Local Marketing Activation Strategy Web Development

5 Effective Ways to Modernize Your Auto Dealer Website

Having a strong online presence is crucial for automotive dealerships to stay competitive. Your website is often the first point of contact for potential customers, and it plays a significant role in influencing their purchasing decisions. To thrive in the modern automotive industry, it’s essential to modernize your auto dealer website to provide an exceptional user experience and attract more visitors. Let’s discuss five effective ways to modernize your auto dealer website and maximize its potential.

Responsive Design

With the increasing use of mobile devices, ensuring your website is mobile-friendly has become paramount. A responsive design adapts seamlessly to various screen sizes, providing an optimal user experience across smartphones, tablets, and desktops. By adopting a responsive design, you not only cater to a wider audience but also improve your website’s search engine rankings. Google prioritizes mobile-friendly websites in search results, making it easier for potential customers to find you.

Enhanced Vehicle Search Functionality

One of the primary purposes of an auto dealer website is to showcase your inventory and help customers find their dream vehicles. Enhancing your vehicle search functionality can greatly improve the user experience and increase engagement. Implement advanced search filters, such as make, model, year, price range, mileage, and more, to allow visitors to refine their searches based on their preferences. Integration with a robust inventory management system ensures that the available vehicles are always up to date.

Inline Ads

The search results page is likely the most visited page on your website, making it a perfect place to communicate important marketing messages to your customers. At the same time, it’s crucial to not detract too much from the primary purpose of people coming to this page – to find a car. While it’s common to see banner ads across the top of the search results page on dealership sites, this tactic pushes your vehicle results further down the page, which can be particularly frustrating for mobile shoppers. Alternatively, interspersing your marketing messages within the vehicle listings themselves retains the prominence of those messages, while keeping vehicle results front-and-center.

On average, shoppers who click on inline ads from the search results page see a 160% increase in pages per session and an increase in time on site of over 170%. Additionally, compared to banner ads, which get about 0.6% click-through rate, inline ads generally have a click-through rate of 1.0%. Whether you want to drive traffic to specific inventory, highlight service offers, or even communicate your brand values and community engagement efforts, inline ads are an effective means of getting those messages in front of highly engaged consumers.

High-Quality Visuals

When it comes to showcasing your vehicles, high-quality visuals are critical. Invest in professional photography or even consider using 360-degree imagery to provide an immersive experience for your visitors. Include multiple photos of each vehicle, highlighting its key features, interior, and exterior from different angles. Incorporate videos to give potential buyers a virtual tour of the car. These visual elements not only capture attention but also instill confidence in customers about the quality of your inventory.

Integration with Online Financing and Purchasing

Streamlining the purchasing process is essential to modernize your auto dealer website. Integrate online financing tools that allow customers to calculate loan payments, pre-qualify for financing, and even complete credit applications online. Offer online purchasing options, enabling customers to reserve or buy vehicles directly from your website. By providing these convenient features, you enhance the customer experience, save time for both parties, and increase the likelihood of completing a sale.

Incorporating these five key strategies will help modernize your website and position your dealership for success in the digital era. A responsive design, enhanced search functionality, live chat or chatbot support, high-quality visuals, and seamless integration with online financing and purchasing options will improve the user experience, engage potential buyers, and ultimately increase your dealership’s online visibility and sales. By investing in a modern and user-friendly website, you will differentiate your dealership from the competition and establish a strong online presence in the automotive industry.

By Kelli Liddane

Kelli is the Director of Product for Website Experience Teams and brings more than 17 years of experience in business leadership, team development, program, and product management. Throughout her career, as a business owner and a corporate leader, she attributes her success to her unique 360 point of view and "best idea wins" philosophy.