The dealer’s website playbook

Between economic uncertainty, rising interest rates and record-high prices, today’s car shoppers are more cautious and price-sensitive than ever. With over 62 online touchpoints in their journey¹, buyers are spending more time researching, comparing, and prequalifying before they ever engage with a dealership.

Yet many dealership websites treat every visitor the same, serving up generic offers, static inventory pages, and confusing calls-to-action.

Your website should function like a member of your sales team: guiding shoppers toward a purchase at every stage of their journey. That means delivering the right experience whether they’re just exploring, actively comparing, or ready to buy.

This playbook will walk you through mapping your website experience to the three core shopper stages so you can welcome, engage, and convert more effectively.

Understanding the 3 shopper stages

Every visitor lands on your site in a different buying stage. Your website should meet them where they are, with information that’s relevant to their needs, budget, and lifestyle.

The Three Stages

Some dealers still take a “set it and forget it” approach to their website, offering the same experience to everyone. But shoppers are actively comparing, visiting ^~6 dealership or automotive sites on their path to purchase. To stand out and move them forward, your site needs to adapt its content, tools, and messaging to each stage of their journey.

Stage 1: Welcoming early-stage shoppers

61% of car shoppers start their journey on a marketplace like Cars.com³. At this stage, most are undecided with 73% still exploring available options⁴. This is your first real chance to make a meaningful impression through the quality of your inventory and the strength of your brand.

When a shopper visits your website, it’s because something caught their attention — a vehicle, a price, a photo, or your reputation. Now they’re looking for more detail and reassurance that you’re worth engaging with. Your website’s job is to reinforce that interest and guide them toward the next step.

Show your upfront value – right from the start

Even early in the journey, shoppers are forming opinions about your dealership. Earn their trust by making the information they care about easy to see. No digging, no guessing.

These details set the tone, showing shoppers they can trust your team and your inventory before they’re ready to make contact.

Be the guide, not the gate

Blog posts, model landing pages, and OEM specific content position your dealership as a go-to resource, not just a place to buy. Dealers who help shoppers understand their options early are more likely to win the sale later.

Let them explore – without pressure

Make your website feel like a research hub, not a sales floor. Whether or not they buy from you today, your goal is to provide tools and content that make their visit feel worthwhile. If shoppers feel informed and in control, they’re far more likely to return — and ready to buy.

Stage 2: Engage mid-stage shoppers

Mid-stage shoppers are narrowing down their options — comparing vehicles, dealerships, and offers. With 83% of buyers planning to trade in their current vehicle,⁵ this is the moment to lean in with helpful tools that move them forward. Side-by-side comparisons, real trade-in values (not vague estimates), and clear next steps can make the difference between keeping their attention or losing them to another site.

Stand out beyond the specs

At this stage, shoppers aren’t just comparing vehicles, they’re comparing dealership experiences. What sets you apart is how easy you make it to get clear, honest answers. 

Go beyond inventory and vehicle details by clearly showcasing your “Why Buy” messaging, like:

Make sure these differentiators are visible on key pages like your SRPs and VDPs so shoppers see your unique value alongside the vehicles they’re considering.

Make your tools “sticky”

When shoppers check their trade-in value or start a chat, they’re signaling serious intent — and they expect an immediate answer, not a promise that someone will follow up later.

Proven tools like AccuTrade give shoppers a fully guaranteed offer on their vehicle in seconds. Our GenAI virtual assistant answers questions about your dealership and inventory in real time, then guides shoppers toward the next step.

When your tools deliver instant value, shoppers are more likely to stick around — exploring more, comparing options, and staying connected to your store.

Stage 3: Convert late-stage shoppers

Late-stage shoppers are ready to buy — but they still need one last nudge. They want to be confident that this is the right place, and now is the right time to commit.The time to buy is now

Seal the deal with personalization

Personalized messages like these can significantly increase conversion rates when they reflect each shopper’s unique journey on your website. Even small touches like referencing their vehicle of interest or location will make offers feel more relevant and compelling. 

When returning shoppers land on your homepage, saved searches, or campaign landing pages, personalized content is what pulls them back into Vehicle Results Pages (VRPs) and Vehicle Detail Pages (VDPs) — where high-intent actions happen.

Focus high-intent actions on key pages

Once shoppers are back on your VRPs and VDPs, your job is to remove friction and make the next step obvious. Too many competing CTAs can overwhelm buyers and cause them to hesitate.

In fact, when we tested removing all CTAs from a VRP and focused solely on letting the inventory speak for itself, conversions increased by 16%.⁶ The lesson: on high-intent pages, prioritize one or two clear actions — such as “Explore Payment Options” or “Get Prequalified” — that align with the purpose of the page.

What’s next: Chapter 2 – Welcome & Engage

Your website is often the first — and most important — impression you make on a shopper. Whether they’re just starting to explore or ready to buy today, it must deliver a seamless experience that builds trust, removes friction, and drives action.

In Chapter 2, we’ll take that foundation further, showing you how to:

• Maximize your homepage with clear, high-impact conversion paths
• Align CTAs to shopper intent and current inventory demands
• Layer in personalization and behavioral triggers to keep shoppers moving toward the sale