AM Online

Friendly and easy to use Priory site lacks content


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Priory Motor Group, which merged with Herbert Robinson last year, has designed a website that is easy to use and loads reasonably quickly. Clearly labelled icons lead visitors into the various sections.

A click on the dealership icon reveals a UK map that displays the location of the £209.8m turnover group's 27 outlets, including the franchise held.

Users can select a particular make and click on it to get basic details about the dealership such as the sales telephone/e-mail and name of the dealer principal.

This information is useful but leaves visitors begging for the type of facilities they expect to find online, such as a part-exchange service.

Visitors to the website can book an MoT or service by e-mail.

A preferred method of response is requested (either phone or e-mail), which is a convenient feature but represents the only interactive element of the site.

Other icons such as the new or used car sections are not linked to a stock locator and users are simply prompted to contact the dealer either by e-mail or phone.

This limits the value of the site – users cannot even conduct a search for a specific make and model and are therefore unable to obtain price information.

The website does not offer a special deals section or an example list of new and used stock to keep users interested in their search.

Another omission is a finance section.

This is a friendly and easy to use site but it is let down by a lack of content and information for knowledge-hungry car buyers. More features are needed to bring this basic site up to scratch.

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