Overview 🔎
Web page copy was created for a dealership web page promoting their car buying center, incentivizing people to sell their used cars to the dealership. This dealership’s brand features a friendly and bubbly voice with themes of magical savings, which was incorporated into the copy. Names have been changed for their privacy.
Problem & Solution 🤝
The dealership needed a landing page to launch their buying center branding, and explain to customers how to use the Kelly Blue Book tool on their website to submit for a valuation for their used cars. I created web copy that clearly stated the
Goals/Requirements:
- Clearly explain the process for getting valuation for a vehicle
- Encourage website users to consider selling their car to [John Doe dealership] instead of competitors
- Incorporate the familial, witty, magic-themed voice of the brand
Process 🛣
I took a look at other pages on their website to get a feel of their brand voice, catch phrases, and style. Then I asked specific questions about the Kelly Blue Book ICO tool and features customers would benefit from.
Then, I implemented this information into copy that not only served for customer acquisition but reinforced the dealership's brand and trusted process to customers.
Results 🎁
The buying center is getting increased business for buying used cars. According to the client, customers are walking in the door with valuations in hand from the website, thus speeding up the in-store experience and allowing for better customer service and retention.
Takeaways 📣
Key takeaways for this project were the importance of creating functional and on-brand content that considers customer psychographics, as many customers previously were walking in the door misunderstanding the car-selling process that slowed down business. Through simple, explanatory content on the dealership website, it educated customers on how to be self-advocates in the valuation process, and how a simple extra online step would speed up the process.
This project also demonstrated the power of online copy to drive business success after the car buying center saw more customers walking in the door that already understood the Kelly Blue Book tool and knew how the valuation would work in their favor.
2022
