The 5 Biggest Dealer Website Mistakes

Car Dealer Mistakes

As a marketing supplier to a number of franchised car dealers, as well as the operator of the hugely successful new car sales website ‘CarQuake’ – we’ve compiled our ‘top 5′ mistakes that Car Dealers make in their websites.

1. They Focus Too Much on ‘Cheap’

There is a large difference between ‘cheap’ and ‘value’ – and it’s not just in the semantics. It’s the difference between getting the appropriate quality and not noticing what quality is. You can tell when a dealer has a cheap website… because there’s no attention to detail, getting around the website is a chore and finding offers is practically impossible.

2. They Don’t Measure Their Website Visitors

With the Internet, there is no excuse – you have no reason not to know what traffic is coming in, and what visitors are doing on your site. After all, a good car dealer pays full attention to anyone who steps on their premises… so why should your website be different.

3. They Focus on Marketing Spend, Not Yield

Don’t fix a marketing budget – because you can be sure that whoever operates it for you, internally or externally, will just spend it. Set a spend per sale, and then aim at this… you’ll be surprised how your profitability increases, and whoever runs your spend for you will also be called to account.

4. They Ignore Server Speed

This is easily missed. Most dealer websites we test are slow… too slow. This not only affects your website visitors (and tests their patience), but if you are running Adwords campaigns, it means you are also downgraded for this too.

5. They Don’t Optimise Their Site

Most dealer sites are barely optimised for Search Engines, which is absurd given that, apart from the manufacturer, dealers are in the best position to take advantage of optimisation. Furthermore, dealers don’t even optimise the conversion paths for site visitors – often the offers are a dead end… and the visitor leaves the site without ever enquiring! A website is an ongoing 24/7/7/31/365 process.

… Don’t Get Left Behind…

If you would like us to give you a FREE telephone appraisal of your dealer website and offer you a few pointers on how you can improve your website – then contact us, or call 0845 680 3100 and put a bit of dynamism into your website! We can tell you:

  • What the key problems are with your current site
  • What you need to do to address them
  • How you can generate more business online
  • How you can become a proactive, successful, online dealer

So, don’t despair, it’s not to late to turn this around.


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