Jarred.... I agree with Jeremy here. You have to keep the eye focused, and that's not happening. The right side of your home page seems like you are trying to think of everything possible and listed it. The slider I like, keep that updated every couple months or so (because that keeps you from having to get people to look at a portfolio page). Sure... you can have a portfolio page if you like, but THAT is not what they are there to see. They want to see specific, easy to understand, easy to price, easy to pay for packages that THEY THINK THEY NEED.
Also, it's not that you have
way too much content, just seems to be somewhat scattered, redundant and.....
a bit unorganized. Looking at the basic wash price for instance, yet you can't get a few spritzes of spray wax and tire shine without paying another $20. I'll not let anything I touch leave without at least SOME sort of spray wax. (
Remembering you can buy a gallon of Megs 156 and some generic tire shine not more than you're wanting for a single application.)
Everybody deserves some sort of 'wax' and some sort of 'tire shine', even if it only provides a few weeks of protection. Why? Because they can go to the local drive thru tunnel of swirls and if it's not sprayed on automatically, the guys with the dirty towels standing outside will spray it on. And yes.... they'll shine the tires on every car that leaves the lot.
Remember your customer is the one that can and WILL appreciate your services over and above what they can get for $25 (or likely less) at the local car wash.
If they like what YOU do, and they SEE it, and FEEL it on their vehicle(s), they keep coming back. :xyxthumbs:
Having a package that reads:
"We wash and dry your car, doing the best job in town, using 2-buckets, or using something else, depending on what we think works, and we clean your tires and wheels"
(PS: For shiny paint and shiny tires add $20.)
Then another that reads:
"This is our Deluxe Package.
We do everything we did in the Semi-Deluxe but we add claying with a clay bar or another brand new rubber based paint decontamination process. This is the preferred way to remove deep, bonded contaminants from your paint leaving it slick and smooth as a baby's rear. Plus it makes sure your wax sticks better"
(PS: Adding wax you need to Move to the Uber-Deluxe.5 or look at page 2.)
Remembering of course that the Deluxe package doesn't include any "wax". For that you have to move back to the Semi-Deluxe package to make sure it's there. And if you want sealant, you need to click on another page.
Then a paragraph by itself saying:
"
Includes a full detail of all hard surfaces (dashes, consoles, interior doors, cup holders, leather seats, etc.), full interior vacuum, spot cleaning of minor stains, minor dog hair removal, door jamb cleaning, and interior window cleaning."
So for one level you have to go to another and figure out what all is included. Then it still 'reads' like the interior isn't getting touched. Now YOU KNOW you do the interior, but it's not listed with ANY of your packages. If, that's a big IF the customer remembers that stray paragraph found by itself.... then they figured that out. If they didn't, it sounds like for $120 all you get is a wash, no wax, no tire shine and the interior doesn't get touched.
What I'm getting at is with some "levels" you say this one includes that one. Then with others it doesn't, and I guess (and so are your customers) that it is a new package all on it's own. Then the one above it says it includes the one below. (
Yet one is in one place on the page and another is in a totally different place, making you go back and find it.)
If one package includes another..... then
at the very least, those packages need to be listed one on top of the other.
I didn't read your entire site, honestly..... (
and I'm not wanting to anger you) but it's a bit tiring. For instance, go to the "Additional Services" page and one would expect to find everything they want/need to know. Yet you ended up at the bottom linking to yet another page, "Waxes/Sealants/Coatings". Seems there are three services pages, the home page with packages, another one with "Services and Packages", then yet another one with "Additional Services". Then there are no less than three "Waxes/Sealants/Coatings", "Opti-Coat Pro" and "Terms and Products".
One word.... WHY?
Customers don't want or need all that.
What you could do is simplify the pricing on all your packages. Then have an "a la carte' menu for additional services/products/features.
Say you have your basic wash (which should include a spray wax) and if they wanted to pay additional.... then they could add a WOWO sealant for that $20. Or a WOWA, or whatever. Have standard 'tire shine' included in the basic packages then a "long lasting tire gel" or "tire coating" available on your 'a la carte' menu.
Perhaps something like this:
(
There should be a footnote explaining the "*" means "starting at" or something along the lines of the final prices will be quoted upon inspection. Or something to that effect.)
Basic Wash & Wax
Compact Cars - $69.95*
Mid Size Cars - $79.95*
Trucks & SUV’s - $89.95*
Great option for new vehicles or those recently detailed!
