WEB ANALYSIS
A No-Frills Focus Keeps It Real for Underground
Autogoboom.com
By Jamie Sorcher
More than 300 color thumbnails of installations are available through the Sound System link, which gives an impressive look at the range of work done at Underground Auto Sound.
U
nderground Auto Sound, based in Tonawanda, N.Y., an area better known as the Gateway to the Erie Ca- nal, has been in business for 12 years. The website for the retailer,
autogoboom.com, launched when the
store opened its doors. Noticeably, the URL for the site is dif- ferent from the name of the shop. More than two years ago a second business, Underground
Wraps, launched with its own website,
undergroundwraps.com, with a URL that matches its store name. As its name implies, the business focuses on high-resolution car, van and truck ad- vertising wraps (mobile billboard, anyone?). There is a link to this site on the autogoboom home page, and vice versa. Both sites work together to drive customers to each of the two store locations, which are only about 10 miles apart. The
autogoboom.com website has a no-frills approach — no mu-
sic, blogs, awards or certifications; no testimonials and no online shopping, which Owner Jim Hensel said was done for a reason. “We want our information to come up right at the top when someone does a search, so what we are focused on is search engine optimization,” he said. Sure enough, by typing in Underground Auto Sound, the site
autogoboom.com is the
56 Mobile Electronics August 2012
first listing to come up in a Google search.
Autogoboom.com, which is updated about once a month, Hensel said, has a home page that loads quickly, bringing up key information that is easily viewable without having to scroll to the bottom of the page. There is no music serving as a dis- traction, and there are no other elements on the opening page, such as videos that take a long time to load. There is liberal use of color on the home page with yellow, red, blue and white, all on a black background. When the home page pops up, what viewers first notice is the circular logo with the phone number at the top-left third of the page. Next to it are the addresses and phone numbers of the company’s two facilities. The Oliver Street location, which is 6,000 square feet, is where the company handles its vehicle graphics work. The Sheridan Drive facility, at 3,000 square feet, is designed primarily for the car installation work. Right below this top third is where the main body of the home page begins, featuring a pulldown menu of the com- pany’s six specialties: Starters & Alarms, Sound Systems, Bluetooth, iPod Install, HID (High Intensity Discharge) Upgrade and Vehicle Grafix. When viewers click on a category name, it
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