Dominion Websites Product Overview

Why Dominion – The vendor’s top arguments to select their Websites

1. Responsive Design
Dominion Responsive Websites deliver a superior user experience with a Google-recommended platform for optimization across all devices.

2. Usability
The websites are designed with consumers in mind. Dominion utilizes research on how visitors actually process information to ensure shopper engagement; the websites are tested and updated regularly.

3. Unique Brand Messaging
A dedicated Dominion support team works with each dealership to craft and relay their unique story; creating content that resonates with consumers.

4. Fast Page Loads
Consumers have a short attention span and little patience for page loads. Dominion allows dealers to monitor, test, and improve site speed to capture and engage more visitors.

5. Comprehensive Reporting & Analytics
Dominion provides access to the information needed to maximize a dealership’s website, as well as integration with social media, reputation management and merchandising initiatives.

Product Highlights

Key Product Features

Overview

Dominion Dealer Solutions is the automotive technology division of Dominion Enterprises.  The company began as Trader Publishing Company and became one of the largest publishers of classified advertising. In 1999, beginning with the acquisition of Dealer Specialties in the inventory lot services business, Trader Publishing Company, later to become Dominion Enterprises, entered the automotive technology industry and undertook the design and development of one of the first responsive website platforms for auto dealers.  The solution is appropriately titled Dominion Responsive Websites.  There is no component of the platform that was produced prior to July 2012.

Dominion builds and improves the platform based on the philosophy that in order for a dealership site to be successful, it must meet the needs of automotive shoppers.  Dealership websites today should expect to see a 50/50 split between mobile and desktop traffic. With that in mind, it is increasingly important that every dealership website be truly usable across all devices.

Dominion positions itself as a website content strategy partner.  The strategy to attract and engage shoppers with unique and relevant content is supported by a Digital Marketing Manager, a dedicated consultant serving the dealer and driving website improvements monthly.  For the self-service dealership website manager, the Market Center Digital Dashboard is a one-stop location to view key metrics related to the dealership website, inventory, and optional reputation and social media tools.

A robust, yet easy to use, responsive content editor/manager allows the website editor full control of text, Meta Tags, descriptions, visuals, detailed pricing, and more without HTML.  For the hands-off dealer, maintenance and page updates are provided at no charge within the standard package.  A predefined number of model-specific (vehicle) discovery pages and one custom page per month are also included.

Website Functionality

Consumer View

A typical Dominion Responsive Websites’ dealership homepage is clean, simple, and uncluttered for the consumer.  Online brand representation begins with a visual slideshow or stationary imagery placed as a focal point. Welcome text is also featured on the homepage.  Dominion writers work with the dealer to tell the dealership’s story and accurately represent each unique brand.  While this is a benefit to SEO, the motive is to establish a consistent brand strategy and unique value proposition for every dealership.

Dealership Homepage

The sites are designed to engage customers by creating custom content that resonates, resolves issues, and matches what customers want to accomplish: schedule service, watch how-to videos (learn), search inventory, explore models, or browse customer reviews. Dominion advises dealers to highlight unique content using paid search, live chat features, etc.  A minimum of one page of custom content creation per month is standard, with optional add-on pages available.  With Dominion’s guidance, their sites continually grow with dealer-branded, market-specific material, enhancing the dealership’s image and driving SEO.  Page updates are included as free maintenance.

Capturing consumers that have just begun their shopping process (high-funnel) has traditionally been the role of the OEM websites: directing consumers to dealers’ websites when they are ready to purchase. Dominion provides five model-specific landing pages as part of the core package designed to allow consumers conducting online research the ability to interact directly with the dealership much earlier in the process (additional add-on pages available). Content is designed and written for the dealer to resonate with consumers in their local market.   The pages have the ability to integrate rich content, video, customer reviews, and similar models of interest. 

Dealers choose from two options for SRP (Search Results Page) design.  In addition to traditional filter features (price range, mileage, MPG), SRPs have the ability to populate relevant customer reviews via optional Reputation Management integration.  SRPs are highly configurable with multiple options to display pricing, rebates and incentives.  Carfax, AutoCheck, Certified Used, and OEM window stickers are some of the integrations also available.  The SRPs are relatively free of calls to action to drive engagement on VDPs (Vehicle Display Page) where it is most relevant to the customer.

Dominion allows dealers to select up to 10 line items to display price on VDPs, which is increasingly relevant for OEM advertising compliance.  Dominion integrates with AIS Rebates and Incentive Management Systems to automate the manufacturer incentive process.  The robust pricing engine allows the website manager to establish rules (example, special pricing expiration timing) and make group price adjustments (via batch versus individually).

An example VDP could include:

• Title (including year, make, model)
• Price (with incentive, rebate, and discount breakout)
• One direct call to action & contact form (Ex: Request info on this Vehicle)
• MPG
• Certification stickers
• Dealer info & map to vehicle location
• Vehicle quick facts
• Large vehicle image with slide show capability
• Full vehicle description
• Features & options
• Reviews relevant to consumers by model (Reputation Management Optional Feature)

Vehicle features and optional equipment are provided though integration with DataOne Software.  VIN-level data is imported with a 97% accuracy rate on standard equipment integrations.

The Service and Parts area of the standard website package has deep and rich content development capabilities, similar to the sales side.  Pages support the shopper’s research and engagement with Fixed Operations through simple icons, how-to video integration capabilities, and parts and service explanations.

Website navigation functions and search menus are designed for ease of use, providing both keyword and drop-down menu selection.  Navigation tools are designed to function seamlessly on any device.

