How Do You Check Your Website's ROI?

Do you know what to look for when gauging its performance?

Rest easy—we’re here to give you a hand. We talk a lot about how important it is for your shop to have a website, but too many shop owners see websites as a sort of sunk cost: it’s something they need, and they’ll pay for general upkeep, but they don’t really expect to get much back from it. 

That’s what we’d like to change.

Yes, a good website requires you to spend some money. But it shouldn’t be a bottomless, money-swallowing pit. It should also—brace yourselves—make money.

Let’s talk about how.

YOUR WEBSITE AS A REVENUE DRIVER‍

Like your employees, your shop should be a moneymaker.

If you’re viewing it as a sunk cost—something you have to do just to stay with the modern age—we suggest shifting your viewpoint. You should absolutely be able to measure your website’s contributions, namely through calls and bookings. 

For an example, let’s take a look at Fullbay’s State of Heavy-Duty Repair report. Data from the 2022-23 (yes, we’re giving you a sneak peek of next year’s report) edition suggests the following: 

• 46% people report that they receive on average 6 to 15 leads (email or phone calls) from their website monthly.
• 15% reported more than 20 leads per month.
• 28% reported getting 16 to 20+ leads a month.

That question did not break down whether these shops had good websites or not—just websites. But with almost half the respondents reporting 6 to 15 leads per month from their websites—well, that’s a lot of potential business you could be missing out on.

Still, understanding how much of your traffic comes directly from your website requires tracking it. We’ve got an article about that, but it’s admittedly more for you to do.

That’s why we made it easy and created the Dieselmatic Dashboard.

THE DIESELMATIC DASHBOARD‍

Our philosophy is simple: you should be able to see exactly what your website and marketing campaigns are doing for you, whenever you want.

When you log in and poke around, you can see the following:

• Organic traffic: That’s how many hits have found you by searching directly for services you offer, such as truck repair.
• Ad spend ROI: There’s no mystery in where your dollars are going—you can see exactly the kind of return you’re getting.
• Contact forms sent: Want to know how many people have written to you via your website? Now you can.

• Google Ads spend: This report will show you how much you’ve spent and how much you’re planning to spend—as well as how you’re pacing.
• Traffic: Who exactly is coming to your site, and from where? You can review total traffic, new visitors, and whether they’re from organic social, paid social, direct, and other channels.
• Calls: Which ads are driving calls? Or are you getting most calls from your site? How many calls have you picked up, and how many have you missed? These questions are no longer a mystery.
• Average engagement time: How long are people spending on your site? Are they taking a look and bouncing? Now you can find out.

• Top performing pages: Are your roadside repair services getting the most traffic? Page performance can be a good indicator of what customers in your area are looking for.

And that’s just the start. 

The real beauty of the dashboard is that it collects all the data you need to make revenue-driving decisions in one place. You don’t need to guess, call, or email (although we’re always happy to chat!). You don’t need to wait for a weekly or monthly meeting to see what kind of results you’re getting—you can just pull up the dashboard and take a look whenever you want.

In short, the dashboard lets you see exactly what kind of ROI your website is providing—but that’s not all. Seeing all this data in one place allows you to make the kind of updates and changes that will let you make better decisions regarding your marketing—and bring your shop more revenue. 

Want to learn more about the Dieselmatic Dashboard, or get a full walkthrough to see everything we can do for you? Get in touch with us today—we can’t wait to show you what we can do for your marketing.