Build a High-Converting Car Dealership Landing Page in Minutes

published on 27 July 2023

As a car dealership owner, you know how critical an eye-catching yet professional website is to your business. You need a landing page that conveys your brand and inventory to capture the interest of customers browsing the latest models. However, building an effective website requires both technical skills and an artistic eye for design that you may lack the time or resources to develop internally.

If you're looking for a solution, check out our article on how to make a car repair website design without coding for tips and tricks on creating a stunning website for your business.

Why You Need a Dedicated Car Dealership Landing Page

As a car dealership, having an optimized landing page is crucial to converting visitors into leads and ultimately customers. A dedicated landing page allows you to focus your messaging on a specific vehicle, promotion, or call-to-action. If you're looking to build an irresistible used car dealership website design in minutes, our article provides valuable insights on this topic. Check out Build an Irresistible Used Car Dealership Website Design in Minutes. Here are a few reasons why you need a customized landing page for your dealership:

A tailored landing page improves the user experience. By designing a page around a specific offer or vehicle, you can provide the most relevant details, images, and content to your visitors. This focused experience will resonate more with potential customers than a generic homepage.

Increase lead generation. An optimized landing page makes it easy for visitors to find what they need and fill out a contact form. You can include eye-catching calls-to-action, streamlined contact forms, and minimal distractions to encourage visitors to submit their information.

Improve search engine optimization. A targeted landing page with a clear topic and message will rank higher in search results compared to a broad homepage. Use keywords in the page title, content, image alt text, and meta descriptions to improve visibility in search engines like Google.

Boost conversion rates. Everything on your landing page, from the copy to the design to the call-to-action, should drive visitors to convert. A/B test different elements to determine what resonates most with your audience. Even small changes can lead to significantly higher conversion rates.

In summary, a dedicated landing page is a must-have for any car dealership looking to enhance the customer experience, generate more leads, rank higher in search results, and maximize conversions. Investing the time to build a high-quality landing page will yield substantial benefits for your business.  

If you're in the healthcare industry, check out our article on the simplest way to build your healthcare landing page for tips on how to create a stunning landing page for your business.  

Elements of a High-Converting Car Dealership Landing Page

To convert visitors into customers, your car dealership landing page needs to be persuasive while instilling trust. Here are the key elements for an effective landing page:

Clear Headline and Hero Image

Your headline should capture the visitor's attention while conveying your key message or offer. A large, eye-catching hero image reinforces your brand and the vehicle models you sell.

Benefit-Focused Copy

In a few paragraphs, explain how your dealership can meet the needs of your visitors. Focus on key benefits like fair pricing, quality certified pre-owned vehicles, competitive financing terms, a large selection, and superior customer service. Share some examples and statistics to strengthen your claims.

Prominent Call-to-Action

A bold call-to-action, like “Find Your Next Vehicle” or “Get Pre-Approved Now,” invites the visitor to take the next step. Place the CTA prominently on the page, with a contrasting color for maximum visibility.

Social Proof

Build credibility by including testimonials, reviews, ratings, and awards on your landing page. Photos and names of happy customers are especially persuasive. Mention any brands you're an authorized dealer for as well.

Easy Navigation

Include clear navigation links to your inventory, specials, service department page, and about us page. The goal is to make it simple for visitors to find what they need and learn more about your dealership.

With these elements in place, you'll have an optimized landing page that turns casual visitors into engaged customers. Continually test and refine your page for the best results over time.

How to Choose Impactful Visuals for Car Dealer Website Design
How to Choose Impactful Visuals for Car Dealer Website Design

How to Choose Impactful Visuals for Car Dealer Website Design

When designing a high-converting car dealership landing page, impactful visuals are key. Carefully chosen images and a visually appealing layout can quickly capture visitors’ interest and convey your brand message.

Photos of Vehicle Inventory

Include eye-catching photos of vehicles currently in your inventory. Showcase your most popular makes, models, and styles. Photos should be high resolution, focused on the vehicle, and taken from multiple angles. A slideshow gallery is an effective way to feature many images in a small space.

