Apparently bad websites are a truly international phenomenon. Google “Bad Websites” and the image at the left is the very first image you’ll find.
So let’s start by defining, “bad”. A bad website is a brochure, it speaks AT the visitor without engaging them. It’s design is outdated and it doesn’t balance functionality, usability and aesthetics in any meaningful way.
I look at a lot of auto dealer websites. There are a handful of dealerships out there who have inspirational websites. Websites that even manage to get most things right. What astounds me is the number of websites that are just complete and utter crap.
I simply cannot fathom why any reputable dealership would want their business represented by a crude, poorly thrown together website. I’m even more mystified by the number of dealers that are paying through the nose for generic, templated sites that do absolutely nothing to establish or distinguish their individual brand.
Your website is not.
- It is not a brochure or newspaper ad.
- It is not a TV Spot (although video should be a component of a great website).
- It isn’t a radio spot.
- It isn’t static. It should be changing and evolving constantly.
- It isn’t a speech, it’s a conversation.
Since I came on board at Express Auto, internet leads have gone from producing less than 5% of our sales, to almost 20%. While I’d love to take all the credit for that (and in sales meetings, I do), the truth is I’m also riding the trend of people making the company’s website one of their first stops when deciding to do business with us.
Take a look at this infographic on the Automotive ZMOT from Brian Pasch. This is important stuff. A bad website in many ways is worse than none at all. A recent Canadian study says people judge your wesbite in the litteral blink of an eye — a fraction of a second. They apply that judgment, not just to your site, but to your business as a whole. Outdated, unfriendly websites tell people you are an outdated and unfriendly business. It’s as simple as that.
As more and more of your customers turn first to the web you’re actively hurting your business by presenting a bad image.
So what do you think? Why are so many, so bad? Complacency? Ignorance? Cheapness? Just a general resistance to change?
There are a thousand reasons for many of the dealership woes you mention, and I think it’s very important to recognize that many dealers have dedicated Internet Managers that engage in multiple tasks at one time, so occasionally the website falls to the edge.
I’ve been in the automotive business for some time now, and before my foray into it, I was a successful computer technician and web designer in a smaller company, so I’ve worked on both sides of the coin, as have you. What I’ve noticed on so many dealers, is that they’re unhappy with their website, but they’ve fallen into complacency with it.
This sort of attitude is dangerous to both a conscious work ethic, as well as lead metrics, conversion and inevitably analytics (assuming the dealer monitors these things themselves as so many try to do).
I was blessed to be able to come into a store at the cusp of an ownership change, which means everything old had to go, and the current technologies had to be re-evaluated for their usefulness. What we found with the previous mandated web vendor, is that they were doing absolutely nothing to assist the dealer with converting or even grabbing the lead.
Today’s dealer needs a comprehensive suite of products, and while vendor selection still must be a careful choice, it has gotten much better than it was five or six years ago. Vendors, like dealers, are learning that consumers have become more technically aware, and now require mandatory engagement in order to place a lead capture on a dealer site.
The amazing thing about Brian’s study, is that it shows where there are so many loops in the consumer buying cycle that can break like a weak link in a long chain if a dealer isn’t prepared. It is now essential for a dealer — IE, a dealer’s Internet Manager to watch: Google, Foursquare, Twitter, Facebook, their Website, their Service Website (which dealers should have, if they don’t), Yelp, Yext, Yahoo, Bing, Address Listing Sites, Manufacturer Vehicle Listing Pages, Auto Trader, Cars.com, and dare I even pause to take a breath: every single review site known to man. All while maintaining internet specials, pulling leads in, answering 5,000 IT questions on a daily basis, and keeping a sustainable capture/conversion ratio.
All this, while fighting the manufacturer to keep your site from being just another Nissan, Toyota, Chevy, Ford or BMW Clone.
I don’t know about you, but to me, the best thing a dealer can do in my opinion is to establish a relationship with a reputable, trusted web company. We use Dealer-E Process at my store, and I’m so happy that we do. All of those above things I’ve mentioned are handled quickly and easily. My Social media is assisted by their programs, my customers can book service appointments, and my website was compliant before my competition was. Plus, they help me watch it. I will agree with you wholeheartedly in the fact that being “cheap” is no excuse not to go with a solid vendor, particularly since digital solutions by reputable companies are much more efficient and inexpensive than they were previously.
We can’t afford to drop the ball on the web, and our vendor helps us do that. Can’t afford to be asleep at the switch. I also suggest that dealers look into online chat solutions, which force engagement — the suite of products we use has this, too.
Ultimately, though. .it’s important to remember the largest reason that vendors get slammed when it comes to web design: they must listen to the dealer for changes as part of their job. During my time as a web programmer, I had some requests for some crazy stuff from my clients. .things which I knew wouldn’t work. Despite my best advice, it was a service business, and the customer was always right. Then they’d get upset with me when it didn’t work. This is why it’s important to be subjective and listen.
We tell customers all the time that we’re the professional, and that they should let us do our job. .why shouldn’t we listen to our advice? Just make sure that you find a good vendor for a partner, and you won’t have issues. We’ve got a great partnership with Dealer-E, fortunately. I wish I had it sooner, as my last place didn’t care much for joint relationships of that status, and we saw nothing but problems.
Anyway, my two cents. . .okay, so. .more like all my spare change in the jar, but still.
My best wishes for business in the new year!