Using the right language in all your advertising efforts
will give buyers a positive first impression of your automotive dealership. You
don’t usually get a second chance to make a great first impression.
Advertising that comes off as pushy or cheesy is a big
turnoff to potential buyers. In this post, we’ll discuss some great copywriting
tips on how to write persuasive copy that won’t annoy potential customers.
Below are some things this post covers:
- Write better content for your dealership’s website and blog.
- Become a better copywriter and meet Google’s content guidelines to increase your online ranking in search engine results pages (SERP).
- Write more dynamic social media posts and hone your writing style for email marketing that converts.
- Write more streamlined emails for improved conversion rates.
Five Copywriting Tips for Your Website and Blog
When your website and blog content rank higher in SERP, you can reach more potential customers. Use the following five copywriting tips to expand your reach online:
1. Content Length is Important
The right content length is an integral factor in satisfying the
guidelines of the Google algorithm. Write content that is 1500-2000 words since
Google places a higher page quality rating on content-rich sites.
Longer content is not going to automatically catapult your
website and blog content to page one of SERP. However, content-rich sites tend
to provide more value to the reader and have a better chance of getting quality
backlinks. Both of which earn you higher page quality ratings with Google.
2. Focus on Keywords
To rank higher in search engines and reach more customers for your dealership, write content-rich in keywords. There are various keyword tools you can use, such as Keyword Tool and LSI Keywords. Using latent semantic indexing (LSI) gives search engines an overall idea of the main topic for your blog article or website content.
Place the keywords in the title, headers, meta description, and at least in the first paragraph. Make sure you don’t over-saturate the copy, or Google can penalize it with a lower page quality rating.
3. Add Value to the Reader
Focusing on the technical aspects of SEO is important, but
don’t forget about the simpler goal of adding value to the reader. Be creative.
Write content about vehicles, comparison pages, and other educational content
in your unique voice.
Use headers, subheaders, bullet points, numbered lists, and
shorter paragraphs for better user experience (UX). Creating a better reader
experience will keep them on the site longer. That decreases your bounce rate,
which is beneficial to your online ranking.
4. Write Mobile-Friendly Content
Approximately 43 percent of consumers shop online on their smartphones, and 18 percent on their tablets. Your website content and blog posts must be mobile-friendly to provide the best user experience. Providing mobile-friendly content is another factor in ensuring that your online content meets Google's content quality guidelines.
5. Write Localized Content
More consumers are completing “near me” searches than ever
before. If you are not taking advantage of creating localized content for your
dealership, you are losing potential customers.
Since “near me” searches use the geolocation of the searcher to bring up local car dealerships, it is important for your Google My Business listing to have accurate information. You can create a free business profile and provide current information about your dealership.
Copywriting Tips to Help Meet Google’s Content Guidelines
Google contracts global “raters” to rate the value of search results to see if they meet content quality guidelines as they pertain to the quality evaluators in the PDF guide.
Make sure your copywriting efforts are
meeting these guidelines:
Tone. Share technical details with your readers about the latest model
vehicles, but remember that the new trend in copywriting is to write in a
conversational tone. Improve conversion rate optimization (CRO) by providing
reader-friendly content with less jargon.
Rating. You can improve your page quality rating by writing content
that is error-free and educational. Make sure that it accurately resonates with
the purpose of your dealership’s site or wherever you’re posting your article.
Content. All copy must meet Google’s guidelines for Expertise,
Authoritativeness, and Trustworthiness (EAT). For example, Your Money or Your
Life (YMYL) pages that affect people’s lives - like sites giving advice or
selling something - must provide trustworthy content.
Quality. Make sure your copywriters are writing educational content
for your website and blog. They should include statistics and commentary from
experts in the automotive industry to improve your page quality rating.
