Auto Finance Lead Generation Website Must-Haves

By Canada Drives Newsroom | Dealer Services

Websites nowadays are packed with features that make browsing easy and interesting for online audiences and potential customers.

It goes without saying that the interface of your website should look as professional as you can make it, and it should also load fast and be easy to navigate. However, there is a fine line between keeping your website engaging and having it be completely overwhelming (or underwhelming). Narrowing the choices of your website’s features to ensure that your including the most important information on your website is crucial if you want to generate leads and maximize profits.

Here are some things you need to include in your auto finance website:

1. Homepage

This should be an attractive page that gives potential customers a brief overview of the programs.

2. Landing Page

The landing page, also known as an application page, should include the form fields you need to collect immediately. Things that you can collect when you call the customer should be left off this form, because asking for too much information at the starting point might turn the customer off. The landing page should remain uncluttered and include security symbols (see 6).

3. Contact Page

If your website doesn’t have a page with your company’s contact information, what’s the point of being online? It’s crucial that you keep your phone and e-mail online so that customers can reach you if they have any additional questions or require information that they might not see online. Not having a phone number will lower your conversion rate, so make sure to include it on multiple pages – most won’t call, but they’ll feel better knowing that they can before they apply. Another thing that you should add to your website is the address of your dealership – customers will be rightly suspicious if you don’t have a physical address.

4. “Frequently Asked Questions”

Keep track of what the most asked questions you get from customers (ex. “what’s your interest rate?”, “will you take a trade-in?”, etc.) and include thoughtful answers to publish on your website. The more questions you answer the more comfortable the customer will be using your service.

5. Testimonials / Review Page:

Every great website has written testimonials from previous customers who’ve provided their feedback on the program or product. On your website, be sure to interview customers who had a positive experience with your dealership. This way, potential customers will be able to read about your service from other individuals who were in their position. If possible, include photos, videos and any other evidence to show that you’re not just making up fake news.

6. Security

One of the most important features of your website should be security. Secure your website with SSL (https) to protect the transmission of the form data. Implementing a security system will also show customers that you care about their privacy, which will improve the conversion rate of lead generation.

A lot of people get wrapped up in the website building process and include elements that don’t add value. If you only have a five-page auto finance website with the most important features included like the ones listed above, you’re off to a great start. Lead generation doesn’t have to be rocket science, you just need to put yourself in the place of your customer to understand what they need to feel comfortable applying with your company.

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