All posts tagged 'ebsite-management' | MXS Solutions

Why Dealer Websites fail to deliver

Creating and maintaining a normal website can be difficult.  Add in compliance, need for original content, graphics, high competition, and it seems like the impossible task.  The average internet director, doesn’t have the analytical, sales, 2D design, HTML, SEO / SEM, technical and persuasive writing skills necessary to manage a dealership's internet presence.  Although we’ve seen the gambit of those that have some, or even most of those skills, it seems only the mythical internet director of legend is capable of running the show on their own.

Each one of those skills is needed to successfully optimize the revenue coming from your website, and we’re going to discuss two areas of those skills and how the lack thereof causes fatal flaws in most self - run dealership websites.

First up, we have:

The Artist: (SEO / SEM)

These are the ones who missed their calling in life.  Beautiful websites, clean, eye - catching designs, and yet nothing is happening.  Hardly any traffic, no leads, and not a clue what to do about it. 

If you don’t know what you’re doing with search engine optimization, or you rely on platforms to optimize your site for you, that is what you see.  What are people searching for?  Of the people that arrive to your site, what keywords were bringing them in?  Are the right keywords being used on your site?  Are you tagging all the content with relevant keywords?  Is your content even relevant?

Or, are you clicking the “Add suggested tags/keywords” button and praying?  Not only does careful planning have to take place when attempting to capture traffic from organic search results but, monitoring and interpreting the data that you get from the traffic you're receiving is an intimate part of optimizing your website.

Followed by:

The Technician:  (2D design / Sales)

Like the green pea, faithfully following his up around the dealership waiting for them to say they want to take a car home, he’s got all the words, but doesn’t know how to say them.  The site is topping the charts, traffic is amazing, yet the bounce rate is 9 for 10 and you haven’t received a call yet. 

While getting people on your site is the first step, the next step is getting them engaged with the website.  The website has to welcome them in with interesting graphics and easy to use navigation.  Phrasing that gets them thinking about making a purchase decision without blowing them out with cheesy one liners.

Graphic design takes talent.  If you don’t have it, stay away from that part of the website’s design.  Just smile and nod while those with talent discuss whatever it is they do to make people want to stare at the banners for a couple slides, for no other reason than they look nice.  Think about all the times you’ve purchased some brand over another because the box looked nicer.  Don’t lie to yourself and let your website remind people of the store bought brand.

How can I get all of this done quickly and to get my business booming?

Outsourcing some of the work might be the answer, or it might not.  For some of those internet directors of infamy, it may be just the trick to get an outside contractor to pick up the slack.  Then again, it might be better to invest in a quality company that can deliver results.  Either way the number one reason dealership websites fail, is because someone there thinks they can do it all themselves. 

No company in the internet marketing business has one person handle everything for a client. I wouldn’t dare let Janice, from the graphics department, handle all the analytics and reporting for a client, and you shouldn’t either. Whether it’s in-house division of labor, or outsourcing to a reliable name in the industry, don’t let anyone go at it alone.   

Dealer Website Management Today

Dealer website management in today's markets is one of the toughest parts when running part or all of your business online.  It involves managing the content, modifying inventory levels, pouring over statistic reports, and making sure new specials are getting highlighted, etc.   MXS Solutions' content management experts are keen to writing SEO-driven content in such a way that it evolves with the changing algorithms of the search engines.  A dealer's website is a living, breathing employee of the dealership itself.  It works around the clock promoting your business.  It needs to be taken care of the same way you would take care of the physical dealership building.  The management of a dealer website should be done by professionals either in-house at a dealership, in a co-op, or fully managed by a company like MXS SolutionsDealer website management by MXS Solutions

Management Simplified

Following up on our previous entry, Web Management for Auto Dealers, there is a need for auto dealerships to seek out companies like MXS Solutions to manage their dealer website.  It's not simply from a standpoint of "that's what everyone else is doing", but from the angle of MXS Solutions empowers the dealer's website to perform better by frequent updates, tweaks and more.  This allows the dealership to concentrate in other areas while MXS Solutions takes the reigns on the website management. 

Losing Customers - to the manufacturer?

Many dealers’ websites capture customers, but customers quickly have to leave the website to go “Learn More” about what they are looking for. They then land on the Manufacturer’s Website, from there they learn what they need to about the Vehicle of interest. Do you really want your website visitors going to the manufactures site that has “Get a Quote” options all over their site? Now you are competing with the other dealers for that customer’s business, when you had them on your website first! Let MXS Solutions change that trend for the better with one of our dealer website management packages that we offer.

 

Web Management for Auto Dealers

It's the middle of the month, a customer asks you "do you have any specials going on because I couldn't tell by your website", and that's when it hits you -- who's managing your website?  After you help out that customer, you pay a visit to your website.  Who's been doing the content creation for you?  Who at the dealership was in charge of the website management?  If this is you, and you are preferring to not direct customers to your website, then MXS Solutions can help.  We provide many different dealer services that can take care of monthly specials, custom banners and graphics, and more.  An Auto Dealership website is essentially your 24/7 salesperson that never shows up to work late and is always working.  

Web Management: 2.0

MXS Solutions experts can do the work of managing the content creation for banners, pages and specials so that you do not have to (or employ someone that does that as well).  All of our custom pages we create for our auto dealerships are enriched in SEO (Search-Engine-Optimization) text to raise the organic search capability of the dealership's website.  The importance of keeping your dealer's website being constantly touched and updated is key to maintaining the appearance that it is an active website - to your customers and to search engines.

Lead Generation

Stop paying thousands of dollars to companies that provides leads that you are sharing with your direct competition.  The leads from your website are unique and generate the biggest margin of profit.  The folks managing your dealership website will not have to give away any more vehicles!  Stop losing money when selling your vehicles due to how you are getting your leads.