A dealership’s website may look great, but even the most beautiful websites can have trouble attracting and converting potential customers. From technical issues to irrelevant copy and content, there are a ton of reasons why your website isn’t performing.
Here are just a few listed below and how you can fix them.
Unresponsive and Cluttered Website Design
Take a look at your website. Does it look cluttered? Does it often crash? Is it not responsive? If you said yes to any of these questions, then your website’s overall design may be to blame for its lack of performance.
These days, you can get all the information you need in a matter of seconds with a quick online search. However, if the website the consumer lands on is slow, difficult to navigate, or just plain annoying to use, you can bet no one will want to stick around or come back.
With that said, you need to restructure your site. Tidy it up and make sure everything is running as smoothly as possible. A good way to do this is to clean up the navigation bar on your dealer’s site and use drop down menus.
Salesy Blog and Website Content
It’s a fact that content will make or break a website’s performance. So analyze the copy on each page and blog post.
Consumers today browse the web to find the detail needed to answer their questions or resolve issues they may be facing. So, your content has to cater to that. Simply put, the resources on your website need to be enticing and educational.
Google is actually pretty smart when it comes to their ranking algorithm. Their bots can discern which websites have the most helpful and educational content. They tend to rank these sites higher based on their relevance to the search term.
Google can also pick out websites with little to no or salesy content. They rank these sites much lower on their search engine result page (SERP). So make sure your website copy has some substance and will provide the answers consumers need. Most importantly, don’t make your content into a sales pitch!
Using the Wrong Keywords
We all know how important it is to make sure your website features keywords in its content, meta descriptions, and title tags. But if you’re using the wrong keywords or too many keywords, then don’t expect your website to skyrocket to the top of a Google SERP.
Just like the content on your site, Google ranks website pages based on the keywords you use. Relevant keywords organically incorporated in web copy, blogs, meta descriptions, etc., are placed higher on an SERP. Those with irrelevant or too many keywords are ranked lower. So be mindful of the keywords you add to your site.
Lack of Links
Your copy, design, and overall structure of the website can be spectacular. But if you don’t have any links on your site, then your site may not perform as well as you want it to.
According to Google, links help their crawlers locate your site and can even increase its visibility in their search results. So try to link to helpful resources like safety ratings or even official vehicle reviews from auto experts to help improve your website’s performance.
You also want to have other websites link back to your website as well. This shows Google that others find your content’s website valuable and helpful which helps your dealership become more of an authority figure.
There are a ton of reasons as to why your website isn’t performing, but luckily, you can fix things. So take the steps needed to enhance your dealership’s website performance now.
For more information on how to further improve your website’s performance, sign up for a free demo.
-Jennica is an Inbound Copywriter here at FullThrottle