In designing a dealership website, it’s all about product, location and cost, consultants say. Customers usually aren’t browsing dealer sites because they love looking at vehicles or clever graphic designs.

Customers can become frustrated if data is not easily discernible or exactly what they want. Some sites also suffer from too much clutter.

Experts, such as Patrick Kelley of Ghostnet, recommend dealer websites include:

  • Ease of use. Navigation, toolbars, data, etc., should be easily understood. Keep required clicks to a minimum.
  • Quality content. No mistakes, professional content and verbiage; avoid exclusionary language or photos; consider multicultural and diverse audiences.
  • Quality photos. High resolution, full color and easily downloadable.
  • Location. Most important elements are brought to forefront: service, sales, contact phone numbers, used cars , address and location (maps helpful).
  • Quick load speeds. There’s no patience where Internet customers are concerned.