9 Automotive Landing Page Examples (& Best Practices)

November 26, 2021 13 min read Written by: Jerzy Żurawiecki Jerzy Żurawiecki
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Car dealerships rely on online advertising to get potential buyers to visit their location, find the right vehicle, test drive it, and commit to a purchase. While TV ads are great for the manufacturers, local dealers need to get their name out as they act independently of a car brand.

The ad campaigns aren’t cheap, and what happens after the visitor clicks the ad is of utmost importance. Using landing pages instead of traditional websites allows dealers to control the customer journey more effectively since landing pages have a single focus.

Let’s discuss best practices and examples of automotive landing pages for your dealership.

Best Practices for Automotive Landing Pages

Conversion rate is not just a marketing buzzword. It translates directly to the number of new contacts and, if you nurture them right, customers. That’s why it’s important to keep this metric in mind.

In order for your car dealership landing page to convert as high as possible, you need to follow certain practices.

Availability

Potential customers are cross-shopping with different brands and dealers, so if they see that a particular model is available at your dealership, they are more likely to make a call or send an email to inquire about it.

There is also the other side of the coin. If you advertise a given model, the customer asks about it, and it turns out it’s not there anymore, it might leave a bad impression and discourage the landing page visitor from considering your dealership ever again.

Map & Opening Hours

Your automotive landing page might be the very first point of contact with your dealership. That is precisely why you should include a section with a map and opening hours. Even if the visitors don’t convert, they might remember where your dealership is and pop in when they are in the area.

It wouldn’t count on the conversion stats, but as long as you get people in the door, it’s a solid move. Here is an example of what this element could look like:

Limit the Buttons

Just like tons of other dealerships and car manufacturers, you might be tempted to provide visitors with all kinds of links. Contact, setting up a test drive, trade-in options, payment plans… it’s a lot.

Landing pages are not supposed to have as many buttons. If you run paid ads that redirect to a landing page, your goal has to be clear and there should only be one. Make sure you limit the number of buttons on your automotive landing page to keep the visitors focused on the goal they are supposed to fulfill.

Make Use of Pop-Ups

One thing car brands do very well on their landing pages is use pop-ups instead of redirecting to another site. You might have lots of information to convey, and having a pop-up with technical specifications might make the page shorter.

Some of the examples you are about to see actually stick to these (and other) practices quite often.

Automotive Landing Page Examples

They say imitation is the sincerest form of flattery, so we’re going to take a look at examples of automotive landing pages.

We’ll see what works and what needs improvement. Once you’ve seen all the examples, you will have a better understanding of what others are doing and which ideas are worth implementing in an automotive landing page of your own.

1. 2023 Nissan Z

Source: https://www.nissanusa.com/vehicles/future-concept/new-nissan-z.html

Why It Works

On this landing page for the 2023 Nissan Z, the goal is clearly defined right from the get-go. There is only one CTA button in the hero section, and when you scroll down the page, you see the same button in the top bar. Clicking the button takes the visitors to the lead capture form located at the bottom of the page. The form itself is pretty short, though Nissan could have combined the first and last name into one field to make it even more concise.

This car landing page is very image-heavy, which is a good thing. The point of this page is to increase the hype, and the design is one of the most important parts of a sports car.

The copy in each section is short and it speaks to car enthusiasts who are the target audience of this product. Even the copy in the hero module is limited, giving the image lots of place to shine.

Ways to Improve

There are many sections on the page, and some could be removed to keep the visitor engaged and to stay on the page. The first one is the place with wallpaper downloads. It’s full of links that take the viewers out of the landing page.

The “Z Heritage” part is unnecessary, but it might be a fun piece of history for enthusiasts and it’s kept to a minimum, with no links redirecting elsewhere.

All in all, it’s a solid automotive landing page that will likely generate lots of leads for Nissan.

2. Ford F-150

Source: https://www.kanataford.com/f-150-landing-page/

Why It Works

This landing page for a Ford F-150 follows the rule of having one goal. There are only two sections there – yes, that’s the entire page you’re looking at. The video is made by an impartial YouTube channel, which adds to its credibility. It clearly showcases the power and towing capacity compared to the competition.

The other part has everything one could ask for in the contact section, except for the map. The “Contact Us” button is clearly visible, and the opening hours and address is there as well.

Ways to Improve

Too much of a good thing is not what you want, especially on a landing page. But not enough of a good thing can produce the same effect. This automotive dealership landing page is way too simple. There is no enticing, original copy.

Using a video is a great idea, but it needs to be accompanied by more information, which is not the case here.

