Welton Hong of Ring Ring Marketing knows what it takes to get dealers’ phones ringing. Much of that has to do with how their websites are set up, and on a recently held webinar, Hong laid out 10 things every dealer’s website should have. They are as follows:
1) A Call to Action
This would be a way to get the potential customer’s information. Hong recommended something as simple as a place for them to type their name, email address and phone number, then click “submit.”
“Make sure it’s as simple to fill out as possible,” he said. “It should be the same on all pages [of your website], no matter where you go.”
2) A Unique Selling Proposition
“Type out why you’re different,” Hong said. “Most people’s homepage is very feature-focused … Rarely do they talk about how they are different.”
Some examples of this would be how many installations you’ve done, how many years you’ve been in business, etc.
3) Some Credibility/Social Proof
“Especially for large-ticket items, people want to see how credible you are,” Hong said. “You want to display all the badges you got,” including from Yelp, Angie’s List and other sites. Professional logos also offer credibility, he said.
Another form of social proof would be before-and-after pictures, which “tend to be the third- or fourth-most-visited page on the site,” according to Hong. He also recommended testimonials, which “should be very easy to find and need to be supplemented with videos.”
4) A Business Profile Video
Speaking of videos, each site should have one that profiles the business.
“These should be about one minute in length and if you’re a dealer, these videos should have footage of actual job site,” Hong said. “People, in general, want to see faces.”
These video can be produced locally for $500 to $1,000, Hong said.
5) Special Offers/Financing
It’s also important to have a tab that features special offers.
“People love deals,” Hong said. “Make sure you have a specials page on your website. It has to be a very, very easy thing to find. It needs to be somewhere on the top menu bar.”
6) A Mobile-Friendly Website
A website visible on a mobile device is key nowadays, but in some cases it’s more important than others.
“It really does depend on the type of service you provide,” Hong said. “If it’s an emergency service you provide—like glass repair—people will pull up their mobile device and call you.”
7) A Quick Page Load Time
“If your page takes too long to load, people might actually leave right away,” Hong said.
He gave this site as a test for business owners to see if their web pages were up to par: http://www.webpagetest.org/.
8) Have an About Us Page
“About Us” pages are, again, one of the top-five-visited pages on a website.
Hong said to be sure to “cover the five W’s:”
- Where; and
“The most important here is the why,” Hong explained. “Why should people do business with you?”
He also said here, people want to see faces. Take a picture of all the staff together or have pictures of the staff along with their bios.
9) All Ways of Contact
“This is simply, ‘how can people find you?’” Hong said.
It would include a map, all your contact information, etc.
10) Google Analytics
“If you don’t have Google Analytics installed on your website, definitely install it on your website. It’s a free tool by Google,” Hong recommended. The tool will help dealers see how many people are on it and how long they’re staying on it. “The longer they stay on the website, the more engaged they are.” The industry average is one minute and 30 seconds, he said.