5 Ways to Keep Your Dealership Website Content Fresh and Inviting

In the eyes of consumers, your website is a digital window into your entire dealership – from the showroom to the service drive and parts counter. When consumers look through that digital window, what do they see? How do you stack up against what they’re seeing on other dealership websites and to what they’re experiencing on other retailers’ sites?

To make the best impression with consumers and provide compelling reasons why consumers should visit your real-world dealership, your website should contain clean, clear, and current information. Here are five fundamental ways to quickly and easily keep website content fresh and inviting.

1.    Contact Information

The primary reason consumers are coming to your site is to learn more about the vehicles and services you offer. Make sure there is an easy and obvious way to reach you. Too often, that simple step can be overlooked in the midst of fancy graphics and design.

All contact information on your website should be current, including the dealership’s main phone number, department numbers, and personnel numbers, as well as email addresses and physical locations. 

Your hours of operation overall and in each department also should be noted – and accurate. If your sales department’s business hours change seasonally or if you decide to extend your service hours on weekends, be sure to update your website. Don’t miss out on a sale simply because you didn’t tell consumers you were open for business!

2.    Dealership News

Sharing news about your dealership and its activities is another way to help set your dealership apart from others and help consumers learn more about who you are as a retailer and how your business operates. Consider news postings about your dealership’s community and charitable support, customer appreciation events and service clinics, employee appreciation events, or new employee or promotion announcements.

You can share this information either on a static current news page or on your blog. Including photos or videos with news items also can make them more appealing and engaging. And, if you are using social media to reach consumers, be sure to share your news there, too!

3.    Inventory Listings

Your website provider should be updating your inventory listings at least daily, or better yet, in near real time. The updates should include both adding new in-stock vehicles and removing sold ones.

Ideally, your inventory listings also should include photos, installed options, and accurate pricing to help you increase lead conversion and avoid disappointing prospects who learn later that a vehicle doesn’t meet their needs or budget.

4.    Future Models

Another way to liven up your website’s content is to have a dedicated Web page for new models and concept cars that appeal to the consumers in your market.

To help build consumer interest and improve search engine optimization, share vehicle details such as environmentally friendly or innovative features, approximate delivery dates, and estimated prices.

Also consider adding a Web form that allows consumers to opt-in to be notified of updates regarding future models and receive other types of information from your dealership.

5.    OEM Updates

Your dealership serves as the local connection to the national brand. Help create the connection between consumers, your dealership, and your brand by including automaker announcements such as national sales, rebates, incentives, and major car company initiatives. This is one more way to make your website a one-stop shop for consumers, inform them of the strengths of your brand, and keep them on your site longer.

The Return

For many consumers, their first impression of your dealership is only as good as your website. And, your website is only as good as its content. A little effort and discipline in keeping that content current and relevant can pay big dividends in helping you get noticed by consumers… and turn online car browsers into in-store car buyers.