How A Redesigned Website Gets More Leads

How A Redesigned Website Gets More Leads

by Scott Parrott

How many leads does your site generate. If you are reading this and being honest with yourself, you don’t generate many at all. Let me tell you what we did.

It’s not that our old website was bad. We had contact forms, landing pages, a quasi-relevant blog, and not custom design but not out of the box either. We received one or two leads/week from our contact form and decent readership of our blog but I always had the suspicion that the site wasn’t reaching its full potential. We averaged 1,300 hits/month and generated only 5 leads? What were we doing wrong? Does this sound familiar? We pulled the trigger and hired a local guy to redesign the site and run our online marketing. Here is what he did:

My Banner

Targeted Landing Pages

Our Pay Per Click campaign has 6 unique ad groups each of which has two identical ads. Each ad points to a different landing page. Each landing page is designed with slightly different layout, text, call to action, etc., based on the keyword the customer searched. The individual landing pages have different contact forms. Once a customers information is captured in the landing page form, they are redirected to our inventory (the purpose of their visit). All of this to say, we are never ceasingly testing and optimizing our landing page designs to increase information capture.

Information Capture

We relied on a contact form on a “Contact” page to generate leads. To be fair there was a financing application that could be filled out if we were lucky enough for someone tonavigatea few pages from a vehicle page. In my opinion, contact forms are rarely if ever used unless the user is almost forced to enter their information. So we present a “name” and “number” form on every landing page in such a way that it seems the user might not be able to see our inventory if they don’t enter their info.

How A Redesigned Website Gets More Leads

Engaging Content

Our new dealership site incorporates a video background that “walks” users through our unique buying process. The video is about one minute long and since the redesign our Average Session Duration jumped from 2:17 to 2:47. Our vehicle inventory detail pages now offer a “video walkthrough” of each vehicle. Since this addition, our bounce rate fell from 44% to 41%. Our blog remains relatively unchanged except a shift in philosophy. We used to write about topics with keywords thathad low competition andhigh search numbers. Now we write what we know.

Daily Updated Inventory

With a new CMS in place, our used car inventory is updated in almost real-time. Now caching takes it to 24 hours, but we don’t foresee needing anything quicker. The constant updating has also given us a bump in organic search results because as you know Google loves fresh content.

Multiple Calls-To-Action

The onlycall-to-action on our old site was sort of a suggestion, “Feel free to contact us about a vehicle.” We had no CTA whatsoever. We have clearly designated #sections on our homepage and each has a well articulated CTA. If you hit a landing page from any of our online ads, rest assured you will be called to act.

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On the video section our call to action is “See how buying with us is different.” The following section is an about us section and leads users to view our inventory. Financing is next with a CTA for a 2-minute credit app. The final section is called Can’t Find What You Want and prompts the customer to “Find Me A Car”.

Responsive Design With Mobile Ads

Google has more than hinted that responsive design is the best practice for presenting your website to multiple devices. Our PPC ads for mobile are allocated in a separate campaign and now shoot directly to landing pages that look great on phones.

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Scott Parrott is the owner of Legacy Automotive in Northport, AL.