ACTIVITY: PRIORITIZING EXPENSES FOR A COMPANY WEBSITE—PART ONE

http: // Colorworks - Auto Body Collision Repair Coquitlam |

I looked the website colorworks.ca, it is the website of an autobody shop company in Coquitlam, and I analysed the website, and find the website has all digital marketing essentials ready:

1. SEO: by searching "autobody shop Coquitlam", the website is listed in the search results.

2. PPC advertising: the click on "small business in Coquitlam BC" get on the threebestrated.ca business listing, and in the category "Autobody" the click will list their website.

3. Content creation: the website is with vivid colors and well present for their business brand

4. Social Media Management: The website listed their presence with Twitter, Facebook, Instagram, and Google+

5. Reputation Management: The website maintains the community ties and donate to charities

6. Landing Pages: it has decent landing pages for their services, including Community, Services, Insurances, FAQs, and Warranty

7. Mobile Strategy: I checked their website on my phone, it has a mobile-centric layout nicely

If I were to optimize the web design, I would improve the following (listed by priority):

1. Largely improve SEO: The current SEO list the business on the lower half of the second page if perform a Google search on "autobody shop Coquitlam", and after roughly 28 other competitors in Coquitlam, even after some Surrey based autobody shops, which makes it a big disadvantage in terms of SEO optimization. Considering the nature of the autobody services, people usually do not visit an autobody shop until they really need one, typically after some accidents, in that situation they either go to the shops they knew, or their family or friends recommended, or just quickly do a Google search... I would spend 40% of my budget on SEO improvements

2. Mobile Strategy: The car related business (other than purchase one), especially repair-related, in most likely scenario, people will try to get it done quickly (sometimes people need to go near locations since they may need their cars towed), this is a big advantage to be extremely mobile-friendly. Plus, young generation are more mobile-savvy, and they may even statistically need more autobody services (more frequent small accidents due to inexperienced or the needs to make their cars appearances different): I would spend 30% of my budget on it.

3. Social media awareness: For the reasons I gave in the SEO justification, many people directly go to the shops they knew or the ones their family or friends recommended, and majority of young generation and many middle-aged people have social media reliance, so the social media presence and activities for community tie buildings are making people think of you when they have needs; I would spend 15% of my budget on it.

4. Reputation Management: In line with the previous item, a good community awareness and reputation makes local people consider you as one of theirs; I would spend 10% of my budget on it.

5. Content creation: A nicely designed web site with promotional offers (coupons) will make people remember you. 5%