Research · Auto repair
The 200-word homepage
A homepage has to explain the business, its services, and what a customer should do next. One in four homepages we checked tried to do all of that in fewer than 200 words.
One in four homepages give a customer fewer than 200 words to decide with.
The median homepage contained 459 words. At the shorter end, 1,582 contained fewer than 200 words; at the other end, 2,995 contained at least 500.
Word count is not a quality score
A short page can be clear and useful. A long page can still say very little. The real question is whether a customer can quickly understand the services, location, credibility, and next step.
Fewer than 200 words leaves limited room to answer those questions. Adding filler is not the fix; adding useful information is.
How we got these numbers
We checked accessible homepages from valid websites associated with businesses categorized as auto repair. Each website was counted once using its latest homepage result.
Word counts were available for 6,382 homepages. Another 224 websites did not have a complete homepage result and were excluded from the percentages.
An honest limitation: these are the businesses we chose to analyze, not a random sample of the industry. Counts can include repeated navigation and footer text, and they do not measure whether the writing is accurate, original, or persuasive.
What to do about it
- Explain the main services. Name the repairs and maintenance customers can book.
- State the service area. Make the location and nearby areas easy to confirm.
- Add proof. Include experience, guarantees, certifications, or customer reviews.
- Make the next step obvious. Give customers a clear route to call or book.
- Remove filler. Every section should answer a real customer question.