Let me just come straight out with it and give you the facts. If you’re driving school doesn’t have a website, you are probably losing a number of sales leads for your business. A website itself can be used to accomplish many different marketing strategies to help your business grow and flourish. While it can take time to build up enough traffic to your website to make a worthwhile impact on your business marketing campaign, it costs next to nothing to do so. Your website should be the centre of your company`s online presence; through it, you advertise your business around the Web and on social networking sites such as Facebook and Instagram.
Increasing visibility and accessibility to your business is one major factor that makes having a website important. Even if people have heard about your driving school, they may want to carry out some online research first, in particular parents.
Another important reason why having a website to represent your business is to give you credibility. By building a website, you are giving your business the opportunity to tell potential customers why they should trust you and obviously you should have the testimonials and facts displayed on your website to back up those opportunities.
Having a website is just as important for a small driving school than a big one, it tends to level the playing field somewhat. By having a website, you can easily make your business look as big as the large schools out there. Not just that, if you’re a small driving school and thinking of expanding but don’t have a website, then a small driving school is exactly what you will remain.
As part of your marketing toolkit, a website is a tool that can be used to catch different types of leads, a Facebook or any other social media account does not have the authority and diversity that a website you own can provide. For example, my website for my driving school generates on average 10 leads per week purely through organic traffic. I have a whole host of video tutorials which show you how to build a website and how to carry out SEO inside my ADI Marketing Academy so if you’re looking at building a website, then you may want to check out some of my videos first.
Having a website for your driving school can be an important piece of real estate, albeit, virtual real estate but nonetheless, it’s still a marketing tool that you should have and should be using as one of the main cogs in your marketing plan, especially if you’re thinking of expanding out into different towns or cities.
If you are thinking of growing your driving school and bringing in new instructors, then as a franchisor, you have a big responsibility on your shoulders and that is to provide enough work for your instructors. Things might be rosy for you as a single sole-trader and you might be generating enough referrals and leads for yourself but having a team of instructors is a whole new ball game. Your instructors will be mainly looking to you to provide enough work for them and if this isn’t happening, then you could be running a sinking ship.
If you plan to operate and spread out into different towns, then the best practice is to have a designated page on your website that services that town. For example, if I operate in Southampton, Winchester and Salisbury, then my website would have a page for each of these towns. Without adopting these best practices, it’s highly unlikely that you will be found in these towns when people do a search on Google for driving schools.
Also, as part of best practices, you will want to register your business with Google My Business (GMB). If possible, add each location to GMB too. One of the reasons for this is because when people do a search on Google search engine, Google will deliver back to that person local results. The reason for this is because Google wants to be the best it can be for its users. Can you imagine if you done a search on Google for a painter and decorator and every result that came back where companies nowhere near your area. You’d probably think Google was a rubbish tool to use to find a local service and we would still be in the world of AOL etc. Google wants to do the best for you.
Next month I’ll be discussing methods on how to drive traffic to your website.