First Impressions Count: 3 Questions to Help You Get More Out of Your Website
Show up where your customers are searching and deliver a tailored experience from the very first click
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Nissan Dealer Website Fast Facts
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Your website is home base for your virtual dealership and is often your first real chance to convey your dealership’s unique message to customers. Is your website catching customers’ attention at the start of their research journey and providing the informative sales and service content that new buyers are searching for, or do you have an opportunity to provide even more value at this critical moment? Find out with these three questions:
1. Does your website feature a unique value proposition for both sales and service?
83% of Nissan Dealers have a “Why Buy Here” message on their website, but only 38% include service amenities.
When new customers arrive on your website from social media, SERPs, or review sites, it takes a compelling message to keep them there. Does your dealership have a money-back guarantee or offer Netflix streaming while customers wait for service? Let customers know! A clear “Why Buy Here” and “Why Service Here” message serve to establish your dealership as a trusted source of information and provide valuable content for customers that are not yet ready to buy.
2. Are you merchandising models beyond inventory?
49% of Nissan Dealers are missing a product page or key product information for at least one top selling model
When customers are researching vehicles, they often find product information on the manufacturer website or a third-party site, like Edmunds. What if you could draw these customers closer to a point of engagement with your dealership by providing this research material yourself? By publishing model-specific product pages on your site, you're providing customers with images and key information such as pricing, trim levels, features, and specifications. Your website becomes a knowledge source, and this places the customer just a couple of clicks away from searching inventory or submitting an inquiry on your site. What's more, building this content into your site allows your dealership to show up in local searches for product-related terms such as "Nissan Altima [city]," thus expanding your reach further out into the research arc.
3. Are you reaching customers at the start of the research process with competitive SERP placement?
As many as 86% of Nissan Dealers’ websites appear in the top 5 search results for key model keyword searches on Google.
For customers on the go, local searches like “Nissan Sentra [city]” and “Nissan Service [city]” are powerful indicators of purchase intent. Occupying the first Google Search Engine Results Page (SERP) for these searches and for your dealership name offers a competitive advantage when customers are ready to buy. The types of website content listed above play a powerful role in dominating the first SERP by providing content that’s relevant to customers’ searches and thus more likely to appear on the first page for searchers in your area.
As you incorporate this content into your dealership website, you can track the impact on your digital presence through your Digital Evaluation. Access the latest report for more information about your current opportunities and clear next steps to help your dealership nail that first impression online.