Auto Body & Collision · Landing Pages
Landing pages & CRO for body shops
Most shops point paid traffic at a homepage that converts at 2–4%. A page built for the accident-day buyer can run 10–15% — the single cheapest way to double a campaign without touching the ad budget.
What I audit in the first 30 days
Same order every time — each step depends on the one before it.
Where does the click actually land?
Homepage or a page built for the search? A generic homepage makes a stressed driver hunt for the one thing they need — how to get an estimate right now. That hunt is where the conversion dies.
The mobile thumb test
70–80% of this traffic is on a phone, one-handed, minutes after a wreck. Is tap-to-call above the fold? Does the form work without pinch-zooming? I test it on my own phone before I read a single report.
Form friction vs. photo estimate
A 10-field form loses the lead. A tap-to-call and a photo-upload estimate meet the buyer where they are — phone in hand, damage visible. I audit every field for whether it earns its place.
The playbook
The levers that consistently move these accounts, roughly in order of impact.
One page per intent
Collision, hail, and customer-pay each get their own page with matching message. The ad's promise and the page's headline are the same sentence — mismatch is the quietest conversion killer there is.
Click-to-call above the fold
The phone is 60–75% of conversions. The number is a giant tap target in the first screen, on every page, always — not buried in a header a stressed driver has to find.
A photo-estimate path, not a contact form
Snap the damage, send it, get a call back. It's faster for the driver, pre-qualifies the lead, and converts far better than 'fill out this form and we'll be in touch.'
Proof the buyer needs to trust a stranger
Insurance logos, warranty badge, real reviews, real shop photos, 'we work with all insurers.' On accident day, trust is the conversion — the driver is handing over a $4,000 repair to someone they found 20 minutes ago.
Speed is a conversion feature
A slow mobile page loses leads before it loads. Compressed images, minimal scripts, sub-two-second load — measured on a real phone on cellular, not a desktop preview.
Test the hook, then the offer
Headline and primary offer move conversion more than button colors ever will. A/B the promise first; refine the details once the big lever's found.
The benchmarks I hold to
| Benchmark | Typical range |
|---|---|
| Homepage CVR | 2 – 4% |
| Dedicated page CVR | 10 – 15% |
| Mobile share of traffic | 70 – 80% |
| Target mobile load time | < 2s |
Run this in your shop
If bays are empty while the phone rings, the leak is measurable — and fixable.