A buyer looking at used cars online has a short checklist in mind. They want to see real photos from several angles, the kilometres, the year, the number of owners, the fuel type and the price. If any of those is missing or unclear, they usually move on to the next listing. A dealer who shows the same details, in the same place, on every car saves time for both sides.
This article explains how to lay out each car page so the important facts come first.
Photos from the right angles
Show the car from the front, back, both sides, the interior and the dashboard, with the kilometre reading visible if you can. Use photos taken in daylight, and show any damage or wear honestly. Buyers trust a dealer who shows the scratches more than one who hides them.
Don't use stock photos or photos of a different car of the same model.
The facts that decide an enquiry
On each car page, put the year, the kilometres, the fuel type, the number of owners, the transmission, the colour and the price at the top, in the same order every time. Add the registration details only if you hold them, and say which documents the buyer can check. If the car has a valid insurance policy, say when it expires.
Keep the facts accurate, and update the page as soon as a car is sold or the price changes.
Documents and history
Buyers want to know what paperwork they'll receive: the registration certificate, the insurance, the service records and any finance or hypothecation. Say what you have for each car, and what you'll need from the buyer. Don't describe a car as accident-free unless you've checked that it is, and make sure the buyer can see any history you hold.
Price, and what it includes
State the price clearly, and say whether it includes any transfer charges, insurance or inspection. If the price is negotiable, say that. A buyer who finds extra charges at the counter loses trust in the whole site.
Logos and brand claims
Don't use a manufacturer's logo or say you're an authorised dealer unless you are. Describe the make and model in plain words, and let the photos show the car.
Quick checklist
- Take photographs from the front, the back, both sides, the interior and the dashboard.
- Show the kilometre reading in at least one photograph.
- Put the year, kilometres, fuel, owners, transmission, colour and price in the same order on every car page.
- Say when the insurance expires, if the car has valid insurance.
- List the documents the buyer receives, and what you need from the buyer.
- State whether the price includes transfer charges.
What to do next
The used car dealer websites page shows how car pages, filters and enquiries usually fit together. A business website is the right base for your used car dealership, and the business websites page explains how one is laid out. Set up the car page template first, then add each car to it with the same details in the same order.