When offered by the manufacturer, complimentary maintenance programs are a valuable incentive for new vehicle buyers to return to the dealership for service – or so you would think. However, 3 out of 4 customers who purchase a car at a dealership will not return for the first service, and even dealers selling brands that include comprehensive warranties struggle with customer retention during the warranty period – and much more so after warranty expiration.

That means customers are missing out on their complimentary service, and dealerships are missing out on the opportunity to build a lasting customer relationship. To win back these customers from national chains, dealers must overcome a number of common obstacles.

According to C+R Research, consumers cited "high prices" as the main reason for not considering a dealership for service -- an issue compounded by the fact that dealers aren't taking full advantage of messaging OEM programs and their unique value proposition. In addition, an R.L. Polk Co analysis of SERPs for service and repair terms showed dealers coming up in less than 5% of searches compared to 60-95% of searches for leading national chains.

While these challenges have many facets, they also have one thing in common: each is affected by the lack of service content on dealership websites.

Common service content gaps for dealers

One of the most neglected areas of service marketing is service content on the dealership website. Among more than 900 dealer websites surveyed as part of the 3 Birds Service Content Study, we found that:

  • 6 out of 10 dealer websites have fewer than 5 pages of service-related content
  • 82% don’t provide a “Why Service Here” page
  • More than half offer no information the most common service defection points

This content is not only integral to educating and informing customers about your dealership's service experience, but is also key to ranking in SERPS for service and repair terms in your area.

Where to start with service-related content

If your dealership is lacking in key service content, there are several places to start.

  1. Share your “Why Service Here” message: This is the unique value proposition that makes your dealership the best fit. Don’t assume customers know about your OEM’s complimentary service programs or your extended service hours. These amenities, which may seem second-nature to you, can often be a crucial factor for a customer deciding where to spend his or her service dollar.
  2. Add informational content for basic services: Landing pages for services such as oil changes and tire rotations serve to both inform customers and add fresh, keyword-rich content to your site. They're also a great place to spotlight current specials.
  3. Include service staff pages: This is where you can share details of your technicians' Master Certifications and other relevant areas of experience while personalizing your service department. Profiles of the Service Advisors your customers will meet when they bring their vehicles in for maintenance humanizes your service department and makes your staff more approachable.  Create a basic template of questions and collect this information from each of your technicians and Service Advisors for easy yet engaging custom content.

Now, more than ever, customer retention is key to a dealership’s long-term success, so make sure you are giving your customers what they need to make the decision to stick with your service department through their next appointment.