NATDA Magazine May/Jun 2017 - Page 18

How the Quality of Your Website Affects Leads in Sales In our internet-first world, we know that customers are going online before they do anything else. They are researching the products they’re interested in and the local places that sell them before even considering a visit to your dealership in person. Studies conducted in 2016 by Forbes Insight found that 82% of customers conduct research online before making a purchase, and that number will only grow larger as the digital world continues to take over. Not only does your dealership website give visitors their first impression of your business, but it might be the only chance you get to convert them to customers. It’s not surprising to see online users abandon a business website that is poorly designed or functions 18 Written by: Lauren McLean Public Relations Manager Dealer Spike improperly - for example, on a mobile device due to non- responsive website design. In 2017, we would expect an online visitor to leave a website due to poor performance. It’s no longer enough to simply have a website for your dealership. The quality of your website has a big impact on your bottom line. When potential customers visit your online showroom – AKA your website – they need something. In your case, that’s likely a new or pre-owned trailer. To capture that opportunity for a lead, you need to immediately communicate that you have what they’re looking for. This can be done with large, high- quality imagery of the brands and products you offer on your homepage. If you’re running any promotions or specials, this is also a good place to advertise that, making the message loud and clear. The content on your website should also convey to visitors that they can easily find what they need on your site. A simple menu of navigation choices – New Units, Pre-Owned Units, Parts, and Service for example – along with straightforward call-to-action options (“Contact Us,” “Schedule an Appointment”) make it easy for them to fill out that lead form for the unit they’re interested in. Beyond showing them that you have what they need, your website also needs to show visitors that it’s better to buy from your dealership than a competitor’s. What can you offer them that others can’t? Some of the best places on your NATDA Magazine www.natda.org