Dominion provides an in-house compliance team.  Any change made to the site affecting OEM brand guidelines is reviewed by the team and sent to the manufacturer for a compliance check before going live.  The same process exists for a new site launch.  Dominion is the Preferred Website Partner for Toyota and has co-op agreements with other OEMs.

Dominion also offers group sites for any size enterprise to introduce shoppers to a family of brands and guide the user to the content they need.

Management Tools

The Dominion Market Center Digital Dashboard allows the website manager to view and align key metrics related to the website, inventory, reputation and social media products.  While the data can be accessed at any time, the Digital Marketing Manager assists the dealership monthly to review metrics and identify exceptions, outliers, and areas requiring attention.  This focus on exceptions and website performance data allows the Dominion team to help dealers constantly improve their site’s overall functionality and customer engagement. 

Dashboard advantages:

• Singular data source & login
• Consolidated reporting with results measured consistently
• Metrics collectively viewed from all Dominion products
• Google Analytics integration

Dashboard Reports / Tools

Monthly SEO/SEM reports display traffic, page views and search engine referrals. Graphic and numeric displays break out high-level metrics with relevant details. 

Examples include:

• Site Visit Details
  • Number of total site visits
  • Total +/- in a percentage month over month
  • Percentage breakouts by device
• Paid Search Statistics
  • Highest performing keywords
  • Keyword phrases
  • Rankings progress by each major search engine

Implement, track, and manage paid search campaigns through the Market Center Dashboard. 

Examples include:

• VIN-centric search campaigns
• Pay-per-view pre-roll video
• Sponsored links
• Display ads
• Retargeting

Standard website tools and functionality include:

• Local search engine optimization (SEO) set-up
• Search optimized inventory link pages
• Clean site code
• Search engine-friendly/search engine-safe (SEF/SES) URLs
• Sitemap
• Vehicle-specific URL and title

Content Editor (Management)

The Content Editor’s responsive design allows for a dynamic content preview, eliminating the need to publish or switch devices to test results when updating the website. Simply resizing the browser adjusts the view to the appropriate screen appearance and functionality.

Each page is placed on an editable shell (called a template) that provides visual consistency across the site.  The template includes header, footer, banner images, social links, contact info, and business hours that are visible to the shopper throughout page navigation.

A rich text editor allows the user to edit page text without knowing HTML.  Custom code editing is an option for more experienced users.  Around half of the dealers that use Dominion Responsive Websites call Support for edits instead of making updates on their own. 

The website editor’s “toolbox” consists of:

Versions are archived by date and editor, allowing users to revert to previous page content/style and archives. This provides accountability tools (the last 10 revisions are stored).  Advanced publishing options allow the user to set future (page) publish and expiration dates.

Page properties are customizable within the content editor including: URL (with built in redirect), title and Meta descriptions.  Variables like @dealershipname are predefined within the template and tag/description structure defaults based on SEO best practices.  These provide relevant page descriptions for both search engine bots and results pages.

Forms within the system have built in authentication features to flag spam.  During the setup process a system deployment coordinator will assist the dealership in directing form responses to appropriate contacts within the dealership or can feed them into the CRM.  Lead and contact forms are editable from content editor.

Site Audit Tool

The built-in site auditor functionality allows the user to select various tests to monitor and troubleshoot areas of potential improvement.   Reports are available for the following assessments: 

The Platform

Dominion’s platform is largely written utilizing Microsoft infrastructure (.net framework) and SQL Server technology.  The platform is hosted at redundant data centers throughout the U.S. Images and attached files are hosted within the cloud in centers across the country, improving site load and performance.  Dominion maintains a 99.99% system up-time rate. An open-source framework called Foundation supports the responsive design of the platform.

All Personally Identifiable Information (PII) collected on the website is protected via double-secret lock and separate login. Dominion conducts an annual internal audit of the system and its security procedures to ensure proper site security is in place and is actively followed.

The dealer or contract signee designates the dealership representatives with data access permission. These individuals can identify how leads are received from the website.

Dominion offers flexible integration and certification capabilities for third parties including most CRMs.  Based on the case and complexity, most integrations are available at no cost.

Additional Vendor Offerings

Dominion’s reputation and social media management platforms improve a dealer’s online reputation by strategically placing reviews in front of car shoppers. Integration with the Market Center Digital Dashboard allows a website manager to track KPIs across the product line using consistent measurement tools and single login.

The customer relationship management (CRM) tool for Internet, phone and showroom leads is called Dominion CMX.  The platform features role-based dashboards, configurable processes, custom reports and robust integration capabilities.

Merchandising consultants provide lot services, vehicle merchandising (photo and video), and inventory management.  The standard package provides visibility of vehicles missing photos, pricing, video or comments as well as key performance metrics via the Market Center Digital Dashboard.

Dominion’s equity mining tool allows dealers to drive retention with value-adds for current customers and conquest business from the service drive.  The mobile version includes VIN scanning for faster identification of equity opportunities.

Installation / Support

Following the contract signing, the dealer will provide Dominion with basic information regarding the install: design interests, inventory feeds, dealership unique value proposition, etc.  After the initial survey is complete, the dealership is assigned a Digital Marketing Manager.  The Digital Marketing Manager, Deployment Coordinator, and Designer are then introduced to the dealership to begin site design.  Before building the site, a static visual representation is designed for dealer approval.

The build phase includes SEO, custom content, and Q&A before the dealer approves the site launch.  The Digital Marketing Manager assists the dealership post-launch to test the website’s usability/functionality and improve site performance where appropriate.

The typical installation period from contract signing to go-live is 45-60 days.

Contract

Dominion offers a 12-month term with a 90-day cancellation policy.

Company Profile

• Type - Privately held
• Headquarters - Norfolk, VA
• Number of Employees – 1001- 5000
• Founded - 2006