Dealer Microsites: Why car dealerships should invest in service microsites

Jun 01, 2011 by Sheila Hull

What’s the first thing that comes to mind when you hear the term car dealership?  It could be salesmen, used cars, or even something a little more… colorful. Either way, I doubt many people immediately think of affordable, high quality service centers.

However, today many dealerships are taking renewed pride in their service centers and prices as a way to promote customer loyalty.  The key component to this initiative is informative, user friendly Service Microsites.

What’s a Service Microsite?

A Service Microsite is a one-page website that highlights the service center of a specific car dealer, or multiple centers under a larger dealership group.  Service Microsites allow dealers to compete with independent service centers using Pay-Per-Click advertising. 

Service Mircosite in Action (Click to Zoom)

To beat independents, dealers must first advertise in the markets where the independents are located. When searching service terms on a search engine, usually most, if not all, of the PPC ads are independent repair shops. 

Since the prevailing consumer belief is that independent repair shops offer lower prices, it is very important for dealers to run service-oriented PPC campaigns that lead potential customers to well organized Service Microsites. 

Why Not Just Send Users to Your Website’s Service Page?

In short, service microsites offer a much cleaner user experience. L2T’s Service Microsites include a dealer vs. independent checklist, coupons, links to online scheduling options along with directions to their location.  There are typically three or four coupons that include offers such as discounted oil services, brake services, parts and labor savings, or a complimentary check engine light scan. 

Another great offer is a Price Match Guarantee. This coupon states that the dealer will match any written estimate from an independent repair shop.

The ease of things such as online scheduling and free on site loaner cars makes dealerships an ideal place to have an automobile serviced.  The key is to make sure the consumer knows about it.

There are mistakes you can make with microsites, but Strategic PPC ads directing potential customers to an informative Service Microsite will help consumer awareness and dispel the stereotype that independent service centers are less expensive.