Most automotive dealer websites have abandoned the cookie cutter design
approach from years ago in favor of more sophisticated websites that
are used to leverage additional sales leads. Today, car shoppers are as
web savvy as ever, and as everyone else on the Web is catering to their
new found savviness and thirst for better information, so too is the
auto buying industry who have been scrambling to employ the latest web
design and marketing techniques to grab buyers’ attention and help to
steer them to dealership lots.
The typical car buyer no longer spends hours scouring the local
dealerships when they want to see what new makes and models are
available. Instead, the first instinct is to get on the Web in the
comforts of their own home and gather as much information as possible
before moving off the couch. This puts pressure on car dealerships, and
even the auto manufacturers themselves, because if a potential buyer
doesn’t find what they’re looking for they’re only one click away from
being lost to the dealership forever.
Significant time and money is spend on finding and luring-in potential
car buyers online well before they reach a dealer’s official URL. New
methods of advertising and promotion are being employed to make sure
the shoppers find a dealer’s site before they find their competitors.
Search engine optimization and marketing are two such methods that
fairly recently were simply buzzwords, but are now mainstream marketing
tactics that dealers must employ to reach their increasingly
Web-centric customers.
With nearly 80% of all searches on the Internet being done in Google,
Yahoo, and MSN, most car dealers now know that being found in these
search engines is a crucial component of a successful website. But what
happens after a potential car buyers finds and visits a site? That’s
when the design, layout, and usability of the site all have to be honed
to ensure those visits are not wasted.
Optimal usability of a dealer website requires it to be simple and well organized. A website such as , and the dealership is getting higher ROI for
quality leads.
About the author
Joe is a writer for TK Carsites, an automotive website design and
marketing firm in Orange, CA, that specializes in working with car
dealers.
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