Turner 4 dealers's Blog

September 23, 2009

Design or Potency, which is more important?

Filed under: Uncategorized — Joe Turner @ 6:13 pm
Tags: , , , ,

When it comes to your dealership’s website which is more important, Design or Potency? 

I would argue that while design is important potency means more qualified leads, and I will take qualified leads all day long.  Over the past 10 years we’ve seen a lot of change in the business, especially on the website front.  Websites today are without a doubt the most important element of the dealership’s overall marketing strategy. 

When it’s time to redo your dealership’s website here are a few things to keep in mind. 

Can you tie your website to your current marketing plan quickly and easily?  In other words if you’re running a campaign featuring a $199 a month payment on your radio and print ads, can you tie that same promotion to your website? 

When considering design or look and feel of your website, ask yourself a very simple question:  Will it help me sell more cars?

If the answer is NO, then stop and go in a different direction.  I’ve been in this business a long time and I have seen things that some dealers insist be on their website that have absolutely nothing to do with selling a car.  Just because it’s cool or it looks good does not mean it will generate leads.   Isn’t that the whole purpose of the website, to generate leads?

There are a lot of website providers today, far more than when i was an Internet Manager.  So you have choices, so don’t fall for the flashy pitch.  Instead dig a little deeper and ask about how they optimize website.  Ask them to really show how they do it.  Don’t just take the buzzwords of the day and assume they know.  Have them actually show you on a real site.

Get your friends and family to mystery shop for a car.  Have them search online for that car and get inside the mind of a “car buyer” and stop being a dealer for just a moment and see what they see.  Now ask yourself, how can I make my website make their search easier.  That’s the secret formula, make it easier for the customer to buy from you and ….You Win.

So which is more important..Design or Potency?

Just a thought…


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