Interactive - Search Marketing
Where do internet leads come from?
- 33% Search Marketing
- 33% Email Marketing
- 33% 3rd Party & Factory Leads
What attracts visitors and keeps them coming back?
Website Design – Best Practices
Rating dealership websites includes a three category distinction; Basic, Standard and Advanced. The importance of these categories has to do with the websites’ ability to convert a unique visitor into a lead and UP. SEO can do a great job of generating visitors from search engines and paid search activities, but the visitors’ overall experience will determine (based on their specific expectations) whether they abandon the website (or landing page) or they engage the site through the steps of qualification and conversion, ultimately providing the information (form fill) needed to be considered a true dealership sales lead.
Website design is measured first in terms of the ‘minimum level’ of features and processes that are working in the conversion process. Then moving up the ladder of conversion capability, each category builds on the prior set of features.
Basic – the basic website has a URL (web domain / address) that makes sense in terms of the dealers business, keywords and a consumers ability to remember it if they see or hear it in an advertisement.
- An 800 number (and corresponding internal tracking process) is set up to measure website performance as leads come in from phone calls, website form fill, or email. There are some basic ‘calls to action’ such as Find, Trade Value, Research, etc. found on the Home/Hub page along with proper keyword density and a “Why Us” section with components such as buyer testimonials and value propositions.
Standard – new features propel the website to the next level by having everything described in ‘basic’ but also includes several types of Specials (vehicle, Internet, advertised, finance, etc) that are updated monthly and are tied to other media promotions . For example, showing a picture of the oldest used vehicle in inventory on the Home page and providing ‘links’ to factory incentives or financing websites.
- There should be an “E-comm” button enticing the visitor to submit their email address to periodically receive a compelling offer, useful information such as service reminders with a coupon for the type of service they need.
- The website pages will meet all search engine index requirements for optimization, and have minimal frames and flash. There will be a sufficient number of properly targeted ‘backlinks’ on the website.
Advanced – is a website that is most likely to accomplish the goals of conversion, containing excellent vehicle information with detailed information for the salesperson, their picture and phone number next to a great series of photographs of the new or used vehicle.
- A ‘sitemap’ will exist and contain all places the visitor may want to get to quickly, and helps SEO greatly.
- Virtual test drives with sound and video can be found easily and shoppers can ‘Build a Vehicle’ based on the equipment and configurations of price they desire.
- The website triggers the dissemination of the latest marketing and/or Service newsletter and Specials so if they are already driving your brand, there is significant likelihood for a conquest sale or to bring them in as a new Service customer.
- The Service waiting area is shown with attributes such as loaner or shuttle information, wi-fi Internet access, free vehicle inspections, and a persuasive presentation that by selecting your dealership they are insured of doing business with a 21st Century car dealer, where everyone is treated with respect and professionalism at fair (no-haggle) prices and honest treatment.
Getting from Basic to Advanced is a development process that takes time and it won’t happen overnight, but dealers need to understand that each step along the path enhances the number and quality of the leads, UPs and sales that can come from your website and search marketing activities.