- Snow foam pre-soak & snow foam washed
- Soft Hand Wash (2 bucket method)
- Wheel wells cleaned
- Wheels & Tires cleaned
- Light tar deposits addressed
- Forced air & hand dried
- Door jambs wiped
- Windows cleaned
- Wheel wells dressed
- Tires dressed with protectant (satin or gloss)
- Exterior trim wiped down with basic protectant (Premium upgrades available)
- Premium liquid wax applied
Estimated time: 3 hours*
For an interior package it could be similar to this:
Level 1 Interior
Compact Cars - $xxx
Mid Size Cars - $xxx
Trucks & SUV’s - $xxx
*Price subject to change based on overall condition of vehicle
- Entire interior is vacuumed and wiped down
- Cracks and crevices lightly brushed and cleaned
- Dash and other plastic/vinyl pieces are cleaned
- UV Protectant is applied after cleaning
- All windows are cleaned (Tint Safe Cleaner)
- Carpets and mats are shampooed and chemically cleaned
- All leather is cleaned and conditioned
- Fabric seats will receive same attention as carpet
- Door jambs washed and wiped
- Door hinges and locks lubed
Estimated time: 1~2 hours*
You see where descriptions like these gives them a quick, succinct idea of what you are going to do, where your time is going to be spent, and (most importantly) WHY they are paying your prices.
Photos are great, providing the copy is readable, and understandable. But having to move from the left column to the right, back to the left. That will turn off a perspective client. When you are describing your packages ALL of them need to be thoroughly laid out, in a well designed, easy to understand, (single side of the page) column. I'd not put them in a paragraph either. Use a bulleted list!
If a package moving up has more in it, then put that in it. But don't just say it adds this and this and this on top of what you got with the other package.
That's where it'll really help you to trim down the packages. Basic wash, no interior, boom bam done. Want an interior/exterior package? Then build one! Or you could have a basic interior and a complete interior. Remembering that most everybody HATES doing interiors, and they take a TON of time to do them right. You could have a basic wash that doesn't have any extras for those that just want something better than the local car wash does, but don't want to have a 8 hour process. Add to that a Level 1 interior and you have a full interior/exterior package.
Then have say NO MORE THAN 4 exterior packages, none that have interior included. But what you do, is add a quick vacuum, wipe the dash, and clean the windows. Tell the customer when they show up that you just 'threw that in', 'no charge' and it'll blow them away.
Then for those that REALLY want their interior done, have your basic, then your mac-daddy packages. One that just goes over everything, quick but thorough, yet gives them at least, if not more than they'll get elsewhere. Then have another package where you spend 4~5 hours and do EVERYTHING....... take Q-tips, brushes of all sizes, do the vents, under the seats, switches, plastic polish, do the leather, treat/protect/seal all the rubber, steam clean the jambs, you name it.
On those exterior packages, you can line item explain, with that bullet list exactly what they are paying for. You might list a product there, but that's really not needed. As long as the customer likes what you are doing they really don't care what you use. For those that want to know, you still have those little icons on your page showing the products. You REALLY don't want to have an entire page (or three) showing this product or that product, that's a waste of your time. Customer education is what I think you're after, and that's fine. But if they really want to know, YOU need to be the one telling them, answering their questions as they have them. Don't expect them to read your site and figure it out on their own.
On the product placement ideas.
If you are offering Optimum, say you are proudly offering Optimum products, or say "We are an authorized dealer of XYZ" and leave it at that. No need to go into each and every possible application of each and every product that you have access to. Too much verbiage there.
Put their (SMALL) logo(s) across the bottom of your product page and be done with it!
I would also suggest looking carefully at your copy, the grammar, spell checking, etc. For instance, look at this line: "
of all painted surfaces using the the newest". See the double 'the'.
rops::xyxthumbs: There are so many really beneficial tips throughout that entire post that I will be sure to take advantage of once I do the whole overhaul on the site. From your in-depth review and the comments from everyone else, I have decided that it definitely needs a lot of work to bring it up to what it should be. Thank you again so much, I can't put into words how appreciative I am that you spent that much time responding to my original post!!:bowdown:
Kicking around ideas that way would be even easier.
She said nobody but Tony touches my car. (Even though her 'winter touchup' will run $250 and doesn't include any buffing.) 