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The days when car dealers didn’t need an online presence are long gone.

Nowadays, having a specialist website tailor to the unique needs of your business and customers is not an option anymore, it is a necessity. And, of course, the same principle also applies to car dealerships.

A well-designed dealership website can significantly contribute to increasing sales and enhancing the overall customer experience. Ultimately, potential car buyers are more likely to start their shopping journey online than in a physical dealership. As such, having a specialised website is crucial to target those customers as they approach the first step of car purchase: researching.

Aggregator sites are popular, such as autotrader, it is important to understand that those are typically used as a search engine for vehicles. Once a potential buyer spots a vehicle that meets their criteria, they are more likely to reach out to your dealership’s website. As such, while the search may not begin on your business website, it will be a crucial factor when it comes to the purchase decision. Can your dealership website inspire trust and encourage potential customers to buy from you? These are essential aspects that will tip the scales in your favour.

#1. Ability to create microsites

One of the key essentials for a car dealership website is the ability to create microsites, which can then be used for a localised dealership campaign or for a regional or national network of dealerships. This is precisely why the automotive sector requires the creation of different types of software used in car dealerships. Indeed, specialist software solutions can be designed to meet the unique needs of the car dealership sectors. This allows you to generate targeted microsites for either localised, regional, or national marketing campaigns.

Microsites will not only enable fast deployment, so that individual dealerships or clusters of dealers can rapidly showcase their local promotions, events, and inventory, but it also retains the branding template and structure. 

#2. Introducing local sales teams

Building trust with potential buyers is paramount in the automotive sector. A team introduction page can feature your local dealers with names and photos as a way to establish trust. Customers want to know who they are dealing with, so having a dedicated page highlighting your team can add the personal touch they need.

What to put on a team page? You need to provide professional profiles, such as a name, recent photo, and contact details. You can also include anecdotes or specialisms, such as indicating if a sales rep is best suited for car purchases with a specific financing option, for example.

#3. Secured financial transactions

While customers may not buy cars directly online, they often enter confidential financial information to apply for financing. Just like e-commerce websites work with a trusted third-party provider to manage transaction data, dealerships also need a reputable financial data processor. There is no doubt that trust and security are non-negotiable when it comes to handling financial data online.

In addition to security, dealership websites can enhance this section by introducing their third-party processor and explaining how data is going to be used.

#4. Detailed filter options
When potential car buyers visit a dealership website, they have specific criteria in mind. These criteria can include a variety of factors, such as mileage, year, model, brand, price, type of vehicle, number of doors, number of seats, horsepower, engine type, and even car colour. The importance of providing comprehensive filter options cannot be overstated. Customers will be able to search easily and conveniently for the vehicles that meet their exact criteria, which will significantly enhance their browsing experience.

To further elaborate on this point, you want to consider explaining how advanced filtering options work, using a simple tutorial video. It can be useful as well to have default profiles as part of the range of options. Indeed, for example, creating different buyer’s personas can be a good idea for customers who need a new vehicle but have no preference or interest in cars:

• Student or entry level cars: second-hand, small, low budget, robust
• Young family cars: second-hand, secure, 5 doors, fuel-efficient, low insurance, low mileage
• Seniors cars: City car, assisted parking and driving, low horsepower
• Etc.

#5. The option to create a search alert

Imagine the convenience of being notified when a new vehicle matching your search criteria becomes available. This feature can be a game-changer for potential customers. It can keep customers engaged and can increase the chances of making a sale.

The website can enable customers to create a search profile, so they can receive an email or an SMS if a new vehicle comes in stock matching their search criteria. This is time-saving as customers do not need to manually check the website for updates.

#6. Booking a test drive

This is a no-brainer. Every dealership website needs a test drive booking option. However, what can be a game-changer for your dealership website is the inclusion of helpful test driving tips. For example, if the customer needs to submit an email for the booking, you can include in the confirmation email a list of what they should be testing during the drive.

This is the opportunity to educate some customers on how to do test drive, which basics such as:

• How to adjust the seat and steering wheel to the appropriate height
• What shoes to wear on a test drive
• How to position the site mirrors properly
• How to test drive for corners, straight roads, parking, etc.

#7. Less popups

Popups are distracting and they can truly hinder the browsing experience. Unfortunately, when it comes to sites that need to capture customers’ data, such as dealerships, having popups has become a habit. However, at a time where more and more web visitors start their journey on a mobile device, popups can truly affect their experience of the website and lead to frustration.

Additionally, many visitors are reluctant to share their data during the early stage of their research. As such, popups designed to capture leads could actually be putting them off buying from your dealership.

In conclusion, while car dealerships do need unique features that fully meet the needs of their potential buyers, it is important to remember that digital visitors also compare your website against their everyday digital visits. This means, they still expect to find the same convenience, speed, and simplicity as their favourite sites outside the automotive industry.

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