What’s the main reason the majority of traffic comes to your dealership website? Is the main draw to see pictures of the new vehicles?

Nope.

If all they wanted was a photo, they could’ve gone to your OEM website. The corporate site has a bigger selection of photos and a lot more options.

Or they could’ve done a quick Google image search.

Are most people coming to your website to see your prices?

Maybe, but it’s a small percentage. Most people realize that the majority of price negotiations come once they step foot in the dealership showroom and are ready to make a real commitment.

So why are people coming to your website? Is the anticipation killing you yet??

The majority of your dealership site traffic comes to your website to do research, meaning your potential consumers care about the quality of your site content.

Take a moment to consider how you might do research on a competition’s new model.

You’d likely use a Google search, looking for content on that specific vehicle. You’d want to read about its specs, strengths & weaknesses, user reviews, right?

Your new & return site traffic is likely trying to do that same research on YOUR inventory.

Now consider your own dealership website, and be honest with yourself.

If a new site visitor came to your website, would they find enough information on each vehicle model to educate themselves toward making a purchase decision? -OR- would they find a few basic specs, then leave your dealership site, frustrated?

If your answer is the latter, it’s a no-brainer where your website efforts need to start heading.

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