Most dealership websites are missing the most profitable type of content, is yours one of them?
Join Brian Pasch this week on Auto Marketing Now as he goes in the lab to discuss the importance of Fixed Operations content.
Most templates offered to dealers come with very few pages for Fixed Operations. Your service lane is the most profitable aspect of your dealership. Yet, on average, dealers only have 5-6 of these pages on their site.
Adding critical content pages can boost engagement and drive more consumers to your site. The additional content should be designed for consumers in the consideration phase of the buying cycle. By providing them with further information, you will help them move along the path to purchase. Here are the content pages you should include:
Top 10 Services
Create a page with engaging content for each of your top 10 services. Whether it be oil changes, tire rotations, etc., you should thoroughly explain each of these services and provide customers a place to easily schedule an appointment.
Customer Experience Stories
These stories humanize your business and help form a connection with the consumer. Share the story of your lifelong customer, and of the customer who popped a tire while out of town. People love to hear about your services from other people, not just from your business.
Service Coupons and Specials
Take people to a page that explains the offer, then on the page give them the ability to schedule their service. Do not take them directly to a service scheduler.
Why Service with Us
Draw customers to your business by differentiating yourself from the competition. A Why Service with Us page featuring content and video will help shoppers form a connection with your brand, as well as keep them on your site longer.
Check out this example of an optimized service page:
They have included customer testimonials featuring the photos of customers which is highly engaging. They also have CTAs, maintenance and parts pages, and are effective in showing off the human element of their team through a We Care video, a Why Service with Us page.
The one thing we urge you to keep in mind is to preserve your brand and keep all forms and pages within your site. You’ll notice below that Cavender Toyota uses a third-party for their tire page. This feels like a third party site to consumers and the change in URL can deter customers.
Instead, input selection tools directly on your site to maintain a uniform and transparent brand image. You’ll see below how Alamo successfully integrated this feature.
Adding Fixed Operations content will make your brand more reputable with your customers, and with Google. So get writing, and remember to tune into Auto Marketing Now every week for the latest in automotive digital marketing.
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.