Web Design from a Buyer's Perspective
What does a potential customer see when they visit your website? Where are their eyes drawn? Can they locate important information such as contact info, lead forms or current promotions within the first few seconds of clicking onto your platform? Web design is a crucial part of lead conversion, as it determines how quickly a visitor can transition from a casual browser to a motivated buyer.
Consumers today shop by comparison and often visit several dealership websites during the shopping process. In order to stand out from the competition and leave a real impression, dealers need to have web design that not only thrills but also enhances website functionality.
Take a moment to review the layout of your website. How complex and involved is the navigation? How easy to find and use are the call-to-action buttons and online forms? We often think that in order to appear more knowledgeable and credible, we need to provide a surplus of web pages and links, but in the case of web design, it cannot be emphasized enough that “less is more.”
As mentioned, online users are looking at multiple websites, and often only spend a handful of minutes or even seconds browsing a site. Within that time, if they can’t find the information they are looking for (inventory listings, contact form, dealership contact info, etc.), they will choose a different website. Due to the wealth of information available on the internet, consumers’ attention spans have shortened, and they look for easy website navigation that delivers the desired results within a few clicks.
Perhaps the most important feature of your website is its usability. The purpose of your website is to attract online leads and then drive them to your dealership to close the sale. Consider your platform from a consumer’s perspective. What is your objective in visiting the site? What do you want to see right away? Important links to display prominently on your home page and/or in your navigation include:
- New
- Pre-Owned
- Rentals
- Schedule an Appointment
- Request a Quote
- Contact Us
When designing your website, keep your customers' needs top of mind. Provide a menu bar across the top of your website that is easy to navigate and offers drop-down options for more specific navigation. Consider what information would be valuable from a customer’s standpoint on the individual pages of your site. For example, a customer viewing a piece of inventory on your site would want to see a clear and obvious price, an easy-to-locate lead form to submit inquiries on the inventory and most likely some information on financing options.
While planning an effective web design may seem like a daunting undertaking, it’s actually much easier than you might think to carry out. Practiced web designers plan a website’s layout with both the dealer’s and buyer's best interest in mind, but you can also test the efficacy of your website yourself. Pretend that you are a potential customer who is brand-new to your dealership and visiting your website for the first time--is it easy to find and view specific units? Are there high-quality images that catch your eye and make you excited about the product? Can you easily locate the online forms to submit an inquiry to the dealership? If any of the above tasks present a struggle, it may be time to redesign your website.
A well-designed, effective website capitalizes lead conversion by combining a pleasing aesthetic with the best modern practices for website functionality. If you’re ready to create a more buyer-friendly site, contact Dealer Spike today to learn more about our web design services.