Awareness, consideration, decision: the three stages of your consumers’ buying process. Many websites focus on the decision stage, loading their website with exclusive offers and elite customer service to draw shoppers to their dealership. The consideration stage, the most important phase in the cycle, is often overlooked.
Consumers do a great deal of research before they reach the decision-making stage. During this time, they are looking for valuable information, not for a hard sell. They are not ready to consider your exclusive offers, but instead, need you to provide them with the knowledge they are seeking in order to progress to the next stage of the cycle. Therefore, dealers could benefit tremendously from adding content to their website for the consideration phase.
To embrace higher funnel consumers and increase your organic traffic, add comparison pages and video content designed to educate consumers on vehicles.
Comparison pages can serve as both a conquest strategy and an educational tool for your brand—this content will also help boost your search engine optimization (SEO) rankings. You should provide comparison pages for vehicle models within your dealership, as well as similar makes and models of other brands for an effective conquest strategy.
The first step is to find out what shoppers are searching for. To do so, open Google and type in a specific vehicle model at your dealership. Let’s say you are a Toyota dealership, and the Highlander is one of your best-sellers. Type “Toyota Highlander vs” into your Google search engine and view the list of results that comes up. This will tell you what information shoppers are searching for, with the most popular searches appearing first as shown below.
As you can see, the Honda Pilot is the first result followed by the Ford Explorer. To bring in Honda customers, create a comparison page for the Highlander and the Pilot. This page should compare features, safety information, and anything else that will help show off your product. The same can be done for the Explorer to bring in more Ford customers, and so on. This will optimize your SEO strategy and help you gain more customers.
Some shoppers may already be loyal to your brand, therefore, adding comparison pages and educational videos for different models within the dealership can provide valuable information and beneficial SEO content. In the image above, you can see that a vehicle comparison for the Highlander and the Rav4 is a popular search. To help consumers choose a specific vehicle within the dealership and guide them through the consideration stage, provide them with this information.
Adding informative content, such as vehicle comparison pages to your website improves your standings with Google, and with consumers! Even if they are no where near ready to make a purchase, they are more likely to keep your store in mind if you give them a positive experience during the consideration and research stage.
By educating consumers, you will establish trust between them and your brand. This will empower you to boost your SEO rankings, captivate shoppers early on, and improve relationships with potential customers. Give it a try and let us know what you think!