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Car dealer website design that books more test drives
We design and build custom websites that turn more dealership visitors into leads, then help them rank for the searches that sell cars and service.
26+
partner sites on the shared system we built for Quality Collision Group
47 to 50
terms in Google's top three at Brandywine Coach Works, a collision repair client, through a migration where every URL changed
+71%
organic visits a month at Kent Collision Center, a collision repair client
What is car dealer website design?
Car dealer website design is the work of building a dealership site that turns visitors into leads: inventory and model pages people can scan, a clear way to book a test drive or a service visit, and a page for every rooftop.
Dealer sites are hard to get right. Many rooftops run on the same template, inventory pages make shoppers dig for what they came to see, and forms ask for more than people want to give, so visitors leave before they reach a salesperson.
Why do dealership websites lose leads?
Dealership websites lose leads because every rooftop sits on the same template, inventory pages make shoppers dig for what they came to see, and forms get in the way when people want to book a test drive or a service visit. Visitors give up and go somewhere else.
Every rooftop on the same template.
Stores look and read alike, so none of them feels like the local dealer a shopper is looking for.
Inventory pages that make shoppers dig.
People have to scroll, filter and click to see the vehicle and the price they came for, and many leave first.
Forms in the way of booking.
Asking for too much before a test drive or service visit can be booked means people give up halfway through.
Car dealer website design and SEO services
Dealers usually buy website work and SEO separately. We plan them together, so the pages built to convert are also the pages built to rank.
Inventory and model pages built to convert
Pages for vehicles and models that show what shoppers came for first, with a clear next step to ask, reserve or book.
Location pages for every rooftop
A page for each store with its own details, staff and reviews, built from one template so the group stays consistent and every store stays distinct.
Booking for test drives and service
Short forms and clear paths for the two things people want to book, a test drive and a service visit, with tracking so you can see which pages produce them.
Local SEO for each rooftop
Search work for every store: its own location pages, Google Business Profile details and local content, so each rooftop is found for its own area.
Car dealership lead generation
Landing pages and paid search aimed at the vehicles and services people want now, sent to pages built to turn a visit into a lead.
What does our multi-location work look like?
We built one shared website system for Quality Collision Group's 26+ collision repair brands, moved many of them onto it and handed it off for QCG to continue. It is the same problem a dealer group has: many locations, one standard. Each result below is labeled with the industry it came from.
Kent Collision Center (collision repair)
organic visits a month, from 535 to 914
+98%
visits per ranking keyword, from 2.9 to 5.8
-40% to +38%
year-over-year organic traffic, April vs August
9.6% to 14.7%
of page views reaching the booking page
No paid search ran on this brand.
Brandywine Coach Works (collision repair)
estimate requests per visit, from 0.30 to 0.75
6.0% to 8.8%
phone contact actions per visit
47 to 50
terms in Google's top three, through a migration where every URL changed
About 5%
more organic calls, reported by QCG from its call tracking
What came after
Our work gave Quality Collision Group the results and a repeatable framework to win a bigger marketing budget, which they used to bring the program in-house on the foundation we built. The rollout is still going, on the same standards.
“I recommend working with the NUUX Design Studio team for website development. They’re very insightful and help streamline projects, so I never have to worry about not knowing where things stand in the process.”
Already on a dealer platform?
You can still improve a platform-built site. On Dealer.com, DealerOn and similar platforms we work on what the platform allows: page content, titles and descriptions, location and service pages, and the paths that lead to a lead form. We cannot change the platform template, its locked sections or anything the manufacturer website program requires. If your store has the freedom to switch, a custom build removes those limits.
Independent dealer or dealer group: what changes?
The fundamentals are the same. What changes with a group is keeping every rooftop distinct for local search while the whole group looks and works like one company.
Independent dealer
- Brand One site, one voice
- Local search One city to win
- Reporting Store-level numbers
- Migration One set of URLs
- Rollout One launch
Dealer group
- Brand One shared system across rooftops, with each store's own details
- Local search Every rooftop found for its own area
- Reporting Leads, calls and appointments broken out by rooftop
- Migration Every rooftop's URLs mapped before anything moves
- Rollout A repeatable framework, rooftop by rooftop
How does a car dealer website project work?
Research.
We go through your current site, search data and analytics, and map the path people take from first visit to the result you want.
Wireframe and design.
Mid-fidelity wireframes first, so you approve the structure before we move to high fidelity design.
Build and launch.
We build and test the pages, with tracking live on launch day so results can be measured from the start.
Improve every month.
We watch what people do on the site, fix what slows them down, and adjust search and ad spend toward what works.
Car dealer website FAQ
What should a car dealer website include?
A car dealer website should include inventory and model pages that put the vehicle and the next step first, a way to book a test drive or a service visit, a page for every rooftop, and forms that ask for only what a salesperson needs. Tracking that shows which pages produce leads completes it.
Can a franchised dealer have a custom website, or do we have to use our OEM's provider?
It depends on your manufacturer's program. Many franchised dealers run on platforms the manufacturer requires or recommends, so check what your agreement says before planning a rebuild. Independent dealers and dealer groups usually have the freedom to go custom, and franchised stores can still improve the site they have.
How do I choose between dealer website providers?
Compare what you can change, who owns the content and what the provider reports on. Ask whether you can edit page content and structure, whether you keep your pages if you leave, and whether reporting shows leads by store. Platform sites launch faster, while custom builds give you more control.
How should a dealer group structure its site across multiple rooftops?
Give every rooftop its own pages with content that is specific to it, rather than copying the same text across stores. Each store needs its own location page, staff, reviews and service details, all built on one shared structure so the group still looks and works as one company.
How does SEO work for car dealerships, and how long does it take?
Dealership SEO makes your store show up when people search for vehicles and service near you, using location pages, model and inventory content and Google Business Profile details. Plan on months rather than weeks, since timing depends on where your site starts and how competitive your market is. We set tracking up first.
Does my collision center or service department need its own pages?
Yes, if you want it found for its own searches. People looking for collision repair or service search differently from people looking for a car, so each department needs pages that answer its own questions. We have built this for collision repair brands at scale and can set up yours the same way.