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There is a line that "M" says to James Bond in Casino Royale that applies to the car business and specifically to building websites.
"I need you to take your ego out of the equation."
There is a difference between putting forth a proper online image and bloating a site with the "Wow Factor." Anyone can build a website that looks like the homepage for an action-adventure movie, but the best, highest converting websites are ones that are both attractive and functional.
That isn't to say that your website should be ugly or plain. This is often the first impression that a potential customer receives about your dealership, so it should be attractive. Still, it is important to be functional as well as impressive.
One of the ways to do this is to build your website the way that you would want a website to look. Don't think strictly like the owner of the site. Think from the perspective of the customer. Take their needs, goals, and expectations into account, then put it all into a neat and professional package.
A consumer should have no problem finding anything they are looking for in 2 seconds or less. That should be the goal. Some of the "professionals" say 6 seconds or 8 seconds or 15 seconds. Overachieve. Make it clear as day that "Here is our used car inventory", for example.
The overall look should be clean. It should be attractive from the perspective that they won't be turned off by the site, but otherwise, think function, function, function.
Your customers will appreciate you for it and will reward you with more leads.
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Read more about automotive website design on this blog.