There are several keys to designing your dealer Web site. Keep it simple. Ensure that consumers can easily locate the information that they need without having to dig for it. If they can't navigate around your site, Internet consumers are just a click away from another dealer's Web site. Never before have dealers had the opportunity for two-way interactive targeted advertising.
Traditional media is a one-way street.
Dealers disseminate information to a mass audience, and their message might be heard or seen by the one consumer who is in need of it. Internet Web sites are a two-way channel. The majority of surfers who land on your site and spend any time there are interested in your products and your dealership. They are seeking you out, pulling the information to them, which is a reversal of the traditional pushing of information at the consumer. Cyber-consumers have higher expectations and are quicker to move on to another dealer if those expectations are not met.