Take a Closer Look at Your Website
It’s no question that a well-designed, high-functioning website is vital for a business. Not only does your trailer dealership need one to help prospects discover your business when researching online, but you also need a website to help those potential customers make purchasing decisions and even take that first step in the buying process by submitting an online lead. Having a great website is so crucial to the success of a business that it’s also crucial to keep a close eye on how your website is performing. When was the last time you took a good, close-up looking at your site? If it’s been running itself for a while and you aren’t seeing the results you want, it may be time to make sure your site is performing at its optimal level.
First step – think about how easily a prospect would be able to find your site in the first place. It’s important that your website adheres to best practices for Search Engine Optimization (SEO). Much of your site’s level of SEO goes back to the keyword-rich, useful, and well-written content that is (hopefully) on your site. How well your website performs also makes a big difference in attracting search engines – Does it load quickly? Is it free from error messages, broken links, or other distracting elements? Is it responsive – meaning that it will function the same on a mobile device as it does on a desktop computer?
Next, approach your website as if you are a prospect visiting for the first time. Consider the overall design and ease of navigation of your website as they go hand in hand – your site should be intuitive to navigate, with clearly labeled action buttons to take users wherever they need to go. Your website design shouldn’t be too busy or cluttered at all, as this will only distract and confuse the end user – preventing them from finding the trailer they’re looking for and submitting a lead. It should be easy and quick to find the answers to any questions the end user might have.
The most important consideration, with everything else in place – does your site convert? In order to get actual results on your website, you need clear call-to-action buttons (CTAs) with the ability to collect information about the unit that your website visitor is interested in. A visitor may be willing and ready to submit a lead, but if you haven’t given them an easy way to do it there’s a good chance you’ll lose that opportunity for a sale.
Having a website for your trailer dealership is not enough – you need to know that your site is truly successful in gaining customer attention, bringing them through the sales cycle, and helping them complete that first step toward a purchase. If your site isn’t doing those things, then what’s the point?