Fixed-ops is the dealer's bread and butter when it comes to the bottom line. Your dealer's service landing page mustn't offer just relevant content but strong call to actions. Several dealers do not have much content at all on their service landing pages. And or their service scheduling tool leaves much to be desired. Here are the top things to consider when revamping your service page.
Remind Your Customers that You Can Service All Makes!
We all sell pre-owned vehicles, but how often do we remind our customers that we can service them too! Sure, we might offer the "free" oil change program that has not changed since we've opened - but do we even market to them afterward? Most of us do not! And for most of those dealers who do market to them, they are sending them "OEM Service Specials" that do not even apply. You can easily add an SRP Banner on your own site that says "We Service All Makes" with a link to your scheduling tool. It's that easy.
Highlight Oil Changes With Competitive Pricing
It is no secret that customers still believe that the dealer is more expensive for an oil change vs. taking it to a bix box service center. But the fact is that the dealer is often less expensive! Yet so many dealers do not explain that on their landing page! In addition to not offering a "price comparison" to show their customers that they are less expensive! To illustrate this, you can create a graphic that includes five different prices for oil changes in the area. Having a strong visual reminder can help increase the chances of potential customers booking an appointment.
Service Scheduling Tool
Not all service scheduling tools are made equal! And it is not a fun experience trying to book an appointment on a phone when the platform is not responsive. Yes, sadly, many of the tools out there today are still not mobile-friendly! Not to mention, there are still apps that do not offer you the ability to "sign-in" to easily book your next service appointment. With the ability to review previously declined services, or services that you have been recommended to schedule in the future. Having a tool that works and is easy to use - that offers relevant information - can make or break their not only booking an appointment but booking an appointment with multiple services.
Highlight Your New Processes for Picking-Up and Dropping Off their Vehicles
With your processes having been updated and changed with COVID-19, make sure to outline those procedure changes. Making it easy for the customer to understand what they can expect during the process. One of the things that you can also do is create a quick video outlining this process.
Bottom Line: Your service page is a significant landing page! Make sure you take the time to ensure that the content is relevant. Including a competitive price analysis for oil changes, information about servicing all makes, and an easy to use service scheduler that will make you stand out! In doing so, you will increase your chances of the customer booking service!
When is the last time you re-vamped your service page?