After previously sharing four key reasons why dealerships should prioritize a mobile-friendly website, DealerFire this week returned to the subject of store websites, identifying 10 design elements that are essential for dealerships to thrive online.
DealerFire began its recommendations by emphasizing a dealership website needs to look great and function well on any device, whether it’s a desktop, tablet or smartphone.
“A responsive design adapts to different screen sizes, ensuring customers can easily browse inventory, book services, or explore promotions without any hiccups,” the provider of dealership websites and digital marketing solutions said in a news release.
Next, DealerFire said calls to action (CTAs) such as “schedule a test drive” or “get a quote” should stand out and be easy to find.
“Well-placed buttons or links encourage visitors to take the next step, whether it’s booking a service, applying for financing, or contacting the dealership directly,” experts said.
DealerFire then pointed out that the dealership website should resemble what potential customers see when they arrive at the showroom or service drive.
“Maintaining a cohesive look and feel across the dealership’s website that aligns with the dealership’s branding helps build trust,” experts said. “Consistency in colors, fonts, and imagery reinforces brand identity and makes the site memorable for visitors.”
DealerFire moved into the technology part of a store website, stressing that search engine optimization (SEO) is crucial for visibility.
Experts explained on-page SEO practices, such as using relevant keywords, meta tags and optimized content, can ensure a dealership’s website ranks higher on search engines like Google.
“SEO means more organic traffic and leads for a business,” DealerFire said.
Turning back to the user experience, experts said a dealership website should have a friendly navigation structure.
“Whether customers are looking for a specific vehicle, special offers, or service information, intuitive navigation helps them find what they need quickly. Drop-down menus, search bars, and well-organized categories make browsing effortless,” DealerFire said.
Remember the cliché that a picture can be worth 1,000 words? Here’s how that saying is applicable to a dealership website.
“High-resolution photos of vehicles, the dealership, and services provide a professional and attractive look,” DealerFire said. “Customers want to see detailed images of the cars they’re interested in, so dealerships should make sure the images are sharp, properly labeled, and reflect inventory accurately.”
Experts then delved into a scenario like this one. Imagine a shopper looking for a full-size SUV with less than 75,000 miles and costing less than $35,000.
“A powerful, user-friendly search feature allows visitors to filter through inventory by make, model, price, or features,” DealerFire said. “The quicker customers find what they’re looking for, the more likely they are to engage further with the dealership.”
DealerFire moved on to another critical part of marketing the provider discussed in more detail this summer — online reviews.
“Customer testimonials and reviews build trust and credibility,” experts said. “Positive feedback, highlighted on the homepage or product pages, reassures visitors that others have had good experiences with a dealership.”
When winding down its series of suggestions, DealerFire reminded dealers that their potential customers might be on the store website through a device they’re holding.
“Forms for scheduling test drives, applying for financing, or contacting the dealership should be mobile-optimized,” DealerFire said. “Forms that are difficult to use on a smartphone might drive away potential leads. Simple, short, and responsive forms increase user engagement.”
Finally, DealerFire closed by how quickly a website loads.
“A slow website can frustrate users and lead to higher bounce rates,” experts said. “Optimizing a website’s speed by compressing images, reducing unnecessary code, and leveraging browser caching ensures visitors stay longer and have a smooth experience.”
For dealers who need assistance with their mobile site or other marketing initiatives, they can reach DealerFire at (888) 655-1435, contentleaders@solera.com or at
