For most dealerships today, online lead capture is a huge priority. Getting hard-won and, frankly, expensive site visitors to fill out a form with their contact information is a crucial way to reach more customers and start the buying conversation with them.

The problem is that lead capture today doesn’t get most of your site visitors to convert. In most cases, 95% or more of people leave without becoming leads. And once they leave, you have to spend retargeting dollars to get them back, making that traffic even more expensive.

Why aren’t your visitors converting? Sometimes, the actual conversion forms are the problem. Popups that are visually overwhelming, that ask for too much information, or that won’t take no for an answer can all frustrate customers and send them running. Effective capture tools are crucial.

But it’s not always the method of lead capture. In many cases, your site visitors simply do not want to convert. These are the shoppers doing research, the ones looking for information– not your special on trucks (yet). They are often millennials, used to doing a huge amount of research online, or they are mobile users, browsing on their daily commute and likely to close your site the minute they step off the bus.

These shoppers are not looking for the fastest way into your showroom. They are looking for a resource that will help them through the buying process. So, to reach these customers, and eventually convert them, your dealership needs to offer them the experience they want.

How? With rich content on your site that engages shoppers of all kinds and encourages them to continue turning to your dealership for answers.

By prioritizing valuable on-site content on your site, your dealership will:

• Engage early stage leads. These are shoppers at the beginning of the buying cycle. They are not ready to buy, and not yet ready to convert, but they will be. There’s a good chance they will buy from you if you provide them with the resources and information they need now.
• Increase page engagement. With better content, you’ll increase the average time on site and lift your VDP views.
• Demonstrate value customers care about. Your dealership shows transparency, flexibility, availability by allowing customers to get the answers they need from your site whenever they want it.
• Eventually, get more internet leads. Content is actually just a hands-off way to guide your shoppers through the buying process. It helps people move at their own pace while building loyalty to your brand– and this will pay off in more leads.

“With rich content on your site that engages shoppers of all kinds and encourages them to continue turning to your dealership for answers.”

Strong content makes your website the ultimate digital dealership. It allows people to turn to your dealership online for anything they need– and encourages them to choose you when they are ready to buy.

What kind of content will get you these results? Here are some suggestions:

• High-res photos. Upload photos of your inventory and keep them up to date. Photograph your cars from every angle, and make sure your shadow doesn’t ruin the picture. Use 360 photos to give the full impression. Give your shoppers the sense that they really know what you have in stock.
• Videos. Videos are some of the most successful content in today’s digital world, with 57% of shoppers saying online videos helped them find new brands and 49% deciding to visit a dealership after watching a video. You definitely want to use them whenever possible. Here are some ideas:
  • How-to videos. How to choose the best car for you. How to change a tire. How to finance your first vehicle. How to prep your car for winter. These topics interest people who want to buy a car, or who already own one. How-tos are actually a great way to stay in contact with previous buyers, and connect with people who won’t be in the market for years. If someone learns how to change a tire from a video on your site, you’ve provided them with value they will likely remember when they are ready to trade in their lease in two years. They might even tell their friends about it now, which will drive even more traffic to your site.
  • Videos that appeal to the emotions. Videos are a great way to connect to your customers’ goals, aspirations, and values. For example, a video that portrays one of your vehicles as the car for adventures– or for family, or for hard work– will appeal to a person who wants those things, making them feel more connected to your brand.
  • Testimonials (check out this one from Ford). Testimonials in any form are a great asset to your site. Putting them in a video will give you a clear edge. When people can actually hear from your happy customers, it is a compelling reason to move forward with you.
• Comparisons. Compare different models in your stock. Compare your own models to similar ones of your competitors. Do this in video form, or infographic, or chart. Show people you understand the questions they have as they research their next purchase.
• Tips and guides to car shopping. You can write blog posts or newsletter features or landing pages to help people with their buying process. Some examples: Features to look for in 2017. Updated safety standards to ask your dealership about. Checklists for choosing the model that’s best for you. These all show people that you understand their challenges and are there to help.
• Information on features. Go into detail about the safety, efficiency, and appearance of your vehicles. Note any upgrades or distinguishing features. Make it easy for customers to understand what each model offers them.

Investing in great content on your site is an important part of your dealership’s digital overall engagement strategy. Rich, varied content combined with effective lead forms will make your site a valuable resource for customers– and utilizing smart targeting technology to show the right content and offers to the right customers at the right time creates an outstanding online shopping experience that will ultimately get you more leads.

Want to learn more about how technology can help you create a comprehensive lead engagement and capture strategy? Email us for our new whitepaper!