While we are big proponents of a Live Chat option on dealership websites to increase leads and sales, there are several key pieces you want to ensure are on your web pages. I met with a dealer recently as a vender pointed out that the SPECIALS page on their website didn’t have a contact form for either the list page or the individual models. Does yours? Here are eight tips that are vital for good automotive website design that guide shoppers into a sales funnel:

• Be SEO-friendly without sounding silly
• Ensure information about dealership, staff, and vehicle models is current
• Use best practices for inventory lists and Vehicle Display Pages (VDPs)
• Don’t demand more info than name, email and phone (maybe zip code) on your contact forms or live chat links
• Take advantage of proactive Live Chat invitations
• Include a quick contact form on all landing pages
• Be sure the phone number is displayed prominently on EVERY page
• Have an up-to-date SPECIALS PAGE with quick links on your menu and homepage

While I’m not a huge proponent of focus group management techniques, it is a good idea to have a few friends, staff members, and even other non-competitive dealers or managers take a critical look at your site to see what you may be missing. Often, vendors can be a good resource for this, as well. You probably walk your dealership looking for areas for improvement, you should do the same with your website and other virtual showrooms (microsites) you may have.

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Tom LaPointe CarChat24  Interactive Media Manager / Industry Analyst

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He began working with the internet building websites at Johns Hopkins University in the 90’s, and has been a performance leader in nearly every dealer role, from sales and service, to web development and viral marketing.