How to make a car dealership website: Step-by-step guide


Having a website is essential for any business nowadays, and car dealerships are no exception. A website is like a virtual dealership that is open 24/7, where customers can explore your inventory, make inquiries, schedule test drives, and even purchase vehicles online. In fact, according to a study by Cox Automotive, 88% of car buyers use the internet for research before making a purchase, which highlights the importance of having a strong online presence.

However, creating a website for your car dealership is not as simple as setting up a blog or an e-commerce store. It requires careful planning, design, and development to ensure that your website is not only aesthetically pleasing but also functional, user-friendly, and optimized for search engines. Moreover, your website should reflect your brand and values, showcase your inventory, and provide relevant information to your potential customers.

In this blog post, we will discuss the steps you need to take to make a car dealership website that stands out from the competition and attracts more leads. We will cover everything from choosing a domain name to designing your website layout, selecting the right inventory management system, integrating online payment gateways, and optimizing your website for SEO. Whether you are a seasoned car dealer or just starting, this guide will help you get started on the right foot.

Step 1: Define Your Goals and Target Audience

The first step in creating a successful car dealership website is to define your goals and target audience. What do you want to achieve with your website? Do you want to increase sales, generate leads, improve your online reputation, or simply provide information to your customers? Knowing your goals will help you determine the features, design, and content you need to include on your website.

Equally important is understanding your target audience. Who are your potential customers? What are they looking for in a car dealership? What are their pain points and needs? By doing market research and analyzing your competition, you can identify the demographic, psychographic, and behavioral characteristics of your target audience and tailor your website accordingly. This will help you create a more personalized and engaging user experience, which will ultimately drive more conversions.

Step 2: Choose a Domain Name and Web Host

Once you have defined your goals and target audience, the next step is to choose a domain name and web host for your website. Your domain name is your website’s address on the internet, and it should be easy to remember, spell, and relevant to your brand. Ideally, your domain name should include your brand name, keywords related to your business, and avoid using hyphens or numbers.

When choosing a web host, you want to consider factors such as uptime, speed, security, customer support, and scalability. A good web host should ensure that your website loads quickly, is secure from hackers and malware, and can handle high traffic and data volume. Moreover, your web host should provide reliable customer support and offer plans that fit your budget and needs.

Step 3: Design Your Website Layout and Navigation

The next step is to design your website layout and navigation. Your website’s layout should be intuitive, visually appealing, and optimized for user engagement and conversion. You want to create a website that is easy to navigate, showcases your inventory and services, and provides clear calls-to-action that encourage visitors to take action.

Moreover, your website should be responsive, meaning that it should adapt to different screen sizes and devices. With more and more people accessing the internet via mobile devices, having a mobile-friendly website is crucial for your SEO and user experience. You can use web design tools and templates to create a professional-looking website without coding skills, or hire a web designer to create a custom design that reflects your brand identity.

Step 4: Select an Inventory Management System

One of the most critical aspects of a car dealership website is the inventory management system. Your inventory management system should enable you to manage your vehicle listings, update prices, availability, and features, and provide visitors with accurate and up-to-date information about your inventory. Moreover, your inventory management system should integrate with your website’s design and navigation, so that visitors can easily search and filter your inventory by make, model, year, mileage, and other criteria.

There are various inventory management systems available on the market, ranging from free open-source platforms to premium enterprise solutions. When selecting an inventory management system, you want to consider factors such as cost, ease of use, scalability, and integration with other platforms such as your CRM or DMS. Note that some inventory management systems may require technical expertise to set up and maintain, while others may offer user-friendly dashboards and support services.

Step 5: Integrate Online Payment Gateways and Forms

If you want to enable customers to purchase vehicles online, you need to integrate online payment gateways and forms into your website. Online payment gateways allow customers to securely process payments using their credit cards, e-wallets, or other payment methods. Moreover, online payment gateways can provide features such as fraud detection, recurring payments, and refunds, which can streamline your finance and accounting workflows.

Similarly, online forms allow customers to apply for financing, schedule test drives, or make inquiries about your inventory. Your website’s forms should be easy to fill, mobile-friendly, and optimized for conversion and lead generation. Additionally, your website’s forms should integrate with your CRM or DMS, so that you can track and follow up on your leads effectively.

