What Makes a Great Dealer Website? 

Sep 14, 2022

There’s no question that an excellent dealer website can help you sell more cars. In fact, your website may be the most essential tool in your sales arsenal. A good website provides potential customers with all the information they need to make a purchase decision and creates a positive impression of your dealership. But what makes an excellent dealer website? And what can you do to improve your dealership’s website? 

Importance of a dealer website 

As the world becomes increasingly digital, having a strong online presence is more important than ever. Your website is likely the first impression potential customers have of your dealership. Therefore, you must constantly optimize your website to make a good impression and provide visitors with all the information they need to make a purchase decision. 

Tips for car dealers’ websites to stand out 

Follow these tips for car dealers’ websites to stand out from other dealerships, such as: 

Make it easy to find information 

When considering optimizations, you must ensure potential customers can easily find the information they are looking for. This means having a well-organized website with a clear navigation system. All your content should be easy to read and understand and organized in a way that makes sense. 

In addition, you should make sure that your contact information is prominently displayed on every page of your site. This makes it easy for potential customers to contact you if they have any questions or concerns. 

Create well-written product descriptions 

Another critical aspect is well-written product descriptions. Your descriptions should be informative and persuasive, and they should also be free of spelling and grammatical errors. Remember, your goal is to convince potential customers that your vehicles are the best on the market. 

Some persuasive writing techniques you can use include: 

  • Strong, active language 
  • Using “you” statements 
  • Satisfied customer testimonials and reviews 

Use only high-quality images 

In addition to well-written product descriptions, it is also essential to have high-quality images on your site. These days, potential customers expect to see photos and videos of cars and trucks they’re interested in, which allows them to get a better idea of how the vehicle looks and how it works. Images may include the car in a showroom setting or on the road. If your dealership is looking to future-proof, you might consider adding augmented reality features that allow potential customers to view a car from the comfort of their homes. 

Develop a user-friendly navigation menu 

Another vital element is a user-friendly navigation menu. This is the menu on every page of your site that allows visitors to quickly find the information they’re looking for. Your navigation menu should be easy to use and understand, and it should be consistent on all your pages. If customers have to click through a series of confusing menus to find the contact page, they may give up and look elsewhere. 

Optimize for fast loading times 

In today’s fast-paced world, people have little patience for slow websites. If your site takes more than a few seconds to load, potential customers may navigate away and look for another source of information. There are a few things you can do to improve your site’s loading times, such as: 

  • Optimize your images 
  • Use fewer plugins
  • Reduce the amount of code on your pages 
  • Use a content delivery network  

Improve mobile device compatibility 

These days, more and more people are using their mobile devices to access the Internet, which means that it’s essential that your site is compatible with all types of mobile devices. A responsive design automatically adjusts to fit any device’s screen, ensuring that your dealership’s website can be easily viewed on smartphones, tablets, and laptops. 

Take advantage of social media integration 

Social media has become the backbone of most businesses, and your dealership should be no different. Integrating social media into your website makes it easy for potential customers to connect with you on their favorite platforms. You can also use social media to share updates about new products, special offers, and events. 

Don’t neglect SEO 

SEO, or search engine optimization, is the process of improving your site’s ranking in the search results. Organic search is still one of the most effective ways to draw traffic to your website. Ensuring your site is optimized for search engines is crucial.  

Some things you can do to optimize your site include: 

  • Using keyword-rich titles and descriptions
  • Creating high-quality content 
  • Building backlinks 

Tips for car dealers’ websites and design improvements 

Your website’s design should have user experience in mind. This includes all stages of a car-buyer’s journey, from when they’re just starting their research to post-purchase. Creating a great design is essential for success and ensures your website stands out from the rest. 

Some critical elements of a great design include: 

Aesthetics: First impressions count, so ensure your website looks professional and trustworthy. Use high-quality visuals and easy-to-read fonts. Your color scheme should be consistent throughout the site and match your logo and branding. 

Functionality: All your website features should work properly and seamlessly together, including everything from contact forms to payment processors. Ensure all your pages are optimized for lead capture by having calls to action (CTAs). Tools like Kelley Blue Book LeadDriver can help you capture more leads by integrating capture forms into your website. 

Security: Online security is a top priority for car buyers. Make sure your website uses HTTPS encryption and has a valid SSL certificate. This helps keep your customers’ personal and financial information safe. In addition, you should have a privacy policy that complies with data protection regulations. 

Tips for car dealers’ websites to increase conversions 

Your dealer website is designed to generate leads and convert them into customers. However, this doesn’t happen automatically — you need to take steps to increase conversions on your site. For dealers, a conversion can mean many things and may refer to a customer: 

  • Requesting a quote 
  • Booking a test drive 
  • Submitting a financing application
  • Subscribing to your newsletter 

Here are a few tips for car dealers’ websites to increase conversions: 

Offer competitive prices: Customers are always looking for the best deals. Make sure your costs align with the market and offer discounts and promotions regularly. 

Provide excellent customer service: Respond to customer inquiries quickly and efficiently. Consider adding a 24/7 chatbot that allows your customers to immediately get the answers they need or be directed to a specific correct team member. 

Streamline the checkout process: Customers are more likely to complete a purchase if the process is straightforward. Make sure your forms are short and easy to understand and offer multiple payment options. 

Final thoughts 

An excellent dealer website is one that functions properly, looks professional, and helps you generate leads. It’s also essential to ensure your site is secure and compliant with data protection regulations. Kelley Blue Book can help you succeed with a suite of products and services designed to attract online shoppers and convert them into customers. Use our tools to get real-time market data on pricing and vehicle trends so that you can stay ahead of the competition.