A staggering 97% of new car buyers are influenced by something they learned or read online.  97%.  And out of that 97%, you know that a large chunk of those people will visit your car dealership’s website at some point of their research process. 
So the question is: are you doing enough with the content on your website to influence them to contact you and visit your dealership?
Here are 4 reasons why your dealership website’s content is not converting visitors into sales:

Frustrated with your website leads? So are many dealerships.

1. ME, MYSELF and IFor most car dealership websites, the content on the website was developed in the “us” or “we” mentality.  True, people that come to your website want to get to know who they’re buying from, but you don’t want to focus too much on your own self promotion.  Your website message becomes a bland company bio of awards and merits.  Focus on the customer’s experience and how you received those awards or how you helped put “x” amount of families in new cars.  It’s not about “what” you achieved as a dealership, it’s about “how” you achieved those accomplishments. 
2. Empty PromisesUnfulfilled promises are one of the biggest website mistakes you can make.  Getting promised one thing and receiving another not only turns visitors off right from the start, it will be almost impossible for them to be persuaded thereafter.  You’ll lose trust right away.  So, if you say you’ll call or email within 24 hours, then follow through accordingly.
3. You’re Stagnate or BoringOnline visitors are savvier today than ever.  They want fresh, reliable content  -- and they want it yesterday.  Engaging content that is updated often will keep your users within your communication stream – you’ll have their attention more frequently.  (This is where blogging for your dealership comes in real handy.)  Drawing attention on the internet is increasingly difficult, but once you’ve proven to your online community that you can be consistent with keeping up with industry trends, current events and even a few success stories about your dealership, they’ll continually come back to you as a resource.
4. Your Contact Forms SuckRemember, every piece of content on your website will serve one of two purposes: either it will reinforce the user’s beliefs that you are a viable car dealership or it will distract or even negate your message.  This includes contact forms.  The goal of contact forms is to gather information that will encourage a conversation (online or offline) with your potential buyers.  Contact forms shouldn’t be census forms.  Focus on what your customers would want to tell you.
All things considered above your car dealership’s website content comes down to simple communication.  How you state your message, how often you provide useful information, how good you are at making good on your promises, and how easy you make it for your visitors to communicate with you will either make or break your potential online success.