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You know that your trailer dealership is different than all the rest. Beyond the trailers you sell and the services you offer, the history of your business and the people who keep the store running day after day all give your dealership a unique identity. But how do customers know that? A great way to show the personality of your business online is through the “extra” pages on your site such as your “About Us” page, “Meet the Team” page, and more.

While these “extra” pages on your site may not contain call-to-action buttons or lead forms that convert to trailer sales, they deserve just as much attention as your inventory pages and other areas of your site that you may have invested more time in. Pages like these can turn browsers into buyers, because people want to purchase from companies that they feel a connection with. There are so many options with businesses online and putting extra time and thought into resources like these can make the difference between a prospect choosing to buy from you or your competitor.

About Us Page

This is where you should tell the story behind your dealership. What sets you apart from other trailer dealerships? Why should customers buy from you? This is also the place to include pictures or even video to give customers a behind-the-scenes view of your business. Get creative!
Some important details that should be included on this page are your dealership’s mission statement and/or company values, the story of how your dealership began and how it has turned into what it is today, the reasons why you work in the trailer industry and why your team members love what they do, and more.

Meet the Team Page

Show website visitors and customers who they are working with. Being able to connect a face to a name goes a long way for customer retention and loyalty. At minimum, include a picture of each team member with their name and title. To make a bigger impact, include more information – maybe each team member’s story about how they got into the industry. You could also include a “fun fact” about each team member or a short Q&A that helps customers get to know them.
The goal of this page, in addition to shining a spotlight on your awesome team, is to help customers form a closer connection to your business. Making personal connections makes it more likely that customers will choose to buy from you.

There are several other seemingly “extra” pages that can be used to help form connections with customers. Some of these include an event calendar and/or event details page, an industry news page, a testimonials page, a dealership blog – the opportunities go on and on. While each of these resources can be used for its own unique purpose, providing these types of resources shows that you value your customers and you are willing to invest in these “extra” items for them. You may find that you enjoy providing resources like these too – many of them can provide a fun outlet to show your dealership’s creative side. Go the extra mile with your website’s “extra” pages and take customer relationships to the next level.