Happy Customer Photos

Add photos of satisfied customers interacting with sales staff, posing with newly purchased vehicles, or giving a thumbs up. These types of social proof build trust in your dealership and the car buying experience you provide. Obtain customers’ permission before using their images on your website.

Team Photos

Introduce your sales professionals by including professional headshots along with their name, title, and a short bio. This allows visitors to become familiar with staff they may end up working with, establishing a personal connection.

Logos of Brands You Carry

Display logos of the major vehicle brands and models you sell. This shows the breadth of your inventory in a visually compelling way. Logos should link to the page on your website featuring vehicles of that make or model.

Eye-Catching Graphics

Use additional graphics like vehicle silhouettes, tire tracks, or road signs to enhance visual interest. Keep graphics simple, consistent with your brand style, and avoid distracting from other key page elements.

Selecting visuals that emotionally resonate with your target audience and support your brand message is essential for an effective car dealership landing page. When done well, impactful visuals capture attention, build trust, and encourage visitors to take the next step in the car buying journey at your dealership.

Best Car Dealer Website Design Templates on Unicorn Platform

When building a high-converting car dealership landing page, focus on a professional yet engaging design. The landing page is the first impression for visitors and where you will capture leads, so optimize it to effectively convey your dealership’s offerings and brand.

Choose a Responsive Template

Select a mobile-friendly template that displays well on all devices. Some recommended options for car dealerships include:

  • Vehicle Listing Template: Showcase current inventory with photos, details and pricing. Include a lead capture form for visitors to request more information on vehicles of interest.
  • Service Department Template: Highlight your service center, available amenities, and any current service specials or coupons. Include an appointment request form.
  • About Us Template: Share your dealership’s story and team. Build trust by featuring photos, bios, reviews, and your mission statement. Include links to inventory and a contact form.
  • Blog Template: Curate helpful content around buying, selling and maintaining vehicles. Share current events at your dealership. A blog shows your expertise and gives visitors a reason to return to your site.

Optimize for Conversions

Once you select a template, optimize it to capture leads. Place lead capture forms prominently above the fold on your landing page. Offer an incentive like a coupon or free guide in exchange for an email address.

Keep your message clear and concise, with 3 to 5 sections at most. Use eye-catching images of current inventory or your showroom. Share a few positive customer reviews and testimonials. And include clear calls-to-action like “Schedule a Test Drive” or “Get Pre-Approved Today.”

An optimized, professional landing page will make a strong first impression on visitors and generate more high-quality leads for your dealership. Continuous testing and improvement can increase your conversion rates over time. With an effective landing page builder like Unicorn Platform, you'll have a high-converting car dealership landing page up and running in minutes.

Offer an Incentive to Drive Conversions
Offer an Incentive to Drive Conversions

Offer an Incentive to Drive Conversions

To convert more visitors into customers, offer an incentive for them to take action on your landing page. An incentive, such as a discount, coupon, or free trial, gives people a reason to submit their information or make a purchase.

Offer a Discount for New Customers

Providing 10-15% off for new customers is an effective way to drive conversions on your landing page. For example, you could offer “10% off your first purchase” or “15% off all accessories.” Be sure to prominently display the discount code or link on your landing page and in your call-to-action buttons. Many people will not be able to pass up such a deal.

Free Trial of Your Product or Service

If you offer a free trial of your product or service, promote that on your landing page. For example, advertise “Start your free 7-day trial today” or “Try our service for 30 days free.” Free trials are enticing because people can experience the benefits and value of what you offer at no cost or risk. Clearly outline the details of your free trial, including how long it lasts and how to get started.

Limited-Time Coupon

A coupon or promo code that is only valid for a limited time, such as 24 to 48 hours, creates a sense of urgency for people to take action. You might say something like, “For the next 2 days only, save 20% on any purchase over $500 with coupon code LAUNCH20.” The limited availability of the coupon will motivate people to enter their information and make a purchase before the offer expires.

Free Bonus or Gift

Offering a free bonus, gift, or extra with a purchase is always appealing. For example, you could offer a free oil change or tire rotation with any new vehicle purchase. Or provide a complimentary car wash and detailing with any pre-owned vehicle. A free bonus shows the value you provide to customers and gives people an extra reason to buy from your dealership.

