Maximizing Website ROI: 4 Critical Questions for Dealers

Recently, I watched Sara Hey from Bob Clements share invaluable insights in her video, “4 Critical Questions to Ask Before Investing Another Dollar in Your Website.” As always, Sara’s advice was spot-on, particularly around contract negotiations with service or software providers.  This discussion got me thinking: what additional benefits could dealers recognizing integrating a modern cloud-based DMS like Flyntlok with a robust website.

Her top recommendation? Ensure that dealers own their data. Her second point was equally critical: avoid long-term contracts with high termination fees. Many DMS providers push for three- to five-year contracts—terms even the federal government would balk at. If the government won’t commit to more than a year contract with a software provider, why should dealers?

As inventory levels grow and floor plan interest rates eat into profitability, dealers must optimize their online presence to generate leads and move inventory faster.  We are seeing more dealers improving DMS and Website Integration to deliver new benefits to their business.   To dive deeper, I spoke with two industry experts: Joseph Howell, owner of Crosby Lawn & Power and an IT veteran, and Jason Henderson, CEO of True Radius Marketing. Here’s what I learned.

Building a Better Customer Experience: Insights from Crosby Lawn & Power

Joseph Howell has been pioneering creative ways to improve customer interaction and streamline operations. Here are three initiatives he’s implementing:

1. Customer Self-Service Portals:
   Joe is developing a portal on his website to let customers schedule repairs through Flyntlok. After a recent hurricane, Joe faced an overwhelming 400+ chainsaws and generators needing repairs—all with limited storage space. By integrating his DMS and website enables automating service requests to specific days, he’s aligning appointments with availability and confirming them directly with customers.
2. Search Engine Optimization (SEO) & Targeted Content:
   Joe is also focusing on creating content to boost search rankings on Google and Facebook. By running ads targeting keywords like “engine repair,” “zero-turn mower sales,” or “Brand A Dealer,” he’s reaching customers actively searching for his services.
3. Loyalty Programs:
   Lastly, Joe is integrating logic into his website to prioritize repairs for customers who purchased equipment from his dealership. This ensures loyal customers receive top-tier service while strengthening their relationship with the brand.

Winning at Paid Ads: Tips from True Radius Marketing

To gain a broader perspective, I spoke with Jason Henderson, CEO of True Radius Marketing. Jason’s firm specializes in helping dealers optimize their websites and paid ad campaigns for higher conversion rates. He shared three critical steps dealers must follow to maximize their investment:

1. Highlight Manufacturer Promotions:
   Jason emphasized the importance of showcasing manufacturer promotions on dealership websites.

   “If a customer sees a promotion like 0% financing or a rebate while browsing, they’ll gravitate toward the dealer that highlights it prominently alongside inventory pricing and availability,” Jason explained. Dealers that fail to do so risk losing out—even if they offer the same promotion.

2. Keep Inventory Updated and User-Friendly:
   A common mistake dealers make is failing to push updated inventory to their website—or presenting it poorly.

   “Some dealers clutter their pages with every model in inventory, making it visually unappealing and hard to follow,” Jason noted. A clean, intuitive interface reflects tech-savvy professionalism, which matters to today’s consumers.

3. Streamline Lead Capture and Conversion:
   Jason also stressed the importance of integrating lead capture with modern CRMs and DMS systems like Flyntlok.

   “Many dealers juggle leads from Google, OEM emails, and website chats, only to spend hours manually compiling them into Excel or outdated systems,” he said. By consolidating all leads into a cloud-based CRM that’s integrated with their DMS, dealers can respond promptly and efficiently—maximizing ROI on their paid ad investments.

Final Thoughts

Sara Hey’s advice to focus on data ownership and fair contracts is vital, but as these conversations show, web based sales matter and having a modern cloud-based DMS like Flyntlok keeping inventory updated accurately on your dealer website is key.  Dealers like Joseph Howell at Crosby Lawn & Power and firms like True Radius Marketing highlight how a strategic, customer-focused online presence can drive sales, improve lead generation, and enhance customer loyalty.

Whether through SEO, user-friendly inventory updates, or modern CRM systems, the message is clear: the future of dealership success starts with a smarter, more dynamic website.