Today, more consumers are researching cars online before ever stepping onto a dealer’s lot, significantly cutting down on the time spent at dealerships.
In a recent Accenture survey of 10,000 automotive consumers, 62% said they researched their vehicle purchase online before contacting a dealer, while only 7% said they did not use the Internet.
As websites become the primary method consumers use to evaluate dealership inventory, an excellent site design is no longer a luxury. It is essential.
The creation of a great dealership web presence begins with an honest discussion:
- How does your site compare with the competition?
- Can users effectively engage with the content?
- Are there enticing visuals?
- Overall, what is being done well, and what could be done differently?
Here’s how to improve website design and content.
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Author: John Paul Strong
John Paul Strong is the owner of Strong Automotive Merchandising. For more than 10 years, he has been responsible for daily operations of the company, actively leading the account service division and overseeing the agency’s marketing strategies for dealerships, focusing on traditional and digital media. John Paul is currently involved with each focus area at Strong Automotive Merchandising, from advising clients on the most effective advertising plans for their business goals to meeting with prospective customers. As a result, he holds responsibility for 80 percent of the firm’s gross revenue.