In summary, an incentive gives visitors motivation to engage with your landing page and do business with your company. Be generous with your offers but also balance that with your business goals. An effective incentive that drives high conversions can lead to greater long-term success. Choose one or combine multiple incentives, and prominently promote the details on your landing page.

Include Persuasive Testimonials From Happy Customers

To convince visitors your dealership is the best choice, include persuasive testimonials from satisfied customers prominently on your landing page. According to research, over 92% of consumers read reviews before making a purchase, and 84% trust reviews as much as personal recommendations.

Gather Glowing Reviews

Reach out to your happiest customers and ask them if they would be willing to provide a testimonial for your website. Offer an incentive like a discount on their next service or purchase to encourage participation. Request reviews that highlight specific benefits of working with your dealership, the quality of vehicles, level of service, or overall experience. Keep reviews concise, around 2 to 3 sentences for maximum impact.

Curate and Feature Top Reviews

Choose reviews that convey the key selling points you want to emphasize on your landing page. For a car dealership, focus on reviews that mention high-quality, reliable vehicles, great value, and excellent customer service. Display 3 to 5 of your best reviews prominently on your landing page, with a photo of the customer for an authentic touch.

Update Frequently

Continuously collect new reviews and rotate different ones onto your landing page to keep content fresh. This also shows visitors how popular and well-reviewed your dealership is on an ongoing basis. Aim for updating reviews at least quarterly, if not monthly.

Call the Reviewer’s Attention

Draw attention to reviews by:

  • Using a “as seen on” badge or label next to each review. For example, “as seen on” or “as seen on Yelp”.
  • Including the reviewer’s full name, location and vehicle purchased below their photo and review.
  • Highlighting a short excerpt or “pull quote” from the review in a larger font.
  • Placing reviews in a prominently featured “Testimonials” section at the top of your landing page.

Testimonials from real customers are social proof that builds trust and gives your dealership credibility. Make reviews an integral part of your landing page design and be sure to keep them updated for maximum impact. Using reviews, you'll turn visitors into loyal customers and sell more vehicles.

Optimize Your Landing Page for Mobile Visitors

To optimize your car dealership landing page for mobile visitors, follow these best practices:

Ensure your landing page is responsive. A responsive landing page automatically adjusts its layout to fit the screen size of the device being used to view it. This provides an optimal viewing experience for visitors on any device. Use a drag and drop website builder that creates fully responsive pages.

Keep your mobile landing page simple. On smaller screens, keep text brief and concise, use large fonts, and minimize the number of form fields. Only include the most important information and a clear call-to-action. Remove any unnecessary images, videos, or other media that could clutter the page.

Place your call-to-action prominently. Your CTA button should be one of the first things visitors see when your mobile landing page loads. Make it large enough to easily tap on a touchscreen and consider using a contrasting color to make it stand out.

Optimize content for “thumb zone.”

The area that can be reached by a user's thumb when holding a mobile device is called the “thumb zone.” Place your most important content, including headlines, CTAs, and essential form fields within this zone so visitors can easily interact with your page using just their thumbs.

Ensure fast loading speeds. According to Google, mobile landing pages should load in under 3 seconds. Compress images, minimize HTTP requests, and reduce JavaScript usage to improve load times. A fast, optimized mobile experience will lead to higher conversion rates.

Test and optimize for the most popular mobile devices. Check that your landing page displays properly on a variety of iOS and Android smartphones and tablets. Look for any content that appears off-screen or text that is too small to read easily. Make adjustments to your page layout and content as needed to provide an excellent experience for visitors on all mobile platforms.

Continuously monitor and improve your mobile landing page. Track key metrics like bounce rate, time on page, and conversion rate to see how your page is performing for mobile visitors. Make ongoing tweaks and optimizations to create the most effective mobile landing page.

Analyze and Improve Your Landing Page Conversion Rate

To optimize your car dealership landing page and improve conversion rates, analyze how visitors are interacting with your page and make data-driven changes.

