This photo cracks me up because it looks as if the guy wants to make sure that you've noticed how good he looks in the reflection of the car!
What a stupid, selfish, conceited sounding question, right? "What do you think about me?"...
Yet this is what I see on the majority of dealership websites that I visit.
A whole lot of "We're so awesome" and "Look at how pretty we are" or "We are the best"...
Okay, so you aren't using those words exactly, but you're using words that nobody cares about like these:
"We're a family-owned and operated facility with 35 years of experience" OR
"We have the best team of professional sales people ready to work with you..." OR
"Come visit our state-of-the-art facility to find out why we're the best choice for new and used cars in [location]"
Man oh man, I'm cringing just writing those phrases.
But why are they so bad?
BECAUSE THEY HAVE NOTHING TO DO WITH YOUR CUSTOMERS.
And then after all of that crap, you have the nerve to put a "Rate us" page or link on your site.
"But enough about me, let's talk about you. What do YOU think about me?"
Sounds more stupid the longer you think about it right? So let's talk about how to turn things around so that you can kick you dealership website up a notch.
First things first.
You MUST understand that every individual on the planet has a favorite word and letter. Their name and the letter 'i'.
Why? Because nobody cares about you as much as they care about themselves.
Now I'm not saying it's entirely bad to talk about yourself, but you need to focus on presenting yourself in a way that demonstrates maximum benefit to your customers.
"Great, you are an award winning dealership. What does that mean for me?"
"Fantastic, you have the best leasing specialist in the entire state - that benefits me HOW?"
"Wonderful, you have a state-of-the-art facitility - how does that have a positive impact on me?"
The information you present on your website needs to be carefully thought out for maximum market penetration and benefit to your customers.
Think about the message you are conveying about your dealership to the largest traffic source you have.
Are you presenting yourself as a truly customer-centric dealership, or are you like the rest of the pack?
In my next article, I'm going to talk about how you can take this concept and really ramp up your game.
It's all about setting yourself apart from what others are doing, and I'm going to show you how to do that through your dealership website.
Stay tuned...
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