How to Keep Your Dealership Website at the Top of Search Results
Your dealership’s online presence is just as important as your physical location. Often, your dealership website is a potential customer’s initial introduction to your business. That first impression is critical – make sure it’s a strong one!
The days when a website was something you could set and forget are long gone. In today’s fast-paced market economy, the websites that drive more traffic and generate more leads require ongoing maintenance and updates. You can help your dealership rank higher in searches, like on Google, with search engine optimization, features like mobile responsiveness, and updated content.
Quality ongoing maintenance should also include regular updates to website security, improved user experience and compliance with current laws and regulations (including privacy and ADA compliance laws). Those are just the bare minimum requirements, but here are some additional best practices that, when implemented, can help your dealership website outperform competitors and deliver more leads to your inbox.
Routinely Update Website Content
The first step in keeping your dealership website up to date is ensuring that fresh content is added often. The vehicle industry, whether RV, powersports, or boats, is dynamic, with new models, features and structural changes announced regularly. Updated website content allows you to showcase the latest models and effectively engage potential customers. People are more likely to trust a dealership with an up-to-date and secure website.
Information related to inventory, prices and services may change over time. An outdated website that displays incorrect information can lead to confusion and frustration among potential buyers. Regular maintenance ensures that all content on your website is accurate and reflects current inventory. A website that displays outdated information can deter visitors and harm your dealership’s reputation. Building trust is essential in the dealer industry, where buyers are asked to make significant, high-price investments. A trustworthy online presence can lead to increased inquiries, more showroom visits and, ultimately, more sales.
Implement A Dynamic SEO Strategy
Search engine optimization functions hand-in-hand with updated dealership website content. Search engines like Google, where people go to find a dealer in their area, prefer websites that are updated regularly and consistently comply with best practices. By continuously maintaining and updating your website, you improve your chances of ranking higher on search engine results pages. When potential buyers search for information online, a well-optimized and frequently updated website increases your visibility and improves your chances of being seen.
Too many business owners make the mistake of launching their site with SEO strategies that, while certainly best practices at the time, quickly become obsolete. If your SEO strategy isn’t adjusted to the tweaks and modifications that Google makes to its search algorithm, your website can quickly be left behind in search results.
A perfect example of this is the implementation of Google’s Search Generative Experience, which is leveraging artificial intelligence to identify websites that effectively respond to search inquiries. This technology is new to Google’s search algorithm, and SGE could dramatically change the landscape of SEO. Websites that use dynamic SEO strategies are best positioned to be responsive to Google’s SGE. The Google-certified SEO experts at NetSource Media stay on top of these changes and can help dealers implement the newest strategies to their websites.
Website Performance Indicators and User Experience Matter
Dealership website speed and functionality can impact both site users and search engine rankings. Slow-loading pages and unresponsive features can frustrate visitors and drive them away. Quality ongoing maintenance includes optimizing website performance, so your site runs smoothly and quickly. A fast and responsive website enhances user satisfaction and encourages visitors to explore further, potentially leading to more inquiries and sales.
User experience is a critical factor in the success of any online venture. Customers expect an easy and enjoyable experience when browsing your website. Regular maintenance allows you to identify and address usability issues, such as broken links, confusing navigation or outdated design elements. By continuously improving your site, you make it easier for potential customers to find the information they need and consider your dealership for their purchase.
With the wide range of devices, browsers and screen sizes in use today, it’s important to check that your website is compatible with various platforms. Ongoing maintenance helps address compatibility issues, ensuring that your dealership website is accessible to a broader audience. Whether customers are using desktop computers, laptops, tablets or smartphones, they should have a seamless experience when visiting your site.
Stay Compliant with Legal Requirements and Implement Security Protocols
It should probably go without saying, but ensuring that your dealership website complies with applicable laws and regulations is crucial. Laws related to website accessibility, privacy and data protection are continually evolving. Ongoing maintenance allows you to stay up to date with legal requirements and make necessary adjustments to your website. This helps you avoid costly legal issues and demonstrates your commitment to ethical business practices. Remember that vehicles are big-budget purchases, and customers will choose a dealership they feel that they can trust.
On the more technical side, cybersecurity threats are an ever-present concern for businesses operating online. Many dealerships collect and store customer data, making it crucial to prioritize website security. Regular maintenance includes software updates, security patches and monitoring for vulnerabilities. This proactive approach helps protect customer data, maintain the integrity of your dealership and avoid costly data breaches.
Keep Your Dealership Website Competitive with NetSource Media
In a highly competitive industry, having a well-maintained website can set your dealership apart from the competition. It showcases your dedication to providing the best experience for potential buyers before they even arrive on the lot. A website that stands out in terms of content, performance and security can influence customers’ decisions and make your dealership the preferred choice.
Remember that ongoing website maintenance is not just a technical necessity, but a strategic advantage for dealers. It’s essential to keep content fresh, improve search engine rankings, enhance security, optimize performance and ensure legal compliance. A well-maintained website also builds customer trust and helps your dealership stay competitive in an evolving industry. Dealers should recognize the critical role of ongoing website maintenance and make it a top priority for their online presence.
That’s where NetSource Media comes in! We specialize in building beautiful, functional dealership websites. Explore our custom website design options or contact one of our team members to find out how we can help you. We also offer ongoing SEO services to make sure your site always stays updated with best practices. Browse our most recent website designs, and let us know when you’re ready to get started on your new site.