Whether it’s Poor SEO or not enough content, we uncover why your website may be underperforming
Now more than ever, it’s so important that your website is performing the best it can. Car buyers are browsing thousands of dealers’ websites each and every day, and you want to make sure it’s fulfilling expectations by; appearing in the relevant searches, that it’s easy to navigate, and most importantly, to ensure you’re capturing all leads in the correct way.
At 67 Degrees, we understand how overwhelming it can all feel. Getting your website to perform at its best can be a timely process, which is why we’re here to help. There are thousands of car dealer websites in the UK that aren’t performing for a number of reasons. We’ve analysed 50 different car dealer websites (obviously not ours) and here we explain the reasons behind why they wouldn’t be performing correctly…
SEO (Search Engine Optimisation) is an extremely important factor to your website, and it’s the one thing many car dealers neglect as they can’t see tangible results straight away. We’re sure you’ll appreciate that millions of people are searching for cars every single day on Google – it’s certainly tough competition to make sure you are on page one of the search engine!
Firstly, you want to make sure that you are ranking for the relevant keywords; these include branded keywords (the name of your business), but also the type of stock you have. For example, if you are a specialist Mercedes dealership, you want to make sure you are ranking for keywords such as ‘Mercedes in [insert location]’. This is SEO 101.
As well as content-based SEO, there’s technical SEO which happens behind the scenes on your website. This is something an agency like us – or a specialist – will look after for you. Technical SEO is primarily about making sure all the pages on your website are correctly optimised so they are appearing on Google. We provide this as a bolt on package when we launch our bigger websites. Technical SEO also incorporates backlinks to your website (which means other websites are pointing to yours, which helps you rank better in Google) and correctly tagged images, alongside internal links are correct.
If very few of these things are in place, then this will be a huge contributing factor as to why your website isn’t performing. SEO is by no means cheap and can be one of the more expensive marketing services, but trust us, it works!
User Experience (UX) is so important to any website; it’s how browsers turn into buyers, in any industry. If the user journey hasn’t been thought about properly, you could be missing out on leads flooding your inbox….nobody wants that!
For example, if on your homepage you have no links sending people to your stock, how are people going to find it? Of course it might be hidden somewhere within the header text, but this information needs to be front and centre on your homepage, as this is why people have come to your website. Many car dealers want to talk about the story of their dealership, which is great, but this should be a secondary thought. Why not put yourself in the shoes of your customer by visiting your website to see how easy it is to navigate – you may be surprised by the results!
Not Fully Optimised
It’s 2022 people! Every website should be optimised to whatever device the customer is using to browse your website on, be it desktop, mobile or tablet. If your website isn’t optimised, it means that it’s so hard to navigate and gives a very bad overall user experience. It may be that the user needs to keep zooming in to try and navigate a page correctly – eventually they will get fed up within a matter of seconds when searching for stock on your website in this way.
In 2015, Google started to penalise websites that didn’t have a mobile version by showing them further down the search results. If your website isn’t optimised, there is a strong chance that there is very little SEO present – and we all know how important SEO is now…right? If not, refer back to point one again.
Little to No Content
Content is so important on your website – and we don’t just mean articles, we actually mean wording on all your pages….and content also refers to your stock too. All of your pages should have at least 500 words per page to be optimal for SEO purposes. Google considers pages with 300 words or less ‘thin’ and could be penalised.
Your website content should answer your customers’ questions, and in this case, it’s all about vehicles (which should of course prove easy for you to write about!) The quality of your content is also very important; don’t just waffle for the sake of filling words on the page. In 2021, a senior figure at Google commented: “From our point of view, the number of words on a page is not a quality factor, not a ranking factor. So just blindly adding more and more text to a page doesn’t make it better.”
Page Load Speed
Did you know that 40% of online buyers will wait no longer than three seconds before exiting a website? Technology has evolved so quickly over the past 10 years, consumers are used to being served information immediately. For example, look at how businesses like ‘JustEat’ have evolved. Slow page loading = lower Google ranking, it’s as simple as that.
Unclear Call to Actions
A clear call to action (or CTA) is a key factor to your website. They usually appear as buttons or clear actions of what a user should do, and in this instance will be :-
– Buying a car
– Enquiring about a car
– Sending an email enquiry
– Calling your dealership
These CTAs should be clear buttons that stand out on your page, it’s what the user will be drawn to and will drive enquiries through your website. If you look at websites like ASOS or other fashion brands, their call to actions are super clear, and easy to locate.
Everybody loves a great looking website; we eat with our eyes and it’s no different with browsing websites. When it comes to a car dealers website, the one thing users want to see is images of your stock; your website should have big bold images that are full width and the overall website design should be eye-catching.
A great designed website can instil trust and show professionalism. First impressions count, and if a user lands on your website from a Google search, you only have around 10 seconds to make a great impression on them. Is your website up to scratch?
We know that some car dealers work 15+ hours a day, and the last thing they want to do is include a full detailed description about the cars they are selling. For ease, they just put one or two lines…but guess what, this is the key information that customers want to read!
We see so many websites that have one badly taken photo displayed, alongside around three lines of text talking about the car…who is going to be tempted to buy that? The truth is, no one is, because it looks like the business doesn’t really care about cars. Why not look at your closest competitor to see how they are displaying their stock on their website.
Consumer data website, Statista, explains: ‘In the United Kingdom, more than 60% of respondents considered online car shopping during the fourth quarter of 2020. This figure compares to just over 40% of respondents before the pandemic.’ This is even more evidence demonstrating that you need to have rich content about the cars you are selling and detailed photos – ideally, people want to see around 20-30 photos of each vehicle.
Your Website, Your Way
Here at 67 Degrees, we pride ourselves on making sure each and every one of our car dealer websites is up to our very high standards. They are all designed and built with the correct SEO in place ready for launch (with all migrated data from your old website if requested). We have won multiple awards for the UX and design of our websites so you are certainly in safe hands – we build our websites mobile first for the smoothest experience for car buyers.
Our marketing team creates amazing content for your website to make sure it’s ranking in the relevant sections. We also give bespoke training to our dealers on what information they should be including on their vehicle detail pages.
If you are fed up with your website not performing, or sick and tired of your current website agency wanting to charge over the odds to make changes to your website then give us a call! We’d love to show you what we can do. Anything from a templated website that can be live within a month, to a fully bespoke website that will blow your mind and get you even more conversions.
It’s your website, your way, so get in touch with us today!