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Is Your Dealership Website Converting?

Posted on: March 12th, 2012 by credit


Car dealers promote their dealerships online by employing various Internet marketing strategies.  One of the most employed strategies is the search engine optimization or SEO.  SEO aims to make a website rank high on or appear at the first page of the search engine results to drive more traffic.  This is achieved by using various SEO techniques.  Why is traffic important?  When a website attracts more visitors or drives more traffic, the business has a higher chance of gaining profit.  Car dealers have been so focused on working on the optimization of their websites.  Some of them even spend lots of dollars to make their SEO efforts more competent and more efficient.

However, another factor that also makes the website sell is the conversion rate.  It is the percentage that expresses how much a dealership’s website turns visitors into automotive dealer leads and eventually to sales.  This is often neglected by car dealers.  Car dealers may achieve driving massive traffic to their websites but if the website does not convert that much, the massive traffic will not have much impact on the car dealer’s business.  Thus, car dealers should also put some effort on increasing their websites’ conversion rate.

One of the things they could do is encourage visitors to engage with them through communication.  They must provide their complete contact information including their telephone numbers, office address and email address in their Contact Us page.  The numbers should be aptly labeled so that when visitors call, they would be properly directed to the respective office.  Car dealers can also utilize live chat, the new helpful tool in engaging visitors.  Live chat allows visitors to contact the car dealer or a dealership staff for their queries.  This software in itself can also convert visitors to automotive dealer leads.

A car dealership website will also convert more visitors into automotive dealer leads if it has an appealing appearance and easy navigation.  Car dealers should just make their websites simple and easy to understand.  The content should also be interactive, informative and compelling.  The dealership website can be interactive if car dealers would put relevant and engaging photos, videos and other graphics.  They should also not forget to devote a page for their inventory.  The articles should also be helpful to the visitors and not just contain promotion.  Lastly, the content should be compelling to make the visitors take action.

In doing all these, car dealers should never forget to measure their performances by tracking their website’s traffic, rank and conversion rate on a regular basis.  It will also be helpful if they will evaluate their marketing efforts from time to time for further improvement.  If they are considering hiring the services of a lead provider like Approved Auto Leads, they should make sure that the lead generation techniques it employs are effective and appropriate.


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