Step 6: Optimize Your Website for SEO

Finally, you want to optimize your car dealership website for search engines. SEO, or search engine optimization, is the practice of optimizing your website’s content, structure, and keywords to rank higher in search engine results pages (SERPs). By ranking higher in SERPs, you can attract more organic traffic, increase brand awareness, and generate more leads and sales.

SEO encompasses various techniques, including keyword research, meta tags, title tags, header tags, internal linking, external linking, and content optimization. By using keywords related to your business and location, you can optimize your website’s content and structure to match the query intent of your potential customers. Moreover, by creating high-quality, informative, and engaging content such as blog posts, videos, and infographics, you can attract and retain visitors and build your thought leadership in the industry.

In conclusion, making a car dealership website can be a challenging but rewarding process. By following the steps outlined above, you can create a website that reflects your brand identity, engages your target audience, showcases your inventory, and drives more leads and sales. Whether you are a large dealership or a small independent dealer, having a website can help you reach more customers, improve your online reputation, and stay ahead of the competition.

1. Determine Your Website’s Purpose and Goals

If you’re planning to make a car dealership website, you need to start by identifying its purpose and goals. You’ll need to think about what you’re hoping to achieve with the site and who your target audience will be.

1.1 Identify your ideal customers

Before you can determine your website’s purpose, you must identify your ideal customers. This means building buyer personas that represent your target audience. You’ll need to consider factors such as age, income, location, and personal preferences. Once you know who your ideal customers are, you can tailor your website’s content to suit their needs and preferences. You might also consider segmenting your customers based on factors such as the vehicles they’re interested in buying or the types of services they require.

1.2 Determine what your website should achieve

After identifying your ideal customers, the next step is determining what your website should achieve. This may include specific goals such as increasing website traffic, generating leads, or boosting sales. You’ll need to determine how your site can best support these goals. For example, you might choose to feature certain cars prominently on your homepage, or you might create landing pages targeting customers who need financing assistance. Your website should have a clear call-to-action so that customers know what steps to take next. You’ll also need to consider metrics for measuring success, such as click-through rates, lead conversion rates, or sales figures.

2. Choose a Website Platform

After defining the goals and priorities of your car dealership website, the next step is to choose a website platform that fits your requirements and budget. With so many options available, selecting the right platform can be overwhelming. Here are a few factors you should consider:

2.1 Decide whether to build from scratch or use a website builder

You can either build your car dealership website from scratch or use a website builder that provides pre-designed templates and functionalities to customize your website. Building from scratch offers complete control and flexibility but requires technical knowledge, time, and resources. On the other hand, a website builder simplifies the process and allows you to create a website without coding expertise in a short time. If you want a budget-friendly solution with less technical hassle, a website builder is the way to go.

2.2 Research and compare website platforms

Before choosing a website platform, it is essential to research and compare different options. Look for a platform that offers features and functionalities that align with your business goals, such as customizable templates, inventory management tools, CRM integration, SEO optimization, social media integration, analytics, and reporting. Also, check the platform’s reputation, user reviews, pricing plans, and customer support. Consider the scalability and flexibility of the platform, as you may want to add new features or expand your business in the future. Popular website platforms for car dealerships include WordPress, Wix, Squarespace, Shopify, and Weebly.

Website Platform Pros Cons
WordPress Flexible, open-source, customizable, SEO-friendly, vast community and plugins Requires technical knowledge, updates, security issues, hosting, and maintenance costs
Wix User-friendly, drag-and-drop interface, affordable plans, mobile-optimized, e-commerce integration Less customizable, limited SEO, branding restrictions, limited third-party integrations
Squarespace Stylish templates, intuitive design, mobile-optimized, reliable hosting, 24/7 support, SEO-friendly Less customizable, limited features, restricted e-commerce, expensive pricing
Shopify Powerful e-commerce tools, seamless transactions, mobile-responsive templates, secure hosting, 24/7 support Expensive pricing, limited customization, transaction fees, high learning curve
Weebly Simple and user-friendly, drag-and-drop interface, affordable pricing, SEO-friendly, mobile-responsive Less customizable, limited third-party integrations, branding restrictions, transaction fees

3. Design a User-Friendly Experience

When designing a car dealership website, it is important to create a user-friendly experience for potential customers. The site should be easy to navigate, informative, and visually appealing. Here are some tips to help you achieve this:

3.1 Create a clean and organized layout

The layout of your website should be clean and well-organized. Use a clear and legible font and make sure the text is easy to read. Divide the content into sections that are easy to navigate and use headings to highlight important information. It is also important to use high-quality images of your cars and show them at different angles. Make sure the website has a consistent color scheme and design throughout. This can help create a professional and trustworthy image.

