From Invisible to In-Demand: How The Toy Shed's New Online Presence Generated $30,000+ in New Business
The Challenge: Talented Craftsmen Hidden from View
Despite their exceptional custom restoration and collision repair skills, The Toy Shed LLC might as well have been invisible to anyone outside their immediate network. Brothers Ethan and Levi Phipps had built a respected business crafting showroom-quality restorations of classic vehicles and providing expert collision repairs, but their online presence was nonexistent.
"We were completely dependent on word-of-mouth and referrals," Ethan explained. "If someone wasn't directly connected to a previous client, they simply couldn't find us—whether they needed a complete vehicle restoration or quality collision repair. It was like having a storefront with no sign on a back road that nobody drives down."
Their visibility challenges created several significant business limitations:
Limited reach beyond existing networks
No way for potential clients to discover their dual expertise in restoration and collision services
Inability to showcase their portfolio of completed projects in both service areas
No platform to demonstrate their craftsmanship in custom metalwork and paint restoration
Missing opportunities from search traffic for both restoration and collision repair
Difficulty conveying the scope and quality of their work across service offerings
The impact on their business was substantial. "We knew there were classic car enthusiasts searching for quality restoration services and vehicle owners needing expert collision repair, but they had no way to connect with us," Levi shared. "It felt like we were missing out on ideal clients who would value our craftsmanship in both restoration and collision work, simply because we were invisible online."
Perhaps most frustrating was their limited ability to showcase their completed work. "We had a Facebook page, but it just wasn't enough," Levi explained. "We'd transform a rusted-out classic into a showroom-quality restoration or return a damaged vehicle to factory-perfect condition, and all we could do was post a few photos that quickly disappeared in people's feeds. Our best work was essentially invisible to potential new clients," Ethan added. "We had no effective way to leverage those successes to attract new business in either service area."
The Solution: Building a Comprehensive Online Presence
When The Toy Shed partnered with Allura Connections for a VIP Project implementation, creating an effective online presence became a top priority. After thorough Strategy and Roadmap Sessions to understand their unique value proposition and target markets for both restoration and collision services, we implemented a complete digital presence solution:
1. Professional, Purpose-Built Website
We designed and built a custom website that showcased their dual expertise in restoration and collision repair, complete with:
Distinct service sections clearly explaining both restoration specializations and collision repair expertise
Before-and-after gallery of completed projects for both restoration and collision work
Detailed explanation of their processes and craftsmanship for each service area
Client testimonials highlighting quality and reliability
2. Specialized Inquiry Forms
We created targeted forms for different services (custom restoration, collision repair, custom metalwork) that collected essential project information upfront, qualifying leads before the first conversation.
3. Portfolio Showcase
We developed a visually compelling portfolio section featuring high-quality images of both their restoration projects and collision repair work, allowing potential clients to see the caliber of their craftsmanship in all service areas.
4. Service Descriptions
We crafted detailed descriptions of their specialized services—from rust repair to custom metalwork to show-quality paint to precision collision work—that communicated their expertise and attracted targeted search traffic for all offerings.
5. Testimonial Integration
We incorporated authentic client testimonials from both restoration and collision repair clients throughout the site, building credibility and trust with potential customers regardless of their needs.
6. Local SEO Optimization
We optimized the site for local search, ensuring they would appear when people in their area searched for relevant restoration and collision repair services.
The Results: Measurable Revenue and Expanded Reach
The implementation of a comprehensive online presence created immediate and significant business growth for The Toy Shed across both service areas:
Substantial Restoration Revenue
"Within just three months of launching our website, we secured a $25,000 complete restoration project from someone who found us through a web search," Ethan shared. "That single project more than paid for our entire investment in the new systems."
Expanded Collision Repair Business
Their online presence also attracted collision repair work. "We've completed two substantial collision jobs worth over $5,600 combined that came directly through the website," Levi noted. "These were entirely new customers who had no previous connection to our business but trusted us based on our online presence."
Higher Quality Leads in Both Service Areas
The specialized inquiry forms ensured that the leads coming through the website were pre-qualified and serious about their projects. "The information we collect upfront helps us quickly determine if a restoration or collision project is right for us," Ethan explained. "We're no longer wasting time quoting projects that aren't a good fit for our expertise."
Portfolio Leverage Across Services
The ability to showcase previous work has created a positive feedback loop for both services. "Having a dedicated portfolio of our restoration and collision repair work online has attracted clients looking for similar services," noted Ethan. "We're becoming known for the quality of both our restoration work and collision repairs."
Beyond Revenue: Strategic Business Impact
The development of The Toy Shed's online presence has had implications far beyond the immediate revenue generated. It has fundamentally changed their business positioning and future growth potential in both service areas.
"Our website has become a powerful qualification tool," Ethan revealed. "People who contact us now already understand our commitment to quality and craftsmanship in both restoration and collision work. They've seen our work and read about our approach, so they're prepared for the investment that quality service requires."
Their new online presence has helped establish their credibility. "Having a professional website where we can showcase our work has given potential clients more confidence in our abilities," noted Ethan. "It's easier for people to trust us with their vehicles when they can see examples of our past work."
Key Takeaways for Specialized Service Businesses
The Toy Shed's online presence transformation highlights several valuable lessons for specialized service-based businesses:
Invisible expertise has limited value - Even exceptional craftsmanship needs visibility to reach its potential market
Quality visuals communicate craftsmanship - Before-and-after images create immediate credibility that words alone cannot
Pre-qualification saves resources - Properly designed inquiry forms filter prospects before investing time
Digital presence extends geographic reach - Online visibility removes local limitations for specialized services
Portfolio showcase creates specialization - Displaying past work attracts similar projects, building expertise niches
For specialized service providers like The Toy Shed, an effective online presence doesn't dilute the personalized nature of their work—it actually enhances it by attracting ideal clients who value their particular expertise across all service offerings.
The Path Forward: Building on Digital Success
With their new online foundation in place, The Toy Shed continues to expand their digital presence. They regularly update their portfolio with new restoration and collision repair projects.
"We now see our website as a living showcase of our work, not just a static business card," Levi reflected.
Ethan added: "What's most remarkable is how our online presence has helped us become more selective about the projects we take on in both restoration and collision work. We're no longer saying yes to everything that comes our way out of necessity. We can focus on the projects that truly excite us and play to our strengths."
Major Business Expansion: Acquisition of Hartman Autobody
Perhaps the most significant development since establishing their online presence has been The Toy Shed's acquisition of Hartman Autobody in Waterloo, Indiana. In early 2025, brothers Levi and Ethan Phipps purchased the respected auto body shop from Mike Hartman, who had operated the business for more than 30 years.
The expanded business, now operating under The Toy Shed brand at 540 E. Marion St. in Waterloo, offers a full range of services including collision repair, insurance work, rust repair, panel fabrication, Fiberglass work, paint services, ceramic coating, rust proofing, factory finish, and custom paint.
This ability to grow their business has further elevated the quality of their work, creating another positive cycle. Better projects lead to a more impressive portfolio, which attracts even better projects, continuing the upward trajectory of their business across all service areas.
Is your specialized service business invisible to potential ideal clients? Are you relying solely on word-of-mouth while competitors with lesser skills secure projects through better online visibility? Allura Connections specializes in creating effective digital presences for entrepreneurs and small business service providers. Contact us today for a Tech Simple Strategy Session to discover how we can transform your online visibility and attract the high-quality clients your craftsmanship deserves.
