Car dealer and garage website: the checklist

What should a car dealer or garage website include?

• A homepage with two clear entry points: 'Buy a car' and 'Workshop'.
• Your current used car stock, with good photos and all the details.
• A page per workshop service: MOT, servicing, tyres, air conditioning, repairs, bodywork.
• A way to book an appointment online.
• Information on part-exchange, finance and warranty, if you offer them.
• Opening hours for the showroom and workshop, if they differ.
• Reviews, your team and a photo of the outside of your premises, so people recognise you.
• Address, directions and a phone number that calls with one tap on a phone.

Presenting your used cars well

People looking for a used car compare a lot. They often see your car first on a big car marketplace and then click through to your own site. There they want to see more, and above all gain confidence.

• Plenty of photos per car: all round, interior, dashboard with mileage and any damage.
• All the details: year, mileage, fuel, transmission, options and service history.
• What is included in the price, such as a service, a new MOT or a warranty.
• A button to book a test drive or ask a question about that specific car.
• The option to register a part-exchange car, with registration number and mileage.

You don't want to keep track of your stock twice. Many dealers use stock software that automatically pushes cars to marketplaces. Often that same software can also fill your own website through an integration. An integration is a fixed connection between two systems. Sold cars then disappear from your site automatically. Read how that works in our article on having an API integration built.

Do watch the speed. Pages with twenty large photos per car quickly become slow. Have photos resized automatically and only loaded when the visitor scrolls to them.

If you offer part-exchange, give it its own short route. A form with registration number, mileage, a few photos and the car's condition is enough for a first indication. That way a buyer comes to your showroom with a clear picture, and you know in advance what is coming in. It saves both of you time and avoids disappointment at the counter.

Letting customers book the MOT and servicing online

For the workshop, phoning is often still the norm. But many customers would rather book their MOT or service on the sofa in the evening than call during the working day. An online booking module helps.

• Let the customer enter their registration number, so make and model are known.
• Let them choose from services: MOT, minor service, major service, tyre change, air conditioning.
• Only show times when you really have space.
• Ask whether the customer will wait, needs a courtesy car, or will drop the car off and collect it later.
• Send a confirmation and a reminder the day before.

A reminder for the next MOT, a year later, often brings customers back. That can happen automatically, with the customer's permission. Read more in our article on automatic reminders.

Workshop prices: clear is better

Many people find the garage a bit daunting. They don't know what things cost and are afraid of surprises. Clarity on your website can take that away.

• Give a fixed price for an MOT inspection, if you have one.
• Give starting prices for a minor and major service, possibly per type of car.
• State your hourly rate.
• Explain that you always call first before doing extra work.
• Say whether you use original or equivalent parts.

That last promise, calling before doing extra work, is a reason for many customers to choose you. So make it clearly visible. For bigger repairs, also show how you work: first a diagnosis, then a quote, and only once the customer agrees do you start. That way everyone knows where they stand in advance.

Making your garage easy to find locally

For the workshop, people search close to home or work. They type 'garage', 'MOT' or 'car dealer' plus their town. Google then often shows a map first. A strong Google Business Profile is therefore the foundation.

• Fill in your profile completely, with the right category, services and opening hours.
• Add photos of your workshop, your team and your showroom.
• Ask customers for a review after a service or purchase.
• Create a separate page on your site per service, so you are also found for 'air con regas' or 'tyre change'.
• Keep your name, address and phone number exactly the same everywhere.

Read more about local visibility in our article on local SEO.

Mistakes on garage and car dealer websites

• Sold cars that stay on the site for weeks.
• Used cars with two photos and no mileage.
• No price indication at all for the workshop.
• Appointments can only be made by phone during working hours.
• Opening hours that are wrong, especially around public holidays.
• A site that is small and unreadable on a phone.

Having your car dealer website built by Violexa

At Violexa a custom website starts from €1,799 excl. VAT (€2,177 incl. VAT) per project. That includes design, build, a design that works on every screen, basic SEO, Google Analytics, a CMS and training. An integration with your stock software or an online booking module for the workshop comes with a fixed price upfront, in writing. We work from Amsterdam for businesses all over the Netherlands.

Want to know what your garage or dealership needs? Request a free quickscan. In 30 minutes, online or on location, we look at your situation together. Afterwards you get short written advice with a price indication, with no obligation.

Frequently asked questions