Take a look at your dealership’s website.
Click the “About Us” button.
What do you see?
If you’re like many dealers, you’ll find a mission statement, a little history, maybe a few stock photos, reviews, and maybe some directions.
What you often won’t find are the people who actually make the dealership successful.
No photos.
No bios.
No contact information.
You have a website trying to sell cars without introducing the people who sell and service them.
Does that make any sense?
People buy from people.
They always have.
They always will.
“I Don’t Want Other Dealers Recruiting My People”
That’s the excuse I hear most often.
It’s also a weak one.
Keeping your staff off your website doesn’t protect them.
Great leadership, culture, and opportunity do.
Customers Want to Know Who They’re Doing Business With
Wouldn’t it help if customers could see the faces behind your dealership?
A technician with 20 years of experience.
A service advisor who’s been helping customers for a decade.
A salesperson who shares their interests and values.
Trust goes up when customers know who’s on the other side of the transaction.
AI Is Paying Attention Too
If you think this isn’t going to be even more important as we move forward and more customers us AI when they search, you might want to rethink that. Detailed websites are going to have that much more of an advantage.
AI doesn’t just look at inventory.
It looks at content, expertise, and credibility.
The dealerships that showcase their people are giving AI—and customers—more reasons to trust them.
Your People Are Your Brand
Inventory, pricing, and facilities can be copied.
Your people cannot.
So here’s a challenge:
Go to your website and click “About Us.”
If a customer can’t quickly learn who works there, you’re missing an opportunity.
Add photos.
Add bios.
Add contact information.
Introduce your managers, salespeople, advisors, and technicians. And if you’re going to go to all that trouble, make sure the layout has a consistent look.
There are only two logical reasons you don’t have your team on your website…s you’re stupid or lazy.
I don’t think you’re stupid. That’s all I’m gonna say, Tommy Gibbs