When most auto dealers look at a new web design, or decide to upgrade what they have, their thoughts turn to flashy photos, stylish fonts, and quality content management systems. Those are good ideas, since they’ll help you sell autos, but there are other things that factor in to the effectiveness of your dealership’s site, too.
One of those things – and one that’s often overlooked by dealers and web designers alike – is the writing on your pages.
After visitors have been blown away by your great design, stunning photos, and unbeatable reputation, they’re still going to have to read about your dealership and cars you are selling. Paying a bit of attention to what you put on those pages can give you a leg up on the competition.
Here are three tips to get more mileage out of the copy on your dealership website:
Tell a story. It’s almost cliché to say that people buy cars for emotional reasons… but that doesn’t make it any less true. If you can describe your autos in a way that makes it easy for buyers to see themselves in them, that will translate into more people on your lot.
Emphasize the positives. It goes without saying that every model of car – every shape, color, price, and performance profile – makes it a good fit for somebody. Learn to describe those benefits on your website the same way you would to a shopper.
Don’t go over the top. At the same time, no one wants to feel like they’re being oversold, so take care to ensure that the language you use doesn’t go too far. Point out what’s great about a certain model, and then let it speak for itself.
Too many dealers fail to put a lot of thought into the copy on their website, which is too bad, because it keeps buyers who might have otherwise been interested from checking them out. Follow these tips and be sure your dealership’s web copy is giving you an edge. Or, if you really want revved up results, talk to Marcy Design about giving your site a tune-up – it’s a great way to increase sales.