Having a website is not enough anymore. The Internet used to be an upgrade of the yellow pages: a place where you can find a company, its address and its contact information.

Today it’s a lot more than that.

Today, your website is a reflection of who you are as a boat dealer, your ethics and your way of doing business. It plays an important role in whether someone will visit your physical store or not.

Here is why having a great website makes all the difference.

Your website is the window of your dealership

People are used to beautiful, fast and reliable websites. That’s what they see all over the Internet. The best websites also belong to the biggest companies so in consumers’ minds, the better your website is, the more professional and trustworthy you are.

Imagine what boat buyers will think of you if your website looks like this:

example of a bad boat dealership website

They’ll think you’re not serious and unprofessional.

They’ll mistake you for a scam and go to your competitor.

A bad website is not only a waste of money. It’s a disaster for your brand.

People will judge your boats by their pictures

The images on your website are also very important. While it may be okay to upload pictures taken with your smartphone on your Facebook page, it’s not when it comes to your website.

Humans rely mostly on their vision to collect information. Your pictures are what they will notice first and remember best. If they’re not professional, people will think you’re not either.

The pictures of your boats are even more crucial. The goal of your website is to make people think “The boats that this place sells are amazing, I’m buying mine here!”

That’s not going to happen if the pictures of your boats are not attractive. These pictures should be your “WOW” factor, the thing that grabs people’s attention and makes them want to see more.

beautiful boat picture

Think of it as the way you present your boats in your physical store. You wouldn’t let them dirty or show their flaws first. It’s the same for your pictures.

But there’s even worse than having bad pictures on your website: not having pictures of your boats at all. If that’s your case, here is what’s happening with all your website’s visitors : they arrive on your website, look at the page they’re on, search for the boats section, don’t find it, lose interest, leave and go to a boat dealer’s website that has pictures of their boats. 2 minutes later, they have completely forgotten you.

Speed is key

Studies have shown that people have very little patience on the Internet. Everything is so fast that if a website takes more than 3 seconds to load, 40% of people will exit it immediately.

If the site is ugly, scammy or doesn’t contain the information they’re looking for, visitors leave in a matter of seconds.

A good way to assess your website’s quality is to visit it yourself. If you don’t even like to spend time on it, who will?

Invest in your website and make it a place people will want to come back to. Just like you’d do with your physical store.

Ready to take your website to the next level? Download our free boat selling cheat sheet.

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