If you’re an automotive dealer, answer these questions (I like asking questions, as you’ve likely noticed by now): Is your Web site different from that of a dealer of the same brand in your same city? Is it different from a dealer of the same brand in a different state? Is it different at all? Or is it indistinguishable from just about every dealer of your brand in every corner of the country?

If your answer to the last question was yes, sit down. Let’s talk. Because it’s imperative now more than ever that your Web site is a destination. Consumers will conduct thorough research on vehicles before they even consider stepping foot in your dealership (if they do at all). Why wouldn’t your dealership’s site be at the top of the list of online destinations? Begin building trust and creating conversations with them before they ever get to your showroom. Show them you care and are willing and eager to engage them on their comfort level – which is likely online. Is your dealership on Twitter? What about Facebook? Does it have a blog, or a flickr account? Do you have a YouTube page with video walkarounds of models on your lot, or testimonials from satisfied clients? These are all important touchpoints through which you can be connecting with curious consumers and potential customers. And they’re all things that are easy to do and don’t take a lot of time or money.

So make sure your dealership stands out online. How else will anyone see you?

- Kevin  (kerb@labov.com)