Best Practices

Words do count – COPY that!

Many cookie cutter dealership website vendors don’t allow for additional wording on your Homepage and sub-pages other then the usual default generic text they supply. And if they do, most dealers never take advantage of having the power to change or add text. Below is an example of a generic writing that I copied from a another dealerships websites credit application page.

“For information on your personal financing options, please fill out the information requested below, and then click on the “Submit” button.”

BORING!! There’s nothing persuasive about this. Not to mention, the dealership website that I just copied this from used a size 8 font; too small for most people to even read.

Here is what I would suggest:

“We here at ABC Motors offer the Best financing options available for our customers. Our team of in house financial consultants work EXTRA hard, hand in hand with the largest and most competitive banks to be sure you receive the truly competitive rate. So before you visit your local bank LET US WORK FOR YOU!

Take a few seconds and fill our Secure Online Credit Application. We’ll have you an answer in less then 1 hour! -during business hours of course.

Come ‘on…does this really makes a difference you ask? Of course it does! It can and does effect your websites overall conversion.

Another area that copy makes a HUGE difference is in your vehicles description page. This can be a tough and overwhelming task for larger dealers but if you have the ability to do so…take the time to write a descriptive paragraph about the vehicle you have for sale.


We are confident that you’re going to love this Honda S2000 Convertible. You’ll be taking the long way home to experience its razor sharp cornering, high revving VTEC engine producing 200HP, world class gear box with F1 inspired racing cockpit and one of the shortest gear ratios on the market. Excellent power to weight ratio, excellent acceleration, excellent chassis stiffness and balance, excellent suspension, everything about this car is EXCELLENT!!

Showcased in the Beautiful Grand Prix White on Black Leather. This S2000 comes equipped with the standard features along with the optional 8 Disc CD Changer, XM Satellite Radio and Security System. This 1 owner, Garage Kept and Dealer Maintained S2000 has a clean CarFax to back it up!

Confidence is your end RESULT when you purchase from ABC Motors. Don’t let this one slip by! Give us a call at 1-800-ABC-1234.

It’s a great idea to have every page on your dealership website with wording that is personal and enticing. Be creative and distinguish your dealership website from all the other run of the mill dealership websites.

Founder of DealerRefresh - 20+ Years of dealership Sales, Management, Training, Marketing and Leadership.
stop it... you're making me drool!
I've been eyeballin' the S2000's on the street, I never knew it had all that fun stuff goin' on! You can tell that ad was wrote from the heart. It's tougher on us guys at Chevrolet Dealerships, It's tough to get all lathered up over a low mile, pristine Aveo! Wait! It's got electric windows! oooooo! ;-)