Ideally, your dealership website is like a 24/7 sales representative—constantly educating buyers, sharing your value proposition, and nurturing them through the sales funnel.
More specifically, a good used car dealership website is easily discovered by search engine users, and gives them the information they need to take the next step: Calling you to set an appointment.
But not every dealership website meets this high standard. If yours isn’t accomplishing what it should, it could be for any number of reasons.
Here are six of the most common dealership website fails—any one of which could be the root of your site’s poor performance.
These days, consumers just don’t have the time or the patience to wait around for your website to load. If it takes more than two or three seconds for your site to load completely, you’re almost certainly losing traffic. Make sure your site loads quickly, across all device types and Internet browsers.
A good dealership website should spur action. It should push your visitors to pick up the phone and call you. That requires a clear and concise call to action. In fact, we’d recommend having a CTA on every single page.
When we talk about NAP, we’re talking about your dealership’s name, address, and phone number. This contact information should appear on every page of the site. For one thing, it’s an important local SEO factor. For another, it makes it easy for visitors to connect with you.
A good dealership website will educate and inform; it will help the buyer to feel more confident in making that appointment with you. Some good, detailed information about your inventory and your F&I products helps. A dealership blog can also be valuable.
Along the same lines, a good dealership website should make it easier for buyers to trust you. That’s something you can accomplish by offering social proof, in the form of reviews or testimonials. Information about warranties, guaranties, awards, or professional affiliations can also be good.
Finally, a good dealership website should be optimized for the search algorithms—and one way to make that happen is by ensuring you have keywords placed in all the right places. You don’t have to stuff them into every sentence; just make sure you have a keyword in your meta description, keywords in your titles and headings, and perhaps a few keywords in the body of your website content.
A good dealership website should help boost your visibility and increase conversions. If yours doesn’t do that, maybe it’s time for a tune-up.
Happy Selling Driving Sales fam!