Your sales customers are performing car research online, but did you know that many of your service customers are, too? In fact, over half of consumers research the dealership’s website before choosing to schedule service there, and consumers under 55 are 48% more likely to research a dealership’s website before scheduling service. Consumers under 55 are also four times more likely to check Google reviews and the dealership’s social media page before booking service.

It’s clear that dealership website optimization and online presence can impact your profitability. To better reach customers and increase your service department’s potential, be sure to follow website best practices, set a smart social media strategy, and boost your Google Business Profile.

Capture Service Customers with Dealership Website Optimization and a Strong Online Presence

Be Discoverable with Search Engine Optimization

When customers search for “car service near me” online, can they find your dealership? SEO, or Search Engine Optimization, is what makes your webpages discoverable—it helps improve your website’s visibility and ranking in search engine results pages (SERPs) for relevant keywords.

SEO is crucial for your dealership website optimization to:

• Reach the Right Audience: As customers search online, strong SEO helps your dealership website pop up on the first page, putting you directly in front of potential customers.
• Boost Organic Leads: Websites on the first page of search results get significantly more clicks than those buried deeper. And proper SEO propels your dealership website to the top—helping you stand out above your competition.
• Build Brand Credibility and Trust: A high ranking on search engines can be seen as a mark of authority and trustworthiness. This can influence customer decisions and make them more likely to choose your dealership over a lower-ranking store.

An important part of every dealership’s online presence includes a Google Business Profile, or GBP. If you don’t already have one set, you could be diminishing your local SEO results. Optimize your Google Business Profile and ensure your website has your complete address, phone number, and operating hours. You can even add current sales or service offers, local search ads, and other details to get the most out of your GBP.

Create Transparency with Google Reviews

Because many of your prospective customers are browsing your car dealership Google reviews, these are an important part of your online presence—and they offer more opportunities than you might expect. In addition to helping you build a positive brand and manage your reputation, reading, responding to, and encouraging Google reviews also helps you:

• Increase Visibility in Search Results: Google heavily considers a business’s review rating and volume when ranking local search results. Positive reviews and a high star rating can significantly improve your dealership’s ranking, making it more likely potential customers will find you online.
• Gain Insights into the Customer Experience: Reviews offer valuable feedback on your dealership’s service. By reading and responding to reviews (both positive and negative), you gain insights into customer experiences and areas for improvement.
• Improve Customer Engagement: Responding to reviews also demonstrates that you care about customer feedback and are actively engaged with your online audience. This fosters trust and strengthens customer relationships.

Focus on the User Experience with Updated Website Functionality

A busy website that loads slowly, has unresponsive widgets, or is confusing to navigate will likely send your customers to a different service provider. Following website best practices and ensuring all website features work properly will help keep customers on your site. Some of the ways you can optimize the user experience, or UX, include:

• Mobile-Friendly Design: A significant portion of web traffic comes from mobile devices. Ensure your website is responsive and easy to navigate on all screen sizes.
• Clear Calls-to-Action: Tell visitors what you want them to do, whether it’s booking an appointment, requesting a quote, or browsing service packages. Use prominent buttons and clear language.
• Online Appointment Scheduling: Enable customers to schedule an appointment in minutes directly on your website and provide them with access to their own maintenance management portal to make scheduling service simple.
• Educational Service Content: Offer blog posts and videos on car maintenance tips, common car problems, and the benefits of using genuine OEM parts. You can also feature customer testimonials, awards, and certifications from mechanics to build credibility.

Stay Connected with Social Media

While social media offers an untapped market of potential customers, it’s easy to feel overwhelmed setting an effective social media strategy. In order to create a social media presence for your dealership that stands out and garners engagement, follow the 70/20/10 social media content rule:

• 70% Valuable Content: This is the core of your social media presence. It should consist of informative, educational, or entertaining content relevant to your target audience. This could include blog posts, employee spotlights, how-to videos, or even user-generated content.
• 20% Curated Content: Sharing interesting or relevant content from other sources keeps your feed fresh and demonstrates you’re engaged with your industry. This could be articles from OEM publications, press releases, or posts about initiatives with partners in your local community.
• 10% Promotional Content: This is where you directly promote your dealership, products, or services. These posts could include special service offers or upcoming maintenance events.

Guide Vehicle Owners to Your Dealership When They Search for Service

You don’t need to be an expert in SEO or social media to optimize your dealership’s website or create an authentic online presence. Our team is here to help, whether you’re looking to increase website traffic, establish your Google Business Profile, create a social media strategy, or implement better online service scheduling tools. Contact Affinitiv today with any questions or to explore our industry-leading solutions for automotive dealerships.

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