Regardless of your industry, we’ve all heard the familiar refrains: “A website is an essential part of running a business today,” “Your website is the employee that never sleeps,” and “As more of our lives move online…”. These statements, while often repeated, ring true, especially for auto dealerships.
The market is flooded with website solutions, but many dealerships overlook the crucial distinction between simply having a website and creating a genuine online experience. A strong website isn’t just about digital presence. It’s about extending every facet of your dealership – the showroom experience, your inventory, repair capabilities, sales team’s expertise – into the digital realm.
Your Website is the Foundation of Your Online Presence
A well-designed, user-friendly website can help your business create comprehensive online destination. An easy-to-use, informative website will drive engagement and ultimately help you sell more cars. Your website is not just a way to show off what cars are on your lot – it is a way to build brand identity and establish credibility.
The Showroom that Never Closes
Your inventory is the core of your business both online and offline! Every store will still attract walk-in customers, but many savvy consumers will start their car search online. It is vital to have a user-friendly website, especially for consumers that are familiar with your brand and location(s). If your website is their first stop on their car buying journey, the functionality of your website can make or break their experience.
Think about when a customer physically walks into your dealership: how do you want them to be treated? Typically with a friendly greeting from a member of your team, right? The same idea can be applied to your website. Making sure your customers are greeted with a user-friendly interface and features can help turn their lead into a successful sale.
Functionality that improves user experience:
Contact Forms & Chat Features: Allows site visitors to ask general questions about your inventory and dealership and connect directly with your team. Depending on the service, these can be powered by AI and pre-programmed with frequently asked questions.- Appointment Schedulers: Online appointment schedulers save time and help your customers connect with your sales team faster. This is an effective way to free up time for your sales team, as these tools are typically synced right with your team’s calendar.
- Financing Applications & Pre-Approval: Offering financing applications or pre-approval tools allow your customers to go into their purchase with more knowledge of their budget, interest rates, and maximum loan amounts.
The Employee That Never Sleeps
Your website is not just a platform to show off your inventory; it’s a resource to help answer new and returning customers’ questions. When you boil it down, online search is a game of questions and answers. We use Google and other search engines because we are looking for information. Search engines provide us with answers in a number of ways: through AI Summaries, Google Business Pages, Google Ads, and of course traditional search result pages.
At the heart of every SEO and online marketing strategy are tactics related to how a business can help answer questions for consumers. For auto dealerships, your website should answer questions such as:
- Why should a customer choose your dealership?
- How does your organization contribute to its community?
- What types of vehicles are on your lot? Do you carry specific brands?
- What financing options are available?
- What communities do you serve?
The presentation of these answers can come in many forms: on an “About Us” page, your vehicle detail pages, banners on your home page, chat features, Frequently Asked Questions, and so on.
Attracting Local Customers & Extend Your Service Area
The idea of “Content is King” has reigned for almost three decades. The definition of content has become more nuanced with advancements in AI tools, video platforms, and search engine algorithms, but the core idea has remained constant: the information you provide to your customers can make or break your online presence.
For auto dealerships, establishing a local presence is rooted in two factors: quality content on your main website pages and optimized vehicle listing pages. Both offer prime opportunities to incorporate location-specific data, solidifying your dealership as a trusted local resource and expanding your online reach.
Enhancing Your Third Party Listings
Your website and dealership management system serves as the central hub for your inventory, and a pipeline to third-party platforms like Edmunds, AutoTrader, Cars.com, and CarGurus. By optimizing your original listings, you not only enhance the customer experience on your own site but also significantly impact your ranking and visibility across third-party channels, which helps expand your audience of potential buyers.
Take Your Online Presence To The Next Level w/ Surfwrench
Surfwrench offers auto dealerships a range of services to optimize, enhance, and improve their online presence. From vehicle detail page optimization services to website audits, we have the expertise to supercharge your website, third-party channels, and online leads.
For more information regarding how Surfwrench can help you increase your conversion rates and take your dealership’s sales to the next level, please reach out to us at 877-653-5828 or [email protected].
