Time to Update your Web Site - Checklist for a Quick, Do-It-Yourself Spring Facelift
By Bob McCann, Director of Client Education

As boat shows are winding down, now is the time to freshen up your Web site before the selling season hits you hard with a grueling schedule. As we've stated time and time again, your Web site serves as a virtual location which is often more critical to your success than your brick and mortar presence because in this day and age, people visit your Web site more than they do your dealership.

Engage. Convince. Sell. A Channel Blade Web site enables updating with minimal effort on your end and maximum impact on potential buyers. Below is a checklist that you should print and use as a reference tool for a quick, DIY spring facelift.

[ ] News Section - Make sure that all available articles and press releases are included, starting with the most recent. Are you having trouble filling in this section? Start by using relevant news items from your OEMs' sites. Also, go the extra mile and engage customers and employees to submit articles about their personal experiences with boating in your local area. This way, you kill two birds with one stone, generating "meat" for your news section and making both customers and employees feel like they're part of the boating experience your dealership delivers. With Channel Blade's award-winning Web site solution, eXceleratePro^TM, you can easily freshen up news by accessing the Chartroom News Section of your admin area. Add a new story, select a layout, upload pictures and save. Once you've entered the story, remember to arrange the order in which the article displays by clicking on the "Order" link.

[ ] Events Calendar - What do you see when you click on your Web site calendar? Are there events and activities scheduled for the entire season? Remember, they don't have to be your events: go ahead and support your local boating community by promoting any boating event. If you took the time to feature posters promoting local events on the front window of your dealership or your bulletin board, or stack flyers on the sales counter, then take another minute or two to add them to your calendar of events. In eXceleratePro's admin area, go under "Dealership Information," click on "Calendar Admin" and then on "Add Events" to include date(s), description and upload a photo. Remember that a picture is worth a thousand words!

[ ] Specials - Do you have current specials displayed in your parts and service department? If so, they should also appear on your Web site. Often when visiting dealerships, we see specials promoted all over the store and showroom, but not a word of it is on the Web site. Every button on your Web site should have content. Pull your digital camera out, take a picture of the product on sale and draft a compelling description. Not a writer? Visit the OEM site for a product profile or if it's an old model, Google it and chances are you'll find articles about that boat. You can also write it up the way you would verbally describe it to a potential buyer.

Another important item. Have you considered packaging service menus? They have proven to work well for specials content on Web sites. If you're an eXceleratePro user, access the "Specials and Promotions Admin" (SPA) area and simply follow the prompts to add a description of the special, select the inventory, as well as, add pictures and icons to make the offer raise hands.

[ ] Inventory - Have you checked your online inventory lately? Your new and used inventory is your online showroom and deserves careful attention and ongoing maintenance - just like your in-store showroom. Make sure that it is a true reflection of what is available at your dealership or is shortly incoming. If you are behind on updating your used inventory, make a list of the units to be added, gather the best product descriptions available and get ready to take several high-quality pictures. Next month, we'll focus our column on the importance of adding multiple quality pictures to your listings. Compelling listings will increase lead volume, and ultimately sales. Channel Blade has recently updated the "Inventory Control Panel" (ICP) to further streamline adding and updating inventory. Updating new inventory is as simple as selecting what units you have in stock. Channel Blade takes care of the rest by populating the features, specifications and pictures. Simply point and click on all the features and options then add descriptions for your used inventory. Remember that "more is better" when striving to generate high-quality leads.

Last but not least, is your Web site design several years old? Does it need a fresh look, new homepage images and colors? Many dealers re-launch their Web site every 18 to 24 months to maintain consumer excitement, engagement and drive sales.

Time for a facelift or a makeover? Call us today at (866) 233-8300 and find out how Channel Blade can make your site engage prospects and convince them to visit your showroom, increasing traffic and sales to support your growth - easily and profitably.