How the
Quality
of Your
Website
Affects
Leads in
Sales
In our internet-first world, we
know that customers are going
online before they do anything
else. They are researching the
products they’re interested in and
the local places that sell them
before even considering a visit
to your dealership in person.
Studies conducted in 2016 by
Forbes Insight found that 82%
of customers conduct research
online before making a purchase,
and that number will only
grow larger as the digital world
continues to take over.
Not only does your dealership
website give visitors their first
impression of your business, but it
might be the only chance you get
to convert them to customers. It’s
not surprising to see online users
abandon a business website that
is poorly designed or functions
18
Written by:
Lauren McLean
Public Relations Manager
Dealer Spike
improperly - for example, on
a mobile device due to non-
responsive website design. In
2017, we would expect an online
visitor to leave a website due to
poor performance. It’s no longer
enough to simply have a website
for your dealership. The quality of
your website has a big impact on
your bottom line.
When potential customers
visit your online showroom –
AKA your website – they need
something. In your case, that’s
likely a new or pre-owned trailer.
To capture that opportunity for
a lead, you need to immediately
communicate that you have
what they’re looking for. This
can be done with large, high-
quality imagery of the brands
and products you offer on your
homepage. If you’re running any
promotions or specials, this is also
a good place to advertise that,
making the message loud and clear.
The content on your website
should also convey to visitors
that they can easily find what
they need on your site. A simple
menu of navigation choices – New
Units, Pre-Owned Units, Parts,
and Service for example – along
with straightforward call-to-action
options (“Contact Us,” “Schedule
an Appointment”) make it easy for
them to fill out that lead form for
the unit they’re interested in.
Beyond showing them that you
have what they need, your website
also needs to show visitors that it’s
better to buy from your dealership
than a competitor’s. What can
you offer them that others can’t?
Some of the best places on your
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