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There are plenty of dealers out there who feel that their current website is not performing up to standards. This is often enhanced by poor customer service, errors, down time, and a "grass is greener" attitude whenever a dealer sees one of their competitors changing to a new platform. We all want what's new. We all want the latest and greatest.

It's possible that a website doesn't necessarily need to be replaced, just improved. This concept is less popular today because of the incredible array of website options available to dealers, but that doesn't mean that fixing or improving a website isn't the right approach. In this article on DrivingSales, we see these perspectives and a third one expounded upon.

The first important point is that almost all dealer websites are either underutilized or incapable of being utilized at a high level. Here on DrivingSales the readership is more aware of this than the general dealership body, but even the people reading this article now have a good chance of falling into this category.

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How to Pay for Good Website Traffic

There are dozens of ways that dealers can pay for traffic to visit their websites, but only a few ways to get good traffic that can actually convert or come in and buy a car. Knowing the difference between the two is one of the keys to success in an increasingly competitive automotive market.

The obvious way to do it is through search PPC, but that's something that everyone's doing. Some of the things that very few are doing include LotLinx and social PPC, both of which are covered to some extent in this article on Driving Sales by JD Rucker:

We've been very careful with how we approach inventory marketing on dealer websites. On one hand, we know that a dealer's inventory is the primary lead and sales driver for dealers. On the other hand, the concept of driving everyone directly to inventory is a flawed one. Sometimes, it's better to put people on an appropriate landing page rather than push them directly to the cars.

Read more on Driving Sales.

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