For a very long time, most independent used car dealers never paid much attention to their website at all. It was, and unfortunately still is in many cases, simply a “Nice To Have “. We are not saying that this is the case in all countries, but this is still very true in South Africa today.
The majority of used car dealership owners and sales managers will admit that they don’t even know how many visitors their website attracts on a monthly basis or how many leads they received in their inbox from the website.
Due to the Covid-19 pandemic, the entire world quickly transitioned to conducting business online. A few years back, prospective buyers would simply research cars online, start the buying process by contacting the dealership and visiting the dealership showroom. Well, the tables have turned and a modern car dealership website is no longer just a nice to have, it is a truly a must have!
I think it is fair to say that any dealership who keeps on treating their website as an after thought,especially in the digital times we live in,will be leaving a lot of deals on the table for the competition to grab!
You need a bespoke automotive dealership website for your business!
This effective marketing tool can make the difference between a customer who is merely browsing and the one who wants to actually purchase a vehicle. Statistics show that the average car buyer, when they are ready to buy, spends nearly fifteen to twenty hours shopping for a vehicle, and more than half of those hours are spent online – so your website should be informative, engaging and highly effective at driving business.
In addition to captivating visuals and clear, informative and high quality content, online car shoppers will benefit from:
- Dynamic vehicle detail pages with quality exterior and interior photos
- A comprehensive list of the vehicle features and specs
- Accurate pricing information on each vehicle
- Comparison guides that explain the differences between similar models
- Being able to use a simple loan calculator on the website
- Having access to a more elaborate search option to further refine search criteria
- Detailed contact information including all the phone numbers and email addresses
- The address with a clickable map pin pointing your dealership location
- Enquiry forms on the vehicle display page and other important pages
- A clear display of opening and closing hours
Here are some extra tips your dealership can keep in mind when revamping your website:
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- Implement SEO on your website – this will help boost your website to show up in potential buyers’ search results.
- Design For Mobile Responsiveness – most people will browse your website on mobile phones
- Optimise website speed and performance – slow loading webites will increase your bounce rates
To Conclude
Internet marketing is becoming the most important part of selling a car. The information consumers find online can bring them to the dealership and get them to sign the deal. However, if a dealership’s site doesn’t have everything the customer is looking for, people can be lured away by the websites of competitors. Car dealers should take the time to review their site to make sure it accomplishes the things that customers want.
If you don’t have the time or the experise to get a high performing mobile responsive website in place for your car dealership, our team is here to help. Our team specializes in the design, publishing and management of Modern Mobile Optimised Automotive Websites and Dealer Digital Solutions with a strong focus on Facebook & Instagram Paid Advertsing.
