How The Quality Of Your Website Affects Leads In Sales

In our Internet-first world, we know that customers are going online before they do anything else. They are researching the products they're interested in and the local places that sell them before even considering a visit to your dealership in person. Studies conducted in 2016 by Forbes Insight found that 82% of customers conduct research online before making a purchase, and that number will only grow larger as the digital world continues to take over.

Not only does your dealership website give visitors their first impression of your business, but it might be the only chance you get to convert them to customers. It's not surprising to see online users abandon a business website that is poorly designed or functions improperly - for example, on a mobile device due to non-responsive website design. In 2017, we would expect an online visitor to leave a website due to poor performance. It's no longer enough to simply have a website for your dealership. The quality of your website has a big impact on your bottom line.

When potential customers visit your online showroom - AKA your website - they need something. In your case, that's likely a new or pre-owned bike. To capture that opportunity for a lead, you need to immediately communicate that you have what they're looking for. This can be done with large, high-quality imagery of the brands and products you offer on your homepage. If you're running any promotions or specials, this is also a good place to advertise that, making the message loud and clear.

The content on your website should also convey to visitors that they can easily find what they need on your site. A simple menu of navigation choices - New Units, Pre-Owned Units, Parts, and Service for example - along with straightforward call-to-action options ("Contact Us," "Schedule an Appointment") make it easy for them to fill out a lead form for the unit they're interested in.

Beyond showing them that you have what they need, your website also needs to show visitors that it's better to buy from your dealership than a competitor's. What can you offer them that others can't? Some of the best places on your website to differentiate yourself and show that you offer superior value include the "History" or "About Us" section(s) of your site. Maybe you're the oldest, most recognized, or most celebrated dealership in your area. Or, maybe you've won awards in the powersports industry. Share the things that make your dealership stand out.

Another way to differentiate yourself and prove why you're the better choice is by displaying your expertise. Maybe you have local news articles about your business that you can link, or a blog that you can integrate into your website. Providing proof of your expertise in the industry will build trust between you and your online visitors. It's also an effective way to show them that you are most worthy of their business.

What it ultimately all comes down to - directing both your website's design and content toward what your customers want. The layout and navigation options on your site should be intuitive for your visitors - meaning they shouldn't really have to think about it, but move naturally around your site to view the inventory they're interested in and gather the information they need. The content on the inner pages of your site should be less focused on selling and more focused on answering any questions your customers may have. In turn, that will make it easier to sell to them!

A seriously interested buyer who visits your website will submit a lead, or later come into your store, because your website will convince them to do so. The customer will clearly see that your dealership is a good fit for their needs, and that puts you at a major advantage over the dealership down the road with a poor-quality website - or maybe even no website at all. An attractive, easy-to-navigate website with responsive design is key to the success of your business as the world moves more and more towards digital. It goes beyond simply driving traffic to your website. Answer your customers' questions when they visit your site and watch your conversion rates soar.