Independent garages learn to beat main dealers at The Blend 2025

Garage Services Online demonstrated how a strong, frictionless digital presence can convert urgent online searches into profitable bookings

Independent garages learn to beat main dealers at The Blend 2025

Independent garage owners can compete directly with main dealers, even without a massive marketing budget, attendees at The Blend 2025 were told.

In a packed main-stage session, Garage Services Online joined The Race Group, Castrol’s route to market for independent garages in the UK. They demonstrated how a strong, frictionless digital presence can convert urgent online searches into profitable bookings, showing that even small, independent workshops can thrive in today’s digital-first market.

Trusted by over 700 garages across the UK and Ireland, Garage Services Online is the preferred website supplier for The Race Group. By combining Castrol’s trusted brand and promotions with GSO’s tailored digital solutions, independent garages can compete directly with national franchises. The partnership ensures workshops not only attract more customers but also convert online visibility into profitable, loyal business.

Taking the stage alongside Maisie Raine from The Race Group, Garage Services Online’s Alex Vere shared practical strategies that garages can implement straight away to attract the right customers and boost revenue.

“Your website isn’t just a digital brochure,” said Alex. “It’s your first hello, your shop window, your handshake. When a customer suddenly realises their MOT is due, or discovers a vehicle fault, they turn to Google looking for trust, transparency and convenience. If they can’t find you, or can’t book instantly, they’ll go elsewhere.”

The session explored how workshops can convert these ‘distress searches’ into real business.

Alex and Maisie explained the importance of optimising Google Business Profiles, maintaining mobile-first websites, and offering frictionless 24/7 booking. They also highlighted the value of trust signals, such as showcasing partnerships with brands like Castrol and displaying certifications, which instantly elevate garage credibility.

Another key takeaway was to prioritise high-value services, ensuring they are clearly highlighted and simple for customers to book online, while keeping business information consistent across all directories to boost visibility and improve search rankings.

The power of social media as a complementary channel was also covered. Posting regularly about services, promotions, and completed work keeps garages top of mind, engages customers, and supports recruitment by showcasing the business culture.

“We work closely with Garage Services Online to help independent workshops thrive in the digital space,” said Maisie. “By combining our expertise in the automotive industry and trusted Castrol partnerships with Garage Services Online’s tailored web solutions, we ensure garages can compete with national franchises while attracting more profitable, loyal customers.”

The strategic partnership ensures that independent garages not only attract more customers but can convert online visibility into profitable, loyal business. As Alex concluded, “Be visible or be forgotten. Your future customers are already searching, make sure they find you first.”

Over 500 garage owners attended The Blend 2025 in Birmingham on Saturday 18 October, the largest gathering in the conference’s six-year history. Across 20 sessions and two floors, attendees gained practical insights from 34 speakers and explored 16 trade stands.

For more information about Garage Services Online and how to transform your digital presence, please click here.

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