How do I create effective landing pages for car models?
Creating model-specific landing pages that convert is essential for turning website visitors into leads and customers. A well-optimized landing page can highlight key features, pricing, and offers for a specific vehicle, making it easier for shoppers to take the next step. But how do you create effective landing pages for car models that engage potential buyers and drive conversions? From compelling visuals to clear calls to action, crafting the right page can make all the difference in a dealership’s digital strategy. Keep reading with DealerFire to learn more.
What does it mean to convert website traffic?
First, let’s define what we mean by convert. Converting online traffic means turning website visitors into potential customers by encouraging them to take a specific action. For a dealership, this could mean a customer calling to ask about a vehicle, filling out a lead form, scheduling a test drive, or even visiting the showroom in person. Other measurable actions include clicking on a finance application, using a trade-in valuation tool, or signing up for price alerts. Each of these interactions moves the customer further down the buying journey and brings them one step closer to purchasing a vehicle.
What is a model-specific landing page?
A model-specific landing page is a dedicated web page that focuses on a particular car rather than an entire brand or lineup. Instead of showcasing all available models, it highlights the key features, pricing, and offers for a single model, making it easier for shoppers to find the information they need. These pages can be as specific as a certain trim level and model year—like the 2025 Ford Explorer Platinum—but they don’t have to be. Even a general page for the Toyota Camry can be effective if it provides relevant details that guide potential buyers toward the next step in their purchasing journey.
Not to be confused with a vehicle details page (VDP), a model-specific landing page is about the car model itself, not about one vehicle in the dealership’s inventory.
What are the key elements of a vehicle landing page?
An effective model-specific landing page includes several key elements: a strong header or title, subheaders or subtitles, high-quality visuals, engaging content, and clear calls-to-action (CTAs). Each of these components plays a role in capturing attention, providing key information, and guiding visitors toward the next step. Let’s take a look at each one.
Page titles and subtitles
Titles and subtitles create a strong page structure that makes it easy for both search engines and customers to navigate the content. The main title (H1) should clearly state the vehicle’s make and model, ensuring that search engines recognize the page’s focus. Subheaders (H2, H3, etc.) break up the content into digestible sections, helping shoppers quickly locate key details like performance specs, technology features, or current offers. Proper heading hierarchy not only improves SEO by signaling relevance to website crawlers but also enhances the user experience by making the page scannable and easy to read.
How do they help conversions?
A user-friendly page reduces bounce rate and keeps readers on the page, which in turn gives them more time to view call-to-action forms and buttons.
Visuals on a landing page
Visuals play a crucial role in making a model-specific landing page engaging and persuasive. High-quality images and videos give shoppers a closer look at the vehicle, helping them visualize themselves behind the wheel. Professional photos showcasing the car’s exterior, interior, and key features can build excitement, while videos, such as virtual walkarounds or test drives, provide an even more immersive experience. Strong visuals not only grab attention but also build trust, making it more likely that visitors will take the next step—whether that’s scheduling a test drive, requesting more information, or starting the buying process online.
Converting traffic with engaging content
Visuals play a crucial role in making a model-specific landing page engaging and persuasive. High-quality images and videos give shoppers a closer look at the vehicle, helping them visualize themselves behind the wheel. Professional photos showcasing the car’s exterior, interior, and key features can build excitement, while videos, such as virtual walkarounds or test drives, provide an even more immersive experience. Strong visuals not only grab attention but also build trust, making it more likely that visitors will take the next step—whether that’s scheduling a test drive, requesting more information, or starting the buying process online.
Effective calls-to-action for dealerships
Calls-to-action (CTAs) are the final push that guides website visitors toward taking a specific, measurable action. These can be buttons or links that encourage users to schedule a test drive, get pre-approved for financing, check current offers, or contact the dealership. Strong CTAs use clear, action-oriented language like “Shop New Inventory” or “Claim This Offer” to create urgency and direct customers toward the next step. Without effective CTAs, even a well-designed landing page may struggle to convert visitors into leads. Placing CTAs strategically throughout the page ensures that potential buyers have multiple opportunities to engage and move further down the purchasing funnel.
Landing pages: one element of a bigger picture of website health
We’ve also covered strategies for improving overall site conversion rates, offering a broader approach to turning website traffic into leads. While model-specific landing pages are a key piece of the puzzle, dealerships can also optimize their entire site with faster load times, intuitive navigation, mobile-friendly design, and personalized content. Implementing these best practices across the website ensures a seamless user experience that encourages engagement at every touchpoint. For more insights on boosting conversions beyond landing pages, check out DealerFire’s expert advice on dealership website optimization.
