Online queries mean dealers can qualify people and bring them closer to the point of conversation before they make contact. James & Jenkins Garages in south Wales, which has Vauxhall, Renault and Suzuki franchises, has experienced a dramatic improvement in results since work began on its internet presence 15 months ago.
Whereas previously a Google search found only seven references, often buried far from the initial results, it now features constantly within the first three pages of results and has 1,300 references in total.
James & Jenkins Garages uses SEO Site Builder Automotive, a website content management system created by Cardiff-based internet solutions developer IT3.com. It lets dealerships control their website pages and ensure they are easily found by potential customers who use internet search engines to look for their next car.
It is supported by SEO Automanage, a stock management package that allows dealerships to upload vehicle stock details to their website in seconds. Brian Edwards, former general sales manager of James & Jenkins Garages and now IT3.com sales manager, says: “After using this product as a customer for 15 months and experiencing its amazing results, my decision to leave the motor trade was made that much easier.”
“In today’s marketplace, if your website can’t be found you can’t compete. This is especially true of the motor industry where there is a growing trend for purchasers to go online to research before buying.”
Academy Internet, which advises companies on their sites’ effectiveness, says some dealers underestimate the importance of internet marketing. “It results in a much stronger return on investment than traditional advertising,” says Daniel Rowles, head of internet marketing.