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We as Internet Managers seem to focus so much on the sales end of the operation of the dealership website. I don't know if it is part of our pay plans, but we should be looking at it from a 30,000 foot view for the dealership. How can we as Internet Managers grow the dealership as a whole and not just on sales? I know when I am going through conversion rates for our website, more than 60% of the unique visitors are there for fixed ops. So what are we doing for those customers? Here are some thought starters for your main dealership website.
Now to think outside the box a little. Are you generating fixed operations sales by having more websites? A lot of dealers have micro-sites for sales, but do you have one for fixed ops? I took the advise of a well known person in the industry and grabbed a url with our city and oil change in it. It comes up number one in a google search when you search our city and 'oil change.' You can build a professional looking website using Wordpress and run with it. The only cost you have is the cost of the url and time to build the site (took me about 3 hours after the tweaking). If you have a body shop, try it. If you have a strong parts department, try it. The options are endless.
What are you doing to help fixed operations on the internet? Do you have some micro-sites that are helping them? Would love to hear your ideas.