Three Copywriting Tips to Improve Your Reach on Social Media
According to Wharton Business School, 38 percent of millennials turn to social media when they’re considering which car to purchase. If your dealership is not making a dynamic impact on social media, you’re missing out on a large group of potential car buyers. Consider the following copywriting tips to improve your reach on popular social media platforms like Facebook, Twitter, and Instagram:
1. Get Readers Interested in Your Dealership
Your potential customers are inundated with information all day long. They get hundreds of emails, social media posts, and notifications, and see online ads every day. The social media posts from your dealership can easily remain unseen by the people you want to convince to check out the latest model vehicle on your lot.
Host a contest or giveaway that has an increased chance of
getting retweeted on Twitter or liked on Facebook. Create an engaging tweet and
ask people to RT and post a photo of them with their current vehicle and
comment on why they deserve to win your giveaway. This can generate buzz and
get your tweet going viral.
2. Solve a Problem with Your Copywriting
Focus on one segment of your customer base. Write posts for
Facebook targeting millennials and the first-time car buyer. Target their “pain
points” such as not having good credit or having no credit and feeling like
they’re never going to be able to buy a vehicle.
Have your writers create a blog post showcasing how your
dealership works with buyers who don’t have good credit. Highlight the benefits
of your no credit/bad credit program. Write an engaging blurb about the article
and post it on your social media platforms. By solving a problem with your
copywriting, you are branding your dealership as a viable option for this
3. Follow the 80/20 Rule for Maximum Engagement
When you’re writing copy for social media, make sure you
follow the 80/20 Rule to increase the probability of engagement with followers
and potential customers for your dealership. Promote the dealership only 20
percent of the time. Write engaging social media content with the other 80
Selling to people all the time will not draw them to your
website or bring them to your dealership to purchase a vehicle. Write copy that
engages people and cultivates an interest in your brand.
Use the simple social media copywriting formula of writing
questions to engage your followers. For example, if you wrote a blog post about
the Top Ten Economic Cars, you can promote the link with a question.
- Smart Car Buying Tips: Have you been looking for a quality car that fits your budget?
- Check out this Top Ten List for Economic Cars.
Copywriting Tips for Email Marketing
The main factor in improving reader engagement in email
marketing is readability. Use these copywriting tips to ensure that emails from
your dealership don’t get deleted without being read by the recipients.
Impact readers with a writing style that quickly draws them
in so they follow your call to action (CTA). That’s the primary goal of sending
emails to leads and customers.
1. Make Content Readable
Your leads and customers are bombarded with a steady stream of information in their email inboxes each day. They don’t need to read a white paper describing specialized research on the mechanics of today’s top vehicles. They need a reason to open the email and read it to the end.
Dave Chaffey is the author of Total Email Marketing. He
created the CRABS
technique to improve content readability. Focus on the CRABS
Streamline the email content by writing short two-to-four sentence paragraphs. Don’t add filler content. Quickly get your message across to the reader without overselling or overpromising.
2. Personalized Emails Convert
Research completed by the
Direct Marketing Association showed that personalized
emails brought increased revenue for marketers involved in this study by up to
Make sure emails from your dealership stand out in the
inboxes of leads and customers. Modify your writing style for optimized reader
impact with a personalized subject line and in the email content.
3. Write in the Second Person
Speak directly to the reader by writing content in the
second person with “you, your, and yours” pronouns for a more personal effect.
Neil Patel is an SEO and copywriting entrepreneur who has
perfected the art of writing emails that fully engage readers and increase
conversion rates. One of the emails he
sent to his subscriber list used the word “you” 317 times.
You might think that’s an overuse of the word. However, your readers will relate to your content and feel valued. Make sure all your email templates - first touchpoint, sales follow-up, service reminders, trade-in offers, and happy birthday messages - focus on the customer. Personalized copywriting will enhance customer loyalty and increase their customer life-cycle with your dealership.
Start Using These Copywriting Tips Today
Get increased conversion rates by improving the way you write content for your website, blog, social media, emails, and online advertising. Let the J&L Marketing team help you integrate these copywriting tips into the marketing strategy for your dealership.