.nl in the spotlight: volaremotoren.nl
"We've grown enormously over the last year, and the prospects are good."
"We've grown enormously over the last year, and the prospects are good."
For anyone doing business in the Netherlands, .nl is the internet domain. And behind every registration there's a story. An inspiring story that can help others setting foot on a similar path. One of them is the story of Jarie Scheepstra, who runs Volare Motoren, a motorsport company based in the town of Assen. Jarie recently switched domain names after discovering that the new name – volaremotoren.nl – got better search engine rankings.
"Yes, I started the business in 2017. I was working on the motorsport scene on a self-employed basis and needed to register with the Chamber of Commerce. A relative came up with the name Volare; it's Latin for flying, racing, going fast. We sell and maintain motorcycles and we also provide custom building and tuning services for motorcyclists. We're based in Assen, the 'home' of Dutch motorsport. I started off using the name Volare Techniek, but that turned out to be too generic and didn't get good search engine rankings. So I switched to volaremotoren.nl. The new name has a more obvious link to what the business does, so the rankings are better. The main advantage of that is bringing in new customers, in addition to the ones who already know me from the motorsport world."
"One of my customers is Jos Sabel of Sabos Webdesign in Beilen. He registered the domain name for me through Mijndomein, who also handle the hosting and security. (Editor's note: volaremotoren.nl scores 97% on internet.nl.) We did a deal: he'd build me a website, and I'd look after his motorbike."
"My racing activities are very good for the reputation of the business. The racing brings in customers. So I regularly post behind-the-scenes photos from motorsport events on Facebook and Instagram. The pictures provide a sort of alternative window on the motorsport scene. I've now got nearly a thousand followers on Facebook, and that brings in trade as well. Of course, you have to devote a certain amount of time to it – I try to set aside half a day a week – but it's easily worth my while."
"The racing is where my heart is, but the business focuses mainly on street bikes. Racing is great, but it keeps you away from home so much. At world championship level, you can be away for weeks on end. So, although I'm still racing, I don't do as much as I used to. As a mechanic, I'm active mainly on the IDM Superbike scene. A lot of events are still taking place, albeit without spectators, so I'm still allowed to travel. Nevertheless, all coronavirus testing requirements and so forth have had a major impact."
"We took a hit initially, but then busines gradually picked up again. People who couldn't go on holiday started riding their motorbikes more. And it was noticeable to us that they were also spending more on their bikes. Customers are now definitely placing much bigger orders than before. As a result, the business grew so much in 2020 that we moved to bigger premises on 1 February this year. By coincidence, we moved at just about the same time that the new website went live. The biggest problem we've had is that the crisis has disrupted component supplies from abroad. Sometimes we can't do what a customer wants, because we can't get the parts."
"I'm optimistic. In the next few years, I'm hoping to double the size of the business, with more floorspace and more staff. We also want a more extensive website and a webshop for parts, so that we can provide a better service to customers who like to work on their bikes themselves."
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