What should I include on my website landing page form?

auto dealership marketing

Are you currently working on the lead acquisition strategy for your auto dealership?  There are several things to consider.  For instance, what are your most enticing offers?  What calls to action will you post?  How many landing pages will you need?  How many leads do you aim to attain in the first month?  When it comes to lead acquisition, it’s essential to pay close attention to the details, since they could mean the difference between the addition of many new leads for your shop or none at all. 

How about your landing page form?  Have you considered what you might need to include?  At Stratosphere Studio, we’ve extensively studied auto dealership marketing and have learned what techniques work most effectively.  To help you have a successful lead acquisition campaign, here are the major elements that we recommend you include on your landing page form:

auto dealership marketing

·         Full name.  Naturally, you will want to request the name of the person filling out the form, so be sure to make this element required.  It’s important that you get both the first and last name of the person, since both could be valuable in personalized lead nurturing campaigns.  This will also help you to identify whether your new lead converts into a customer (if you only have the person’s first name to go by, then tracking them could be a challenge).

·         Contact information.  Depending on your auto dealership lead nurturing plans and database needs, you could request the phone number, address, and email address of the person filling out the form.  Make at least the email address a required entry and indicate on your form or landing page that you will not give the lead’s email address to other businesses.  You want to make it quick and painless to fill out your form. 

·         Appointment details.  If your call to action revolves around setting up an appointment, be sure to request the person’s preferred appointment date and time.  If possible, provide a drop-down menu with only applicable dates and times for them to choose from. 

·         Car information.  Depending on your call to action, you might need the car make and model of the person filling out the form. 

auto dealership marketing

·         Questions or comments.  While this need not be a required entry (unless your call to action is only for inviting comments), it could be useful information for your car dealership and for understanding this particular lead.  Plus, if you invite questions or feedback, this opens up the opportunity for one-on-one customer engagement.  If you take the time to respond thoughtfully and thoroughly, you will most likely convert your lead into a happy customer.

Need help with your lead acquisition strategies?  Call Stratosphere Studio.
Auto dealership marketing is our specialty and we have over 15 years of experience marketing and selling in the automotive industry.  Our clients include some of the top auto body shops, auto dealerships, and auto repair shops across the country.  Stratosphere’s founder, Tom, once owned his own shop before turning his attention to helping other shops to grow their businesses.  We’ve even been featured in Fender Bender for our knowledge of auto dealership marketing.  If you need an agency to help your shop to succeed, give us a call today!