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Just a few years ago, the notion of car dealers having more than one website was ludicrous. Many didn't want to be on the Internet at all and wished that someone would just turn the whole thing off.
Today, more and more dealers are expanding upon their web presence to have multiple websites within their porfolio. For dealers interested in getting into other forms of sites, I have broken down some of the styles with links to live samples. Browse and enjoy!
The days of explosions and screaming are gone. There was a time when people were actually impressed by a lot of hype and hooplah. Now, they want the cars. They want to see the cars, the prices, the pictures at different angles, and they don't want to be distracted by anything other than the cars. Take a look at this San Diego Chevrolet Dealer. There can be a lot going on with a site and still give the customer what they want.
This is a perfect example of a site that focuses only on what is important to their customers. Cars, cars, cars!
There are times when the best way to get a point across is to keep everything focused. Car Cash is not a dealer, but they do have one purpose in the car business: they BUY cars from customers. Their website, Buy My Car New York, has lots of information but focuses on their one and only objective. They want to buy the vehicles that consumers are selling. Period.
This is a microsite. Many confuse microsites with landing pages (see below) but this one is a fully functional, bonafide microsite. It is simple enough to be a quick "in and out" for the fast consumer but offers plenty of information for the more investigative client. Sites like these are perfect as focus sites for various profit centers in a dealership.
Some customers want a buffer zone. They don't necessarily want to talk to a dealer directly (yet) but they do want to get information. They are the type of customer who wants a quick quote, hopefully filtered from many dealerships, with the best possible price.
They are the same customers who want to spend zero time on a website in their quest to get a quote. For these customers, custom landing pages were made for them. Check out Chattanoogo Chevrolet Dealers. As you can see, there's not much here. It gets the prospect in, out, and on with their lives. They leave satisfied that they have done their job and now it's just a matter of time before someone will contact them with a price.
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A strong internet marketing strategy in the automotive industry often requires having multiple ways of getting the leads. Different sites appeal to different people, so giving everyone an option that fits their needs is the best way to maximize exposure and increase leads.
Regardless of what "mix" you use in your internet presence, always remember that pay per click search engine marketing is good, but true automotive SEO is sublime, regardless of how simple your site is.
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Read more car dealer marketing articles on this blog.