Your website is your first impression for folks looking at dealerships online. Not only is it a representation of your brand, but it’s also a way to attract new customers. In only a matter of moments, a visitor to your website can determine if they want to do business with you. They may not have driven by your dealership or seen your commercials. Therefore, your site is as much of a representation of your dealership as the location itself.
One of the most important attributes of a website is the ability to communicate what the business does and who it serves. Your website needs to be able to answer questions a customer might have and give an accurate representation of your brand. At the same time, you can’t fill your website with so much content that your message is lost.
The following are 5 ways you can improve your dealership’s website:
Although you want your website to pop and grab people’s attention, it’s also important to have white space. This gives the impression of organization and cleanliness in a modern way, focusing the attention on essential aspects within that white space. It can be specific models, categories, new or pre-owned, etc. The possibilities are endless. A recent study by Crazy Egg found that user attention increased by 20% when using white space around images, titles, and text.
Create Calls To Action
People are going to venture onto your website at all times: early in the morning, during the business day, and even in the middle of the night. Calls To Actions (CTAs) are an excellent way for someone to begin communication with you based on what they want. Be careful not to bog down the page with too many CTAs. This can cause your message to be lost in the chaos. Less is more when using Call To Action buttons. Sometimes all you need are “View Details” and “Get ePrice” to adequately serve the needs of someone visiting your website.
Mobile Formatted Website
Not everyone who comes to your website will be on their computer or laptop. This is why your website must also be mobile formatted. Keep it easy to navigate and identical to the desktop version of your website. Many website building software products have built-in responsive design tools that allow your pages to detect the size of the screen being used, and reformat the page for optimal display. Mobile-Friendly websites rank higher in search results done on the phone compared to non-mobile formatted sites. If you want to read more on the statistics of mobile-friendly websites, click here.
Put A Face Behind The Business
When all the focus is on how to drive traffic to your website and improve the overall appearance, many businesses focus on the products and services offered. This can cause them to neglect the actual person-to-person experience. When people go to the dealership, they’re working with a real person. Since a visitor on your website doesn’t have someone greeting them it’s critical to have a page showing pictures of your staff on your website to give the visitor a welcoming vibe. Don’t limit the collection to just the sales team and service advisors either. Include service and reconditioning staff, finance, back-office, and executives, too.
People want to feel like they’re working with someone who genuinely cares about their business and not just after their money. Having a page with staff profiles “humanizes” your website and allows your staff to introduce themselves before someone comes into the dealership.
The photos you use online for the vehicles on sale at your dealership are essential to determine whether or not someone is interested. It’s the product’s first impression, so you want to make sure the cars look their best. Using high-quality images shows your dealership cares about the brand and giving the user the best possible experience online. A study by Cox Automotive found that 90% of customers find photos important when looking for new or used cars online.
There are plenty of other ways you can improve the online experience for your dealership’s website. These are 5 of the primary techniques that the most successful dealerships use for their sites. Give it a try with yours, and the results may surprise you.