Here is an example of how you can organize your website:

Home About Us Inventory Services Contact Us
Slide Show of Featured Cars History, mission statement, staff List of cars with Model, make, year, mileage, price, features, and pictures Financing, schedule service, test drive, trade-ins Address, phone number, email, hours of operation, social media

3.2 Optimize pages for mobile devices

More and more people are using their mobile devices to browse the internet, so it is important to make sure your website is optimized for mobile devices. This means that the website should be responsive and adjust to different screen sizes. It should also load quickly and have easy-to-click buttons. Mobile optimization can improve the user experience and increase the likelihood of a potential customer staying on your site and making a purchase.

Here are some tips to optimize your website for mobile devices:

  • Use a responsive design that adjusts to different screen sizes
  • Use a mobile-friendly font size and color scheme
  • Make sure your website loads quickly by minimizing image sizes and using caching and compression techniques
  • Make sure buttons and links are easy to click, with enough space between them
  • Consider using mobile-specific features such as click-to-call buttons and location services

4. Develop Relevant and Engaging Content

Creating engaging content is key to keeping visitors on your website and increasing the chances of them making a purchase. Your content should be relevant to your target audience and highlight the benefits of your dealership. Here are some tips for developing relevant and engaging content:

4.1 Write compelling copy for each page

Your website’s copy should be well-written, informative, and easy to understand. Each page should have a clear purpose, whether it’s to promote a specific car model or service, or to provide information about your dealership’s history and mission. Use strong headlines and subheadings to draw visitors in and make it easy for them to find the information they need.

Here are some key points to keep in mind when writing copy for your dealership website:

  • Use clear, concise language that is easy to understand.
  • Highlight the unique features and benefits of your dealership and the cars you sell.
  • Include calls to action to encourage visitors to take the next step.
  • Proofread your copy carefully to ensure that it is error-free and professional.

4.2 Incorporate high-quality visuals and media

In addition to well-written copy, high-quality visuals and media can help to make your website more engaging and memorable for visitors. Here are some tips for incorporating visuals and media into your dealership website:

  • Use high-quality images and videos to showcase your cars and services.
  • Include interactive features like image sliders, 360-degree views of cars, or virtual test drives.
  • Optimize your visuals and media for fast load times to ensure a smooth user experience.
  • Consider using infographics or diagrams to help explain complex information.

By developing relevant and engaging content, you can help to keep visitors on your website and increase the chances of them becoming customers. Make sure that your content is well-written, informative, and visually appealing to get the best results.

5. Integrate Useful Tools and Features

One of the most important aspects of a car dealership website is making sure it has useful tools and features that potential customers will find helpful. By offering a range of useful tools and features, you can attract more visitors to your site, keep them engaged and interested, and ultimately increase your chances of converting them into paying customers.

5.1 Include a vehicle inventory and searchable database

One of the most essential features for any car dealership website is a vehicle inventory system that allows visitors to browse your selection of cars and trucks, search for specific makes and models, and filter their results based on a variety of criteria. You should aim to make your inventory system as user-friendly and intuitive as possible, with options for sorting and filtering the results, as well as high-quality photos and detailed descriptions of each vehicle. This will help potential customers get a better sense of what you have to offer, and make it easier for them to find the cars they’re interested in.

  • Include a searchable database of vehicles
  • Allow visitors to browse by make, model, price, and other criteria
  • Provide detailed descriptions and high-quality photos for each vehicle

5.2 Implement forms for lead generation and contact requests

In addition to your vehicle inventory, you should also consider implementing forms on your website to help generate leads and capture more contact requests from potential customers. These can include forms for scheduling test drives, requesting more information about a specific vehicle, or even just signing up for your newsletter. It’s important to keep your forms simple and easy to use, with clear instructions and minimal required fields. You should also make sure that your website is easy to navigate and well-organized, with clear calls-to-action that encourage visitors to take the next step.

