4:36 pm, September 20, 2010
It’s that old chestnut we all keep reciting – ‘90 per cent of car buyers start their research online’ – but how many of us really realise the implications of this for our business and actually do something about it?
There was a time when having a website was an option, and even more recently you could get away with having one and maybe once a month finding an hour to update it or open the leads.
However, consumers have decided those days are gone and only those dealerships that recognise the web is an integral part of their overall business strategy will attract, convert and retain these online customers.
Changes in online buying behaviour and the rise of search engines as the primary means of finding car dealerships, means that your website is not just the first point of contact most prospects have with your company, but all too often it’s the last!
Typically in the UK, for every 1,000 visitors to your website, up to 950 leave without making an enquiry or giving you their contact details – have you ever looked closely at your website and wondered why?
Like it or not, your website is becoming the most important shop window for your business – it puts your brand, your offering and your personality in front of thousands of potential customers each year. If it doesn’t reflect every bit of care, attention to detail and passion you have put into building your ‘real world’ image, then you are turning away thousands of potential customers.
Consider how much time, effort and money you spend training all your customer facing staff on what your brand stands for, how they should greet, engage and build relationships with your customers and how best to convince them to buy from you?
Now think about how little time, effort and money you put into doing the same thing for your website… Does the person who looks after the branding, content, messaging and layout of your website really understand your business objectives and do they get the same attention, support and training? Remember, your competitors are now only a click away…
by Stewart Niblock, Autotorq.com
