Is Your Website Still Important For A Car Dealership?

In the current landscape, where social media and digital commerce platforms dominate, one might ponder the continuing necessity of a conventional website for a car dealership.

Despite the transformative impact of these recent developments on business operations, the significance of maintaining a well-crafted, information-rich website remains crucial

The Continuing Relevance of Physical Stores

The advantages of a strong online presence are something we'll go into depth about, but it's worth talking about the power of physical stores. Many customers still prefer the tactile experience of inspecting a car in person, taking it for a test drive, and discussing options with a knowledgeable salesperson who wants to say, perhaps motivated by dealer incentives.

With online sales, the journey is solely the consumers. They might see a picture and like the look of it, but the person of a salesperson is missing, and they're more likely to look somewhere else if they see something they don't like and don't have direct access to view the vehicle or speak with an advisor.

The dealership store also plays a crucial role in building relationships with customers and offering post-sale services through salespeople. There's nothing that adds more value to a company than building a rapport with consumers. It's something a solely eCommerce-based business struggles to do. Hence, a blended approach that combines a strong online presence with a welcoming physical dealership can offer the best of both worlds to customers.

Improved Customer Service

Your website can serve as an extension of your customer service. Online scheduling of appointments, answering frequently asked questions, and offering live chat support can enhance the customer experience, ultimately driving customer satisfaction and loyalty.

Credibility and Trust

A well-structured website lends credibility to your dealership. It's a sign that you're an established business that values its digital presence. According to a survey by Verisign, over 80% of consumers think that websites make small businesses more credible than ones without an online presence.

First Point of Contact

Your website is often the first point of contact a potential customer has with your dealership. A well-optimized website allows you to make a strong first impression, showcase your inventory, and share crucial information about your dealership, including location, contact details, and hours of operation.

Customer Convenience

A website allows potential customers to peruse your inventory at their convenience, without the pressure of a salesperson. According to Autotrader, 88% of car buyers use the internet to shop, indicating a strong preference for the convenience of online browsing.

Digital Marketing

Having a website also opens up numerous digital marketing opportunities. It allows for improved search engine optimization (SEO), making your dealership more visible in online search results. It also provides a platform for content marketing, email capture, and online advertising campaigns.

While emerging digital platforms offer novel ways to reach customers, the traditional website remains a cornerstone of a car dealership's digital presence.

It's a hub for information, a platform for marketing, and a tool for customer service. In a world that increasingly values convenience and digital connectivity, a well-designed, user-friendly website is not just important—it's essential.