  • Implement forms for lead generation and contact requests
  • Include options for scheduling test drives and requesting more information
  • Make sure your forms are simple and easy to use
  • Provide clear calls-to-action throughout your website

6. Establish a Marketing Strategy

Once you have created your car dealership website, it’s important to establish a strong marketing strategy in order to attract potential customers and drive sales. Here are some key elements to consider when developing your marketing plan:

6.1 Utilize SEO to improve search rankings

Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs). By improving your website’s SEO, you can increase your visibility to potential customers who are searching for the vehicles or services you offer. Here are some key SEO tactics to consider:

  • Research and incorporate relevant keywords into your website’s content
  • Create high-quality, informative content that provides value to your audience
  • Ensure your website is mobile-friendly and fast-loading
  • Build backlinks from reputable websites to increase your website’s authority

By implementing these SEO strategies, you can improve your website’s search engine rankings and attract more potential customers.

6.2 Leverage social media and email marketing to reach potential customers

Social media and email marketing can be highly effective tools for reaching potential customers and driving sales. Here are some key tactics to consider:

  • Create social media profiles for your dealership and regularly post updates, photos, and videos of your inventory
  • Engage with your followers and respond quickly to comments and messages
  • Use targeted social media advertising to reach potential customers based on their demographics, interests, and behaviors
  • Build an email list and send regular newsletters, promotions, and updates to your subscribers

By utilizing these social media and email marketing strategies, you can increase your reach and engagement with potential customers and drive more sales for your dealership.


1. What should I include on my car dealership website?

There are several essential elements that you should include on a car dealership website to make it effective. Firstly, you must have a clear and concise homepage that showcases your inventory. It should be easy to navigate and provide an efficient search function that helps potential customers find the car they are looking for quickly. Customer reviews, ratings, and testimonials can also be very beneficial in offering social proof to help build trust and credibility with your audience. Payment options and financing information should be readily available to make it easy for customers to understand how they can purchase their desired vehicle. Contact information, location, business hours, and any sales promotions should be displayed prominently on your website. Finally, you should optimize your website for mobile devices as a majority of people use their mobile phones to browse the internet.

2. How can I make my car dealership website visually appealing?

To make your car dealership website visually appealing, you should use high-quality images, videos, and graphics. Use a color scheme that represents your brand and creates a relaxing and welcoming atmosphere. Incorporate a user-friendly navigation scheme that helps visitors easily find information they need. Use whitespace to break up the text and make it easier to read. Use images, videos, and testimonials from satisfied customers as social proof to appeal to visitors, and encourage them to stay on your website longer. Lastly, ensure that your website is optimized for all devices, including mobile phones, tablets, and desktop computers.

3. How can I attract visitors to my car dealership website?

There are several ways to attract visitors to your car dealership website and turn them into paying customers. Firstly, use search engine optimization (SEO) strategies such as using relevant keywords and phrases on your website, and creating content that provides value to potential customers. You can achieve this through blog posts, how-to guides, and informative articles. In addition, you can utilize social media channels to drive traffic to your website by creating visually appealing graphics and posts that are shareable. Utilize email marketing campaigns to attract new customers or re-engage existing ones with offers and promotions. Finally, you can use paid advertising such as Google Ads to promote your website and increase visibility.

4. How can I make my car dealership website user-friendly?

To make your car dealership website user-friendly, ensure that your homepage and navigation scheme are clear, concise, and easy to use. The website should load quickly, regardless of device your customer is using. The search function should work effectively and swiftly to help customers find what they’re looking for. Ensure that there are no broken links or errors on your website to avoid frustrating your visitors. Incorporate trust-building elements such as customer reviews and security badges to make visitors feel secure and confident when navigating through the website. Lastly, optimize the website for all devices, including smartphones, tablets, and desktop computers, to facilitate ease of use, regardless of the device used to view it.

5. How can I stand out from other car dealership websites?

To stand out from other car dealership websites, you should create a unique selling proposition (USP) that differentiates your dealership from the rest. Identify a niche market to specialize in, such as electric cars or premium luxury vehicles, to appeal to consumers who seek expertise in a particular area. You can also offer competitive pricing, larger inventory, excellent shopping experience, or superior after-sales service and warranties, to make your dealership more appealing over your competitors. Use high-quality photography and video content to showcase your cars that can have a significant impact in helping you stand out from the competition. Finally, invest in digital marketing strategies like search engine optimization (SEO), social media, and email marketing to increase your visibility and target niche audiences.