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Used Automobile dealers: Want to maximize profits?

shutterstock_96913592Find out how your website is one of the most important tools that you have to increase your bottom line.

Before the internet, people used to buy cars based on a limited number of factors, such as printed materials, brand loyalty and dealership experience. Often, dealerships were the only source of information on cars. Many shoppers were reluctant to travel from dealership to dealership to find the best deal. Today’s auto consumers shop differently than they used to. Over the last 40 years or so, the internet has completely changed how consumers buy cars.The J.D. Power 2015 New Autoshopper Study found that 75 percent of vehicle internet shoppers visit their selling dealership’s website before purchasing a vehicle. According to Autotrader’s 2014 Automotive Buyer Influence Study, used car shoppers spent an average of 12 hours shopping Dealer Websites for a vehicle. The same study found that used car shoppers only spent 3.5 hours shopping offline.

The internet provides auto shoppers with access to an exceptional amount of information. Using the internet, consumers can find out what kind of car they want to buy, where to buy it and for how much. In order to attract customers, you must have a great website that makes your dealership stand out from the rest.

Dealers Websites should do more than list inventory. Customers that visit your site should know exactly what makes your dealer different from the other 6 sites that they will likely visit. Dealer websites have the power to inform, entertain and build trust with potential buyers. Here are some tips to help you develop a website that does just that.


Your website should provide your potential customers with a seamless user experience. If your website is difficult to use and customers cannot locate what they are looking for on your site they will simply move on to the next site.

Intuitive Navigation

Customers want to be able to easily navigate through a website. Navigation should be intuitive. You want customers to come across the most important information first. Include an easy-to-use menu and a search bar to allow users to easily find what they are looking for.


The content on your website should be easy to read. Correctly format content using subheadings, bullet lists and short paragraphs. This makes the information easy to read. Make sure there is enough contrast between the color of your font and the background of your site. Choose a font that is suited for web design, such as sans serif.

Mobile Optimized

The majority of traffic to a typical dealership website comes from mobile devices, according to J.D. Power.  It is likely that mobile search traffic will continue to grow in the future. Having a mobile-optimized website is critical for your dealership to maintain a successful digital presence.

Dealer Websites are an important part of a used car dealer’s marketing campaign. Use the above tips to ensure that your website attracts potential customers.