We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
One of the most compelling parts about responsive websites for car dealers is that they can be very attractive. The flexibility across different screen sizes gives them the ability to utilize all of the space properly, resulting in some of the best looking websites on the web.
This is great. It's also a minor point. The things that make responsive websites superior to other websites can be found in the numbers. It's the results that matter, the ROI, so I encourage dealers to dive deeper before they make decisions based upon asthetics.
Keep in mind that I own a company that provides responsive websites to dealers, so don't take this article as a stab against them. We became firm believers in responsive as the best way to build dealer websites long ago. The reasons why we love responsive websites are numerous and have very little to do with the appearance. The fact that they look amazing is a bonus, not a reason to use them.
Here are some of the real reasons that dealers should look at responsive over adaptive, mobile, or desktop-only websites:
There are plenty of other reasons, but the appearance of the website is not one of them. When we look at ROI, we take into consideration reasons such as the ones I listed. The industry's (and most of the internet's) shift towards responsive websites means that people inside and outside of the industry are seeing return on their investment. Otherwise, the crowd mentality would not be embracing it so readily.
Saving money on your web presence while improving your content, SEO, and social media makes the ROI equation easy to solve. More sales for fewer dollars - that's what ROI is all about.
There are good and bad responsive websites. There are good looking and bad looking ones. The real key to making the most out of them is to make decisions based upon results rather than appearance.