One of the biggest misconceptions in the automotive website business is that the more pages you have, the more leads your website will produce. There are arguments in both directions, but one thing is definitely true:
The more QUALITY, LEAD-GENERATING pages you have, the more leads you're going to get.
This is not an entry into the debate over indexing inventory versus not. That's an entire other post. Today, let's explore the power and effectiveness of landing pages both as part of your website as well as outside of your website.
Regardless of what your customers are searching for, they should be sent to a page that gives them what they're looking for, period. End of story. Having a landing page that is geared towards a specific model, a service product, or a specialty service that you offer will dramatically increase your website's ability to turn potential customers into buyers. Instead of going into details here, I will just hit on a few points that you want to have on your landing page:
Contact form: This is imperative. A landing page that does not have a contact form on it is worthless. Having a button to a contact form is nearly as useless. When someone lands on your page, you have a few seconds to convince them that you have what they want and you have to give them a way to get their information to you, all on one page.
Professional appearance: It amazes me when I hear that "it doesn't matter what it looks like." Is this true for you? Do you go to a page that offers something that you want and NOT take the appearance and professionalism into account? Of course not. It doesn't have to be super-fancy with flashing lights and zooming cars, but it should present a professional, trustworthy appearance that puts people at ease and compels them to submit a lead form.
Optimized, optimized, optimized: By far the biggest difference between what most companies offer and what we offer is that we actually optimize our landing pages to rank at the top for both competitive and specific keywords. It doesn't matter how well a landing page is built if nobody goes there. It is possible to have a landing page that is geared towards PPC marketing, but having one that is optimized can only help in the overall marketing plan of the landing page.
An offsite landing page is very similar to one on your primary website. The only difference is that you have the option of keeping it unbranded. There is a segment of the population that does not like working directly with car dealers until the last possible moment. They would rather go through a third-party site that will do (in their mind) most of the work for them ahead of time. This is how many third-party lead providers generate the leads that they sell to you for $15-$25 each.
By creating an unbranded microsite like Used Cars New Hampshire, for example, you can relate to those who want a buffer between themselves and the dealers, at least in this stage of the buying process.
We won't promote our product on this blog even though we (obviously) feel it is the best. Instead, I just wanted to arm those considering a landing page with information that can help them make a decision.
Normally, you get what you pay for. A $50 landing page is a $50 landing page. It isn't sold for much because it isn't worth much. On the other hand, a $10,000 landing page is a ripoff unless it comes with something very, very special (gold bars, perhaps).
When shopping, a good price range for a monthly program without SEO is $100-$250 per month. With SEO, you should at least double that number. Some sell them outright with an inexpensive hosting plan attached. These should cost somewhere between $1500 and $3500 plus $10-$40 per month for hosting.
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Read more about automotive landing pages on this blog.