Landing Page for Dealers: the right tool for the right goal

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Landing pages play a decisive role in digital marketing strategies. What types of pages are most suitable for automotive retail dealerships and how can they be used to more easily convert potential buyers into customers? Let’s find out together with some examples.

You’ve created an impactful social post or campaign with your showroom’s best offers, which are impossible to ignore and will increase visits to your website. Now it’s time to implement strategies and tactics that will push your visitor to take the next step and become a potential customer. A decisive challenge within the conversion funnel, often more delicate than the negotiation phase. The landing page represents a strategic element in this “journey”: it is decisive in pushing the user to make an appointment, leave a contact or request a test drive for the car or motorbike they want.

Every landing page requires smart, detailed and creative planning from all points of view: mobile-friendly interface, design, copy, style, form position and so on. In this post we look at the various types of pages that can be created with WebSparK, to guide you towards using the right tool for the right purpose.

WHAT A LANDING PAGE IS AND WHAT IT IS USED FOR

This is a web page specifically structured to be reached by a visitor after clicking on a banner, a button, a link, an advertisement, an email, a social post and so on. The aim is to generate a conversion, but also to give more space to the description of a product, service or company. This is why it must be constructed with the utmost care, keeping three key points in mind:

  • What objective do you want to achieve?
  • How will your potential customers reach this section?
  • What topic do you want to focus on?

Each landing page has a specific objective in the process of convincing the visitor. It is up to you to assess which type to choose, based on the objectives.

LANDING PAGE BUILDER

The Landing Page Builder, is the right tool if the aim is to focus on a new model that has just come onto the market or to launch a marketing campaign. It allows you to create a “special” page, which requires a high degree of customisation and which, in an easy and intuitive way, will allow you to modify the graphics and contents of your website.

Additionally, in order to implement the content of a landing page, it is necessary to understand what kind of keywords users might type in search engines to get answers to their questions. In particular, Google, within the Quality Rater guidelines, classifies the questions according to the search purpose in:  

  • informational, they respond to an informational purpose, to a need to find answers regarding a certain topic (e.g. “Convenient electric cars“);
  • commercial/transactional, the user intends to buy a product, but has not yet decided where (e.g. “Used SUV“);
  • navigational, where the user’s intention is to browse a specific site (e.g. “MotorK CRM“).

How to intercept all these research types? Thanks to the right mix of static and dynamic sections, WebSparK supports the dealer in content creation that satisfies the users’ purpose and that, in the eyes of Google, is ‘fit’ to meet people’s needs.

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