In order to be willing to hand over money on a vehicle, a customer will need to feel that they can trust you as a business. There are a few things you can do on your website to support this, as well as the long-term aim of building a strong reputation in the local community.
Firstly, you can look at integrating reviews – these show your customers that you can be trusted. Ideally you’d also have a strategy for gathering more positive reviews!
Secondly, you could consider more “social” content – you could pull in your “friendly and approachable” social media posts onto a wall on your site, perhaps, or put effort into sharing “Meet the team” content about who customers can expect to interact with - and why they’re awesome at what they do.