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This may not be everyone’s method for doing research on the internet, but I try to set aside time to just wander through an assortment of sites.  The results can be eye-opening to say the least – some sites are so far ahead of others from lay-out to ease of use.  And the big thing, the ‘good-better-best’ assessment is almost immediate.

If your website is bringing you the leads you want, I agree that if it’s not broke, don’t fix it.  But if your clicks and viewing time and ultimate lead generation are not up to par, now is the time to get an evaluation of what, if any, changes are necessary for improved operation.  As a dealer, your internet operation may not keep you from losing sleep.

But remember this: your website is the virtual dealership a potential customer can shop all night long – your ‘www’ needs to have some ‘wow’ to keep you in the mix.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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