September 6, 2019

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Digital First Impression

We spend a lot of time thinking about how to make the best first impression with new customers when selling commercial vehicles. Are we doing the same when it comes to our dealership website? Over 90% of commercial buyers are shopping online before they make a purchase. Many transactions happen without even going to the dealership.

When creating a website that works for commercial buyers, it all starts with having a dedicated commercial identity. Commercial pages living as a sub-header on the retail website is limiting the Commercial/Fleet department’s exposure and their ability to achieve selling potential. Easy to find commercial product information and inventory is essential.

If you haven’t already, consider these reasons why you should invest in a dedicated commercial website to help strengthen your online presence and create that all important first impression.

STOP GETTING LOST IN THE RETAIL WEBSITE

Studies have shown that busy entrepreneurs do not have time to filter through the chaos that is most retail dealership websites.  Research tells us your customer will lose interest if they do not find the information they are looking for within 16 seconds. Prove to them you are invested in commercial with an easy to navigate commercial website.

INCREASE YOUR SEO (SEARCH ENGINE OPTIMIZATION)

When someone searches for commercial vehicles in your area, your goal should be to get them on your website and to the inventory you have available. Without your own domain then SEO will not prioritize your commercial inventory and you will continue to miss an ever-increasing volume of online buyers. Shop your market as if you were a business owner looking for a new truck online. If your available inventory is not in the top 5 search results there is work to be done.

TRULY MARKET TO THE COMMERCIAL CUSTOMER

With a dedicated commercial online space, you have the control and flexibility to successfully market to commercial customers. Banners on the main page relating to commercial buyers, easy to find inventory and selling your commercial team’s experience are among the many benefits of a quality commercial website.

Most commercial departments have limited marketing funds.   Invest your time and money into the marketing efforts creating the best return – a high quality commercial web presence.

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