Review Analytics

Check your Google Analytics account to see metrics like bounce rate, time on page, and conversion rate. A high bounce rate (over 70%) means visitors are quickly leaving your page, signaling it needs improvement. Look at the pages visitors land on first to determine high-traffic entry points. See which links and CTAs get the most clicks to find out what's working.

Heatmap Tracking

Use a heatmap tool like Hotjar or Smartlook to see how visitors scroll, click and tap on your landing page. Look for areas that get a lot of attention as well as spots that are ignored. Consider rearranging or removing elements that don't get interactions. See if important content and CTAs are visible above the fold on desktop and mobile.

Form Abandonment

If your landing page has a lead form, check how many people start but do not complete it. A high abandonment rate indicates the form may be too long, confusing or asking for too much personal information. Try simplifying the form fields, reducing the number of form pages or offering an incentive for completion like a coupon or content offer.

Mobile Responsiveness

With more people accessing the internet via smartphones, your landing page must be optimized for mobile. Review how the page appears on mobile devices and see if visitors have to pinch or zoom to read text or tap small links and buttons. If the experience is difficult, update the page with a mobile-friendly responsive design.

A/B Testing

Try different versions of your landing page to determine what resonates most with visitors. You can test things like different headlines, hero images, button colors, form lengths, etc. See which variation gets the most conversions and highest engagement, then make that your default page. Continuously test new changes to further improve your results.

Making data-informed changes to your car dealership landing page based on key metrics and user behavior will help you boost lead generation and sales. Monitor results regularly and keep optimizing to build an effective, high-converting digital marketing funnel.

Landing Page FAQ: Getting the Most Out of Your Unicorn Platform

To maximize the effectiveness of your Unicorn Platform landing page, keep the following FAQs in


Why do I need a landing page?

A dedicated landing page allows you to focus visitors' attention on a single call-to-action, such as scheduling a test drive, requesting a quote, or signing up for email alerts about upcoming sales events. By removing distractions found on your main website, a landing page can help convert more visitors into leads and customers.

What makes an effective landing page?

An impactful landing page includes elements like:

  • An attention-grabbing headline that speaks to your target audience. For a car dealership, something like "The All-New 2020 Sedans Have Arrived" or "End of Summer Blowout Sale."
  • Engaging visuals, such as professional photos of vehicles you have in stock. Images should take up a majority of the page's top section.
  • A brief, benefit-focused summary of your current sales promotion or featured vehicles. Keep text short and scannable.
  • A prominent call-to-action like "Schedule Your Test Drive Today" or "Get Your Best Price Now." The CTA should link to a contact or appointment form.
  • Optional: customer reviews, social proof, and trust badges to build credibility. But don't overload the page.
  • A simple, uncluttered layout with plenty of negative space. Remove links to secondary pages and limit options that could distract visitors.
  • Mobile-optimized design. With more people accessing the web on their phones, your landing page needs to display well on small screens.

How often should I update my landing page?

For the best results, update your landing page content regularly based on current inventory, promotions, and seasonal events. Refresh visuals, calls-to-action, and text at least:

  • Monthly to feature recently acquired pre-owned vehicles or highlight sales for the next 4 to 6 weeks.
  • Quarterly to promote manufacturer incentives, holiday deals, or spring and fall sales events.
  • Annually to update imagery and align with the release of new model years. Consistency is also important, so avoid complete redesigns more than once a year.

With regular updates, you can keep your landing page compelling and continue converting visitors month after month. Consistently monitor metrics like impressions, clicks, and conversions to see what's working and make data-driven optimization changes.


In summary, creating an effective landing page for your car dealership has never been easier. With the Unicorn Platform, you have a powerful yet intuitive tool to build a customized landing page that will attract, engage, and convert your ideal customers. You can choose from professionally designed templates, drag and drop your way to a stunning design, and have your page up and running in just a few minutes. Stop wasting time and money on complicated website builders and get started selling more cars with a landing page you can be proud of. See for yourself how Unicorn Platform can revolutionize your dealership's online presence and start converting visitors into lifelong customers today. The road to success has never looked so clear. Start your free trial now!

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