When you’re building a website–whether it is a custom or a template–it is important to include content about your shop. But what makes good content?

Good content should be three things:

• informative
• personal
• unique.

Informative content helps your potential customers view your website as an educational, trustworthy source. Personal content builds a positive relationship with your website’s visitors. Unique website content shows that your shop puts effort into everything it does.

You need to make sure your website content is informative. When you write about services and tell the visitors to your site how you approach repairs, they feel like they have an insider’s perspective on how you will fix their vehicle; again, this provides the potential customer with a sense of security.

You want to use the content you feature on your shop website to really tell your shop’s story. If there are any interesting tidbits of history concerning your shop, you want to showcase those in your “About Us” section. You can also use your content to introduce website visitors to your shop’s team; when people feel like they know more about the technicians who are working on their vehicles, they feel more confident in their choice.

Unique content can help your shop’s website really stand alone. When your website features unique content, customers can tell that you really put effort into your marketing efforts, which reflects well on your work. If you put more effort into your marketing, you are likely to put more effort into your repairs.

Featuring informative, personal and unique content can build a relationship with your potential customers before you even see their vehicles.