What's in a Website? Here's a List of Website Essentials
If Shakespeare could have accessed the internet, we imagine he would have said something like this:
“What’s in a website? That which includes the essential services, over other lackluster platforms, would see higher sales leads.”
Shakespeare was an expert at delivering content that people wanted, which is why一more than 500 years later一we still study his works. While you may not be one of the most famous poets of all time, your website is still a piece of poetry in its own way. It should follow a solid set of requirements that really highlight the look, message and, most importantly, lasting impression of your dealership.
We have compiled a list of website essentials to help you get started:
Mobile Optimization
With 87% of people searching online for their next purchase, it’s no surprise that more than half are using a mobile device. Having a responsive (ie, mobile-friendly) website is no longer a luxury to offer your customers一it’s a requirement that determines whether half of your website leads will remain on your platform.
Clean Design & Easy Navigation
Think about how your dealership is organized. Is it a hodgepodge of units and parts all cluttered together? When shoppers walk through the door, are they met with all kinds of signs and banners pulling them in different directions and making it difficult to locate the item or information they are looking for? Or is your dealership almost bare of any inventory, with just a few sparse products on the floor and a lone flyer on the door posting your hours of operation? None of the above, right? Your dealership is neatly organized, easy to navigate and full of products that shoppers can interact with, and your website should be, too.
When online shoppers visit a website, they need to know within moments where they can click to view new or used inventory, find your dealership’s location and learn more about your brand’s history. Additionally, your website should align with the look and feel of your dealership, with similar colors, logos and graphics.
Informative Content
As we’ve learned from Shakespeare and other influential writers, words matter. And when it comes to your website copy, words matter a lot. Remember, your website copy serves two distinct audiences:
- Shoppers: People who browse your website want to get a feel for your dealership’s character一the brands you carry, your company values, the guarantees you uphold for buyers一so that they can make an informed decision. Dealership websites that are rich in on-brand messaging, value statements, customer guarantees and so forth create a seamless shopping experience for their buyers.
- Search Engines: Website copy plays a significant role in Search Engine Optimization (SEO), which is the process of aligning your website with search engine requirements to build its ranking in local search results. One of the necessities for successful SEO is to have unique, fresh, readable copy that’s imbued with locally optimized keywords.
Up-to-Date Unit Listings
When shoppers browse your website, they don’t have the benefit of turning to the nearest sales representative to ask questions (although if you read further, you’ll learn more about the importance of and options for digital customer service). To ensure online shoppers have an optimal shopping experience, we encourage you to maintain up-to-date inventory listings. Each listing should feature a custom description that includes the brand, model, year, special features and pricing.
Pictures also carry a lot of weight in buying decisions, as shoppers want to see the unit or part they plan to purchase, whether they are standing in your dealership or browsing on your website. Real (non-stock) and high-quality images are a key part of your online listings.
Easy Calls to Action
When shoppers interact with a call to action on your website, they transition from a prospect to a sales lead. Therefore, calls to action should be clear, specific and easy to locate on your website. Depending on your dealership’s industry and processes, you may offer the following calls to action:
- Schedule an Appointment
- Submit a Lead Form
- Request a Quote
- Schedule a Test Drive
Customer Support Outlets
While online shoppers don’t have the benefit of an in-person sales representative to answer their questions or address concerns, your team can still connect with them digitally in the following ways:
- Contact information such as phone number and email address posted on your website
- Live web chat (the live chat button can appear on multiple webpages and even in your outgoing email signature)
- Texting services so that prospects and customers can connect with your dealership anytime and from anywhere
Social Media Links
We live in a highly connected, cross-channel world where shoppers incorporate multiple platforms into their decision-making process. Linking your social media pages to your website is an easy way to drive online traffic back and forth. This allows shoppers to connect with your dealership on the platform they like best一for younger generations, this tends to be social media. Read our recent blog on four steps to connect with customers through social media.
While we are focusing on the website fundamentals, your learning certainly doesn’t need to stop here. You can find more insight on converting your website into an active sales channel through our December post on NATDA.org.
We invite you to connect with our website experts if you have more questions about website essentials.