An increase in consumers searching for vehicles online has led to increased competition among auto dealers in designing their digital marketing strategies. Creating and maintaining a quality website is the most important part of any auto dealer’s digital marketing strategy.
If you are an auto dealer looking for features that can differentiate your dealership’s website from your competitors’ websites, here are a few that you need to consider.
Virtual showroom: The virtual showroom of an auto dealership represents its traditional brick and motor showroom online. A good design entails industry leading software technology, services and features, inventory listings with videos and photos, separate inventory listings for new, used and CPO cars, lead management apps, etc., all of which give you an edge over your competitors’ websites.
Videos: Having videos of every model listed in your inventory will help you give detailed and clear explanations of the models. This increases the confidence of the customer while making a purchase decision. Moreover, videos are engaging, interesting and give a full-length explanation in a short span of time.
New and used inventory listings: An auto dealership’s website's primary purpose is to sell vehicles; hence, maintaining an inventory and displaying the details of all the new, used and CPO vehicles is compulsory. Also, constantly updating the inventory listings with the details of new arrivals, along with providing information such as free vehicle history report, vehicle summary, photos, window stickers, videos, quick and detailed specs, etc., will help the customer get clear and complete details of the vehicles available.
Specials and promotions: A separate section for specials and promotions in the website plays a prominent role in attracting customers while informing them about the special offers at your dealership. You can include items like finance specials, weekly specials, service and parts specials, sales events, etc., on few prescribed new and used vehicles, so as to promote sales. Make sure that you are updating this section on a regular basis.
Special service and parts: Apart from offering the regular products, few auto dealerships offer few special vehicle accessories and services, which need to be listed separately. Hence, a good website will have a separate section having the complete information on the inventory listings of parts and services.
Secure online credit applications: As a virtual showroom enables online purchase, having safe and secure online credit applications is very important. Other apps such as, financing apps (which can be used to apply for finances, if the dealership provides the option), trade-in value apps, etc., are quite helpful in assisting the customers.
Live chat: Live chat options in your website enable you to interact with your potential customers. Having a dedicated team of professionals who respond promptly to the customers’ queries allows the customers to have in-dealership consultations with financial experts and managers that help build positive brand image for your dealership.
Service and parts appointment requests: Equip your website with a well-formatted service appointment request module (contact info, vehicle info, service info, etc.) to help your customers schedule services easily. Creating the same kind of request module for making parts/body shop appointment requests, will also help your website replicate your traditional showroom.
Customer testimonials: Customer testimonials, speak up for the quality of the service you provide. Displaying them on your website is an essential part of reputation management for your business online. Needless to say, they have a direct impact on your brand image and the customer’s purchasing decisions.
Apart from the above mentioned features, others such as search engine friendly page flow, custom content, map locations, and dynamic inventory search tools (search by model, make, company, new/used, price, stock, year and mileage), make your website play a crucial role in improving your leads and eventually sales.
Search Optics, Inc. is a leader in digital marketing solutions for the automotive industry. Search Optics interactive marketing services include custom websites, search engine optimization, paid search and mobile solutions that generate leads which result in sales opportunities. Search Optics specializes in car dealer marketing and car dealer SEO services.