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The tyre-fitting season is two weeks a year when a station earns as much as in the following two months. The first cold day multiplies queries, the queue runs until evening and the phone never stops. The problem is that most stations start preparing once the season has already begun — and half of that traffic goes to those who prepared in September. Let us look at what to do with the website in advance.
The peak is not spread out: it is tied to the first serious cold snap in autumn and to stable warmth in spring. People do not plan a change a month ahead — they do it on the day they saw frost in the morning or heard about sub-zero temperatures on the radio.
In practice that means three things. Demand flares up within a day. The person searches from a phone and on the road. And they are not prepared to wait: if the site shows no free time for tomorrow or the phone is busy, they dial the next number on the list.
So preparation is not about "launching ads in October" but about having a page that already exists, already ranks and can take a booking for a specific hour.
The main mistake is keeping tyre fitting as a line in the general price list. Such a line ranks for nothing, and in season all you are left with is paid advertising.
The working option is a dedicated page with its own heading, prices by rim size, job durations and hourly booking. It lives all year, gradually gains positions for "tyre fitting + district", "24h tyre fitting" and "tyre storage + city", and in season absorbs all the traffic, advertising included.
What the page needs: prices by rim size and vehicle type, cars and SUVs separately; what the job includes — balancing, valves, wheel washing; how long a full set takes; extended opening hours if you have them in season; the address and a directions button; booking for a specific time.
We wrote about building a garage site structure around search queries in auto repair website: maps, prices and bay booking.
The second typical mistake is redrawing the home page by hand twice a year. As a result "winter tyres -15%" hangs there in July, while in October the home page still talks about air conditioning.
We build a seasonal block with dates: you set it up once for the year ahead and it appears and disappears on its own. Tyre fitting in October and April, air conditioning in May, rustproofing in autumn. The same with offers: each carries an end date after which the banner is removed automatically.
This is not cosmetics. An expired offer in plain sight tells the driver directly that nobody looks after the site — and they transfer that impression to the station itself.
In season a queue means lost clients. A person pulls up, sees five cars ahead and drives to the neighbours. Hourly booking solves this for both sides: the driver arrives at their time, the station loads its bays evenly.
Technically it matters that booking understands duration: a set of car wheels and a set for an SUV with alloys are different windows. And that it shows the real number of free bays rather than abstract half-hour slots.
A reminder the day before with one-tap rescheduling works well on top — at peak it noticeably reduces empty windows left by people who changed their minds.
Storage is the most underrated part of the season. It brings money beyond the fitting itself and, more importantly, automatically returns the client in spring: their tyres are with you, so they will come to you to change them.
On the site it should be a separate block with an honest per-season price, terms and an answer to the main question — where and how the wheels are stored. A photo of the storage room works better than any description.
Add the reminder mechanic: in spring the client receives a message saying "your tyres are with us, book a change" with a button. These are the cheapest enquiries that exist.
If you also sell tyres, selection by make, model and year noticeably raises the average bill. The driver picks the car, sees the sizes that fit, availability and price, and next to it the fitting cost for that rim size.
Such a block additionally collects search traffic for queries like "tyres for Octavia 205/55 R16" that a general page will never receive.
Clicks get more expensive in season because every station launches campaigns at once. So it is worth switching on two or three weeks before the first cold snap, while competition is lower, rather than on the day of the rush.
Ads should lead to the tyre page with prices and booking, not to the home page. And bookings and calls must be passed to analytics as conversions — otherwise the system optimises the campaign for clicks rather than real clients. General budget benchmarks are in how much Google Ads costs.
Check the opening hours in ads and on maps separately: in season stations often work longer, and if the listing shows old hours, some people simply will not call.
On the first day of the season traffic multiplies within hours. A template site with a dozen plugins on cheap hosting either crawls or goes down at exactly that moment — when everyone is ready to drive over.
That is why we build pages served from cache, compress photos and avoid unnecessary scripts: 90+ mobile speed is not for a report but for the day when three times more people hit the site at once.
Checking readiness is simple: open the tyre page from a phone on mobile data. If the price and the booking button appear within a second or two, you are ready.
What to do in August and September so you are not preparing at the height of it: a dedicated tyre page with prices by rim size; hourly booking that accounts for duration; a seasonal block and offers with dates set up in advance; a tyre storage block with a photo of the storage room; updated opening hours on the site and in the maps listing; fresh photos of the bay; reminders to everyone who changed tyres last year; and launching ads two or three weeks before the cold arrives.
What the work on a station's site includes is collected on the page about auto repair website development.
The most valuable asset a season delivers is not two weeks of revenue but the list of everyone who came. Each person who changed tyres with you in autumn will change them again in spring, and the only question is whether they remember you.
The working mechanic: after a change the client enters the database with a note of which wheels and whether they left them in storage. In spring they get a message with a booking button, in autumn again. It is not a "we have a promotion" mailing but a specific useful reminder, which is why it works.
The second part is reminders about servicing and seasonal jobs for everyone who has already visited. How to measure the return on such repeat business is described in how to calculate a website's return.
A month and a half to two months ahead. The page needs time to be indexed and gain first positions, and you need time to calmly collect prices, photos and the schedule. Starting in October means the page will only catch paid traffic while the organic season passes by.
No. A dedicated page inside the station's site works better: it is reinforced by the site's overall weight, and the seasonal block on the home page points to it at peak. A separate domain would have to be promoted from scratch and maintained all year for the sake of two weeks.
By rim size and vehicle type — R13–R22, cars and SUVs separately, alloys separately if your price differs. That covers almost every case. Additional jobs such as puncture repair go in a separate short list.
If you have the capacity — yes, and it is worth putting on the first screen: "24h tyre fitting" is a very frequent query on peak days with few competitors. The key is that hours on the site, in the maps listing and in ads all match.
If the station already has a site, a dedicated tyre page with prices, booking and a seasonal block takes a few days. If there is no site, a full garage website takes 2–3 weeks, and it is better launched in summer so the page already has positions by the season.
The tyre season is won by whoever prepared two months earlier. You need a dedicated page with prices by rim size that lives all year, hourly booking instead of a queue, a seasonal block and dated offers that switch themselves on, a storage block that returns the client in spring, and speed that survives the peak day. Ads switch on two or three weeks before the cold and lead to that page, not to the home page.
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