While no two digital marketing footprints are the same, there are some common themes particularly when it comes to conducting website “audits.” Websites are a foundational element of any digital marketing strategy, and they can also represent one of the larger fixed expense line items on your budget breakdown.
Among other things, your website represents an organic SEO opportunity, a knowledge platform for your customers and your 24/7 showroom. The money that your dealership and your vendors spend in the digital space is designed to funnel your customers to the website and ultimately further down the path to purchase.
When you conduct your monthly review of website metrics, it is likely that you consider items like pageviews, bounce rate and average session duration, but how often do you tie the poor (or positive) performance metrics to the health of your website? The items that typically cause poor conversion and/or website metrics are due to the following:
While it can be as simple as varying hours of operation across platforms, your customers are visiting your website to learn something about your dealership, whether it is details on vehicle features or operating hours for service. Whatever it may be, they should be able to see it correctly and consistently regardless of where they choose to find the answer.
Outdated Blog Posts
Blogs provide endless opportunity to boost your organic SEO content and search result rankings, as well as serve as a way to inform your customers. Content older than a year is less relevant and may highlight old models, features no longer offered, etc. Therefore, content should remain relevant and informative.
Blank Specials Pages
Few people visit your website expecting to pay full price for a vehicle. More often than not, they will browse your “Specials” section to decide if they are still “just shopping” or leaning toward some intent to purchase. This moment can make or break the decision to stay or leave.
Outdated Research Pages
It can difficult to maintain model accuracy during model year changeovers, but customers are still visiting the online showroom to conduct their own research. Align your research pages with models that are current, may feature new technology or are arriving soon. This is also an opportunity to align your site content with the manufacturer message regarding product announcements.
Aging Site Copy
It’s unlikely that a brand new 2019 vehicle is still available in 2021, but your website might still reflect this to your customers. Additionally, your site copy can date your dealership and/or the last time it was reviewed for accuracy, so remember to keep it updated to reflect the changing times, now more so than ever.
Issues like these may be simply require a conversation about accountability, but they may represent something more. For years, our team has been reviewing dealerships’ digital marketing efforts with the ultimate goal of helping to deliver additional profitability through efficiency-focused digital solutions. For more information, reach out to us at email@example.com.