.
A click is wasted if the user gets to your website and is confused or unimpressed. Your landing pages must be designed to convert visitors into customers.
Google Ads is not a "set it and forget it" strategy. To truly succeed, you need to actively manage and optimize your campaigns.
This is the most common question, and the answer is: it depends. The right budget for your shop is influenced by several factors, including your location's competitiveness, the specific services you're advertising, and your overall growth goals. A shop in rural Nebraska will have a much lower cost per click than one in downtown Los Angeles.
Instead of focusing on a magic number, think about your investment in terms of objectives and ROI. A good starting point for a small to medium-sized auto repair shop might be anywhere from $500 to $2,000 per month. This initial investment allows you to gather enough data to see what works.
The most important metric isn't the upfront price; it's the return on investment. If you spend $1,000 on Google Ads in a month and it brings in five new repair jobs that generate $4,000 in revenue, your marketing efforts have delivered a 4x return. From that perspective, the initial cost is more than justified.
For shops new to this space, partnering with a digital marketing agency that specializes in Google AdWords services can be a wise investment. They have the expertise to avoid common pitfalls, maximize your budget, and accelerate your path to profitability.
In a competitive market, standing still means falling behind. Pay-per-click advertising is the fuel your marketing strategy needs to accelerate past the competition. It offers an unparalleled ability to connect with customers at their moment of need, providing immediate, targeted, and measurable results.
By conducting thorough keyword research, crafting compelling ads, building high-converting landing pages, and diligently tracking your campaign performance, you can transform your online presence from a sputtering engine into a finely tuned machine that consistently delivers new customers. It’s time to take control of your lead generation and explore what a well-executed auto repair PPC campaign can do for your shop.
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