18 Sep Why You Can’t Afford to Ignore Your Competitor’s Dealership Website
If you want to gain an edge over the other dealers in your area, you need to do some research. By evaluating what your competition is doing right and where they could improve, you will learn to fill in the gaps and appeal to the customers. One of the main ways to get ahead is to evaluate your competitor’s dealership website.
Steps to Evaluate Your Competitor’s Auto Dealership Website
To get started, you want to follow these steps.
1. Determine Who Your Auto Competitors Are
It does you no good to look at websites that aren’t in competition with you. Most dealerships already understand who they are up against, but if you don’t, you need to get that information first. Even if you are well-established and think you understand your competition, you can approach this step with a fresh mind.
Over time, competition can change, especially as new dealerships spring up. Here are three ways to determine who your competitors are.
- Ask your customers and prospects. In an online survey, ask what other websites the customer came across and if they considered buying from anyone else.
- Ask your account execs and sales team. Because your team is constantly talking to customers, they likely understand who you are competing with.
- Do online research through the eyes of your customers. Search online using terms you would use if you were shopping for a vehicle.
2. Evaluate the Competitor’s Strategy
At first glance of your competitor’s dealership website, ask yourself these questions.
- Does the website focus on your primary business objective?
- What is the strategy behind the website?
- How does this website guide the customer through the car buyer journey?
- Is the website achieving the given strategy?
- What is lacking from the website?
3. Ask for Customers’ Feedback on the Competitor Website
Once you have done your own evaluation, it’s time to ask your customers what they think. Get a few perspectives on what your customer sees. Make sure your questions are lengthy and get in-depth. You don’t want simply yes and no answers. Because of the effort needed for this survey, you might consider compensating your customers with a free oil change or another perk.
4. Make Changes to Your Dealership Website
As part of your automotive marketing strategy, you should always work to improve your website. With the information that you have learned, you can make the appropriate changes and appeal to your competition’s clientele.
5 Ways to Improve Your Auto Dealership Website
With the information you’ve gained, you can make some tweaks to your strategy. Along with those, make sure that your website is optimized for your audience. Here are a few tips to consider.
1. Remove Distractions & Pop-Ups
How much do you enjoy visiting a website covered with pop-ups and advertisements? Most people aren’t thrilled with this type of site. It’s not just annoying, but it keeps your customers from seeing the valuable information they want. It can also damage your dealership’s reputation.
Remove anything that doesn’t have a purpose.
2. Utilize White Space When Accenting Functions & Features
Colors are important. You must give careful consideration to the color scheme you choose. However, you don’t want to underestimate the power of white. By using white space, you portray a clean and organized appearance. With the white space, you allow for more focus on the important aspects of your site.
Think about an art museum. There is generally some stark white walls that help the pieces pop. Your website should employ the same philosophy. Use whitespace to highlight your masterpieces.
3. Tweak the CTAs on the Dealership Website
Back in the day, it was perfectly logical to use the Click Now button, but that’s no longer acceptable. Instead, you want to craft a call-to-action that is pleasant, attractive and inviting. Make sure that the message isn’t pushy or obtrusive.
By clicking on your CTA, your customer needs to feel good about the decision. Additionally, you want the CTAs to be conveniently placed, without going overboard. Using too many at once is like having multiple people vying for attention. It becomes distracting and overwhelming.
4. Stay Away from Stock Photos
It doesn’t make sense to post photos of vehicles that you don’t have. Sure, there will be times when you want to show photos of what’s coming, but other than that, there’s no reason to use stock photos.
Instead, you want high-definition photos of the actual vehicles, your dealership and employees. All of this media helps to establish a connection between you and your customers.
5. Treat Every Website Page as if it were a Landing Page
It doesn’t matter what page you are working on; you want to give it all of your attention. Each page has the capability to turn a car buyer into a customer. In fact, if you are focused on your SEO for car dealers, all of your pages have the chance to be the landing page. Most of your traffic might not ever reach your homepage.
That’s why you want each page to represent your dealership adequately. Keep it professional and on-brand while offering the information your audience is looking for.
What Makes AimLogic Different from Other Automotive Marketers
It makes complete sense to hire an automotive marketing consultant, but you want to be careful about who you choose. At AimLogic, we have the expertise you need to get ahead of your competition. Our unique solutions help you stand out amid all of the noise.
Our team doesn’t provide “cookie-cutter” solutions to your automotive marketing needs. We recognize that every dealership is different and requires a custom strategy to get results. That’s why we spend time listening to our clients’ concerns and finding the pathway that leads to success. Our proven solutions are guaranteed to get results, which is why we continue to be a leader in the automotive marketing world.
If you are ready to pull ahead of your competition and receive a higher ROI, it’s time to partner with your friends at AimLogic.