Your website is your online Sales Department.  From that perspective, what does your dealership Sales Department do with a new potential customer? 

• Welcome them to the store.
• Find out what they’re looking for – sales, service or parts.
• Help them get what they need.

Your website can’t “talk” to the customer, but it should present the possible choices of what they are looking for on the homepage.  As with a live person, your home page should be engaging, making the customer want to stay and look around.  Your customers at your dealership walked through your inventory outside to get in the door, so vehicles on the home page, representing your brands, is their virtual walk through.  Prevalent links to inventory should always be available.  After all, you’re in this business to sell cars, right? 

Good, relevant calls to action are a must.  Having links to the most popular areas of the dealership, right from the homepage, save your customers time.  Spotlighting special events or recent awards on your homepage is a great way to keep your visitors engaged.  Links to your testimonials let your visitors know you’re proud of your reputation.

Inventory listings should have as much information as you can provide.  Prices, photos and comments are all important pieces.  Vehicle history reports linked to the inventory gives your potential customers peace of mind in their buying decisions.  Up-to-date specials, with an actual special price, bring Internet shoppers in your door.  Even as little as $200 off makes a difference.

Your address and phone numbers should always be visible, from anywhere on the website.  When the customer is ready to test drive, you want them to be able to find you, or to call and schedule an appointment. 

Look at your website through your customer’s eyes.  Imagine that you are looking for something in particular – is it easy to find?  If not, you may need to do a little “remodeling” on your virtual dealership.