Your digital presence is there to represent, legitimise and boost awareness of your products and services - but being on the web is, unavoidably, a constant battle for attention. This is even more true in the ever-crowded franchise dealer marketplace.
Whilst elements such as ‘likes’ on your social media channels and traffic coming to your site mean that people are certainly initially interested in what you have to say, this is only the starting point. You need to keep them on your site long enough to call your dealership, or send in an enquiry for a test drive!
Below are a few very simple things that you can do to increase your visitors engagement with your website.
First of All - Make Your Website Easy to Navigate
Ensure that your visitors are able to navigate your site easily, with clear signposting and well planned design - use a good amount of white space and don’t overload the pages with information, as this is off-putting to read. A clear menu without automotive jargon (such as the term ‘aftersales’) will go down well too.
A good way to ensure that a viewer will remain engaged with your content is through the use of internal linking, sending visitors to relevant pages. This not only supports your SEO but gives you an opportunity to recommend related blog posts and pages. Consider this as ‘up-selling’ and helping customers to find what they need.
A clear call to action (or ‘CTA’) - such as a button instructing you to ‘Click to Call’ or ‘Book Now’ - is vital and will help car buyers to progress down the sales funnel.
Use Google Analytics
I know it looks scary - but don’t be intimidated! There’s a wealth of resources out there to get you started; step-by-step tutorials on YouTube and even Google’s own hub of training resources. Plus, if you’re a Bluesky dealer, your Account Management team can help interpret your data.
Analytics is useful as it allows you to track various segments of data - what device are your visitors viewing your website on? How did they find your site? Which demographics are viewing specific model pages?
Using the areas of strength and weakness that you interpret from this data, you can analytically and objectively refine the layout of your motor trade website.
Optimise Your Site for Different Devices
The expansion of device screen sizes means that it is easier than ever for visitors to engage with content across multiple screens - bookmarked on their mobile, to read later on their computer or share using their tablet.
At the same time, human attention span when browsing the web or otherwise is beginning to dwindle. This means that you need to find a way of getting visitors to search for cars and book services, using any device, without allowing them to get distracted.
Having a responsive website is vital, with clear ‘next actions’ on every page to simplify the visitors next move, whilst ensuring that customers continue to consume your content and are less likely click away.
Consider removing or changing content on different devices to tailor it to your audience, and always remember to review changes on a mobile, as well as the default ‘at work’ desktop computer!