By Ketty Colom
The Internet is practically a limitless form of Media. This interconnected Web has brought together people across the world in ways that no one could have ever imagined some twenty years ago. Let’s face it, the Internet is here to stay and your dealership’s website is becoming the go-to for interested car buyers. Don’t make your customers wonder whether they’ve visited the wrong side of the Web when they come to your website.
Here are some tips to build trust and in turn, increase conversions:
1. Show where you have been featured
All dealers love press, display what you love! Whether your dealership is featured for hosting a wedding or for having the biggest inventory of electric vehicles in the county. Add a “featured” or “as seen in” section to your website to achieve this.
2. Join the BBB
Signing up for the BBB and adding its badge to your site is a great way to instill trust in your business. The BBB symbol also lets visitors know that your brand is subject to scrutiny if it operates in a less-than-ethical manner, which creates an added layer of trust.
3. Add testimonials
Actions speak louder than words right? No! Not for your website! A happy customer is! Testimonials enhance the consumer experience and build trust for your dealership, especially if they plan to visit your showroom for the first time.
4. Include photos of you and your staff!
To build that personal connection to your website, add photos of you and the staff! The “About Us” page on your site or the company directory is a great place for staff biographies and pictures.
5. Add social media icons
When people see that dozens or even hundreds of people have “liked” your dealership’s fan page they are more likely to feel the effect of safety in numbers and participate in your brand offering. However, make sure to place these icons in an appropriate place on your site. Plastering these icons on every page is not going to increase your social media engagement. Add social media icons to your “Thank you for contacting us” pages which consumers see immediately after they submit a Web lead.
6. Clearly display your contact information
Your online customers shouldn’t need to play a scavenger hunt to find your dealership’s contact information and directions. Also, make sure you link your address to a map every chance you get. Website heatmaps show consumers heavily click on addresses hoping a map to your location will appear.
7. Have Chat on your website!
Your consumers want instant communication, they don’t want to pick up the phone and be entered into a queue before speaking directly with someone. With a simple code on your website you are able to add a live chat feature to quickly connect with site visitors. Chat is not the same as a basic lead form on your website. Chats can capture a lot of information about what the consumer is looking for and the end result can be a relationship building conversation between your dealership and a potential customer.
Ketty Colom is a social media specialist for and can be reached at [email protected].