U-Wrench — one shop, two ways to fix it.
A 15-year-old auto shop in Vail with an unusual pitch: rent a lift and tools and do the job yourself, or hand the keys to the ASE-certified crew. Two audiences, one site. We built a custom WordPress theme that lets a DIY-er and a regular customer each find what they need in a click, without the site picking sides.
The brief
U-Wrench has been around since 2009, but they’d never had a site that explained the dual model — DIY rental on one hand, full mechanic services on the other. New visitors couldn’t tell which was on offer, and the previous template treated them as the same thing. The shop needed a site that surfaces both paths from the homepage and goes deep on every individual service the crew performs.
The approach
- Custom WordPress theme with split DIY and Automotive Repair tracks, each with its own landing page
- Custom service CPT (uwrench_service) — ten individual service pages (oil change, brake pads, suspension, transmission, diagnostics, …) all editable in the block editor
- Custom testimonial CPT pulling three real customer reviews into a homepage section
- Trust band on the home — 15+ years, 2,500+ cars serviced, ASE certified, 4.9★ — pulled from real shop data, not stock copy
- Mobile-first layout with click-to-call in the masthead and the address tap-to-map (most traffic is en route)
- Local SEO pass for "DIY auto shop Tucson" and Vail-area ZIPs, plus structured-data schema for every service
“Awesome and knowledgeable staff. Perfect place for the DIYer to get things done when you need proper work space or special tools. Highly recommended!”
— Bryant S., U-Wrench customer
The outcome
The shop now has a site that tells both halves of its story without flattening either one. The crew can add or rewrite a service from their phone in the block editor; new testimonials drop in as a CPT post. Customers find the right path in seconds — book a mechanic, reserve a lift, or read up on a specific job before deciding which way to go.