Generating leads starts with a powerful website

By Bob McCann

Buying starts on the Web. Several studies show that the majority of customers research their parts, wholegoods or service purchases online before ever setting foot in a dealership. Your website is no longer a mere online representation of your business. It is often the first business location that potential buyers visit in search of further information about your products, parts or service.

Online lead generation is now a critical part of the short- and long-term growth of your business. A powerful website is an ongoing source of potential leads and sales. In the blink of an eye, visitors will click or skip. Make them stick around and ask for more with the following best practices.

Opt for intuitive design

Prospects should never be more than one click away from the information they’re looking for. That’s what website solutions providers call intuitive design. It means that the architecture is designed to quickly and intuitively point visitors to the desired content, generating more leads and sales, faster. For example, the main sections of your website — parts lookup, inventory search, service menus, service tips, etc. — should be accessible from any page. The faster visitors can get to what they want, the better chance you have to keep them engaged.

When it comes to intuitive design, dealers should leave this function to a website solutions provider with a proven track record in developing sales-driving websites that meet the unique needs of the outdoor power equipment industry. Based in central Texas, Mustang Equipment aims to provide online visitors with immediate access to up-to-date information. “We’re not in the website business; we’re in the equipment business,” says Mustang Marketing Manager Craig Hatfield. “We rely on the expertise and experience of our solutions provider to make sure that our website is easy to navigate, so our visitors get to the information they want as soon as possible.”

Multiple methods are used on Charlie’s Hardware’s homepage to find two keys sales drivers: inventory and parts.Captivate your audience

The most critical aspects of your website are the parts and inventory sections. They have the potential to generate more leads and sales than any other areas, so consider your website as your online parts counter and showroom. Make sure that the parts are easy to find and that the inventory section features informative, eye-catching content.

Your online parts lookup area is a very important profit driver. It should be prominently featured in the top frame of your website, also known as the banner, which makes it appear on every page. Use a clear call to action, such as “Need Parts? Use our Free Parts Lookup Here,” to entice visitors to take action.

Inventory listings should be updated at all times, featuring videos and multiple, high-quality, appealing pictures; complete and well-written descriptions; as well as options and pricing. Make prospects get a feel for the product as if they were experiencing it firsthand.

“Our website solution comes with a custom inventory feature that makes it very quick and easy for me to update our listings because all products’ descriptions, specifications, images and brochures are already automatically uploaded,” explains Jeff Kyhos, owner of Charlie’s Hardware, Mosinee, Wis. “In a few clicks, I can post a product just as easily as I can take it down when it’s sold. Keeping our inventory up-to-date is essential to fostering customer engagement and driving online sales.”

Buchalla’s blog keeps visitors engaged with product reviews, how-to posts on looking up OPE parts, lawn fertilizer tips, and more.Be the local authority on all things OPE

Educate and inform visitors, positioning your dealership as a true OPE resource rather than “just another business that wants their money.”

Feature Q&As, maintenance tips and any other educational information that helps the customer.
Pack the calendar of events with both sales and fun events.
Update the news section with your dealership’s latest accomplishments, new and pre-owned products, industry awards, not-for-profit initiatives and more — ideally with pictures and videos to foster your connection with the customer.

Many dealerships often have bulletin boards and counter tops full of events and activities, but none of these are displayed on their website. Why shouldn’t they, when millions of prospects are doing their shopping homework online every day?

Every visitor is a potential sale or lead, and every lead is a potential sale. Successful dealers — small and large — simplify their online sales and lead generation efforts and grow their business continuously by using a solid website solution with integrated eCommerce, which is easy to use, customizable and cost-effective. The right solution increases qualified traffic, keeps visitors engaged, accelerates the buying cycle, and facilitates ongoing website updates.

Wooing prospects with a powerful website and managing leads effectively throughout the buying process will position you as the dealer of choice when the time is right. Take a hard look at your website and ask yourself if it makes you want to click or skip.

 Bob McCann, a 20-year sales education veteran, is the author of the nationally recognized e-business sales method known as TIPS (Traffic, Interactive Website, Process, Sales). As director of education at ARI, McCann has developed proven e-business sales processes to support the company’s growing list of dealer and manufacturer clients in the marine, RV, powersports and outdoor power equipment industries. McCann can be reached at (757) 217-3534 or mccann@arinet.com.