Dealer Hans has just sold another car. The customer first spotted it on Autotrack and decided to visit the showroom for a test drive. Piet’s sales skills did the rest, and the deal was sealed. Just yesterday, another customer walked in after receiving the latest marketing email. Sure, these campaigns take a big bite out of the budget, but they also bring in business. However, Hans has noticed that no one mentions finding their dream car directly through his website anymore. So does he still need it?

The fact that customers are regularly visiting your showroom doesn’t necessarily mean your business is operating at full capacity. Maybe things are going well, and you’re making a decent profit, but there’s always room for improvement. The key to increasing profit is either cutting costs or generating more revenue — or ideally, both at the same time. But does that mean you can save money by scrapping your own website? Absolutely not! In fact, investing in your website will yield even greater returns.

At DealerNexa, we have conducted extensive research into car dealer websites in the Netherlands and Belgium, and we were surprised by what we found. While there were a few standout examples, the majority of dealer websites were in urgent need of an upgrade. Many potential customers abandon their search simply because a dealer’s website is outdated — slow loading times, outdated information, and poor mobile optimisation are common issues. It doesn’t matter how stunning your cars are or how great your service is; if your digital showroom doesn’t look professional, fewer customers will walk through your doors. Take a close look at your own website and see where improvements can be made.

Beyond creating trust and encouraging customers to visit your physical showroom, an up-to-date and professional website also plays a crucial role in preparing customers for their visit. The real profit often isn’t in selling the car itself but in the services that come with it — maintenance, insurance, and financing. If these services are clearly highlighted on your website, customers will already be aware of their options and may even decide to take advantage of them before stepping foot in your showroom. It could even go a step further: if a customer realises they can handle everything in one place, that might be the deciding factor in visiting your dealership in the first place.

Platforms like Autotrack and Autoscout24 can serve as an additional display window for your inventory, and they certainly have value. However, they are more like a large trade fair where everyone has a stand—you might make a sale, but you’re just one of many. If your own showroom — your website — is in perfect condition, you will stand out far more. Even Google takes notice when a website is actively maintained. The more active you are online, the higher your website ranks in search results, making it easier for potential customers to find you.

So, if you want more customers and more sales, don’t cut corners on your own website — invest in it instead!