Is your dealership’s website a 24/7 sales machine?
That should certainly be the goal. In an ideal world, your website is constantly sending potential buyers through the sales funnel, prompting them to either submit their information or even make an appointment with a sales rep. In short, your website should be generating quality leads.
But of course, that’s not always how it works out—and some dealer websites are most assuredly better than others. If yours has slouched in the lead gen department, use the following tips to put it back into commission.
Generating Leads Through Your Dealer Website
Make Sure You’re Offering a Positive Website Experience
First things first: Your website won’t effectively generate leads if it’s offering visitors a cumbersome or frustrating experience. Make sure:
- Your website loads quickly, ideally in less than three seconds.
- There is a clear path for navigation, making it easy for visitors to find the information they seek.
- Each page of the site has contact information, enabling easy connections with your dealership.
- The content on the site is clear and easy to read.
Positive user experience is the first step toward generating real leads!
Offer Valuable Content
While your website should function as a sales machine, that doesn’t mean it should be all about the hard sell.
On the contrary, it’s important to prove to buyers that your dealership is reputable and trustworthy—that there’s a reason they should pick you over the competition. One way to do that is by taking the time to develop website content that’s value-adding and informative. This includes a good About section, detailing the value proposition of your dealership, and also a blog that offers insights and tips.
Give Something Away
One way you can generate leads is to give something away—in exchange for a little information, of course.
For example, you can put together a white paper or an e-book that provides insights into the car buying process, or even some kind of a discount code that’s available to people who furnish you with their name and contact info.
We mentioned above that each page of your website should have a strong call to action. Basically, you can’t just assume people will make an appointment with you; you’ve got to actually encourage them to do it!
A good CTA is simple and direct and gives the buyer just one option—e.g., to call you, or perhaps to email you. Don’t overload your readers with options. Do spell out the benefits they can expect when they reach out to your dealership. And finally, don’t forget to provide easy ways for the buyer to make an appointment, whether that’s a phone number (connected to your CRM) or a form.
Turn Your Dealer Website into a Sales Machine
As you consider ways to improve your online lead generation, make sure you think about the SaaS options we offer here at Get My Auto. Contact us today and ask how we can turn your website into a magnet for qualified leads.