As far as visuals are concerned, the image with the logo is broken, which leaves a bad taste since it’s displayed in the middle of the top bar.

Generally speaking, it’s not a landing page that is an inspiration for those who want to create a high-converting example of their own.

3. Tesla Model 3

Source: https://www.tesla.com/model3

Why It Works

Compared to the other automotive landing page examples listed here, this one is pretty short. It’s not a drawback, though. Each part has its place, and there is nothing here that needs to be removed.

The page uses pop-ups and drop-down sections to save space on the page to achieve that effect. It’s clear that a lot of thought went into the packaging of the entire page so it’s compact and informative at the same time.

A CTA button that reads “ORDER NOW” is visible in each section, and the descriptions are short and to the point. The use of images and animations showcases both the design and the tech features of the car better than any copy would.

Ways to Improve

The main issue I have with this page is it’s sometimes clunky, especially when you scroll up and down a few times. It doesn’t load the subsequent sections as smoothly as it should. Tesla is a victim of its own creativity here.

The small chat pop-up showing up every now and then is a bit annoying. Show it once, sure, but don’t bother the visitors with it too much. Otherwise, they might get discouraged. The icon is visible while scrolling the page anyway.

There are a few instances where the white copy is not very legible on the background image, but that is an easy fix to make.

4. Cadillac CT4

A landing page of the 2021 Cadillac CT4
Source: https://www.cadillac.com/sedans/ct4

Why It Works

Cadillac has done a lot to keep the visitors on the page while still having lots of links. They did that by utilizing pop-ups, which is a great decision from the UI standpoint.

The page is interactive. It provides all the information the potential visitors might need, and there is a section that allows them to preview the look of the car in different colors with a 360-degree view.

The “Build & Price” button is clearly the main one, even if it doesn’t stand out with a different color, which might make it pop even more. It’s repeated in several sections, so potential customers don’t have to look for it for long.

Ways to Improve

A lot of space is dedicated to the Cadillac CT4-V, which is a separate model, directed at a completely different buyer persona. Including it in the section with the entire lineup would be fine, but several of them are too much.

“Take A Closer Look” is a part of the page Cadillac could do without. The links to the brochures are also located two sections later, so there is no point in repeating the content, especially if you consider how long the page is.

5. Mercedes Benz AMG E-Class Sedan

Source: https://www.mbusa.com/en/vehicles/class/e-class/sedan/type-amg

Why It Works

First of all, scrolling through this page feels like an actual landing page, so kudos to Mercedes. The number of links has been reduced to the absolute minimum. The top bar contains the “Build” CTA, so it’s always there should the visitor decide to spec their own E-Class.

Ways to Improve

The hero section is too short in the copy department. The “Build” CTA button is rather small and does not look very enticing.

6. Porsche 911 Targa 4S

A landing page for the 2015 Porsche 911 Targa 4S
Source:  

This is a car dealership landing page, and it is done pretty well. There is one thing, though, that seems to stop it from converting higher.

Why It Works

The images showing the actual car from inside and out is a great choice. The resolution may not be amazing, but the visitors can clearly see the 911 from all angles.

The next sections have all the important stats and pieces of information the potential customers might be interested in, such as price, mileage, features, engine specifications, and the logos of the vehicle being certified pre-owned and having a Carfax.

Including the reviews from Kelly Blue Book is a solid idea for a testimonial. The comments are written by owners and they provide the real-life perspective of living with a similar model.

Ways to Improve

The form-like section below the hero images has 8 CTA buttons, so there are a lot of choices to make here. Having so many options creates unnecessary confusion. It would be better to have a single CTA button.

7. Volkswagen Golf GTI

Source: https://www.vw.com/en/models/golf-gti.html

Why It Works

The on-page configurator lets you build the car without leaving the page. The interior and exterior galleries open in a pop-up, which saves space. Dropdown menus showing key aspects of the car have been executed smoothly.

Showing reviews of owners (even the ones that aren’t perfect) and VW’s responses is a nice touch, too. It gives the brand a feeling of transparency, which is what VW needs after the Dieselgate scandal.

Ways to Improve

But they haven’t been used to their full potential. There is a large part of the page that describes the tech features that could have been presented the same way.

The CTA buttons, while very specific, take the journey one step too long. First, there is the hero button, which scrolls to the trim selection. Then, the next button scrolls to the builder. It’s complicated but shouldn’t be.

8. Mazda 3

A landing page of the 2021 Mazda 3
Source: https://www.mazdausa.com/vehicles/2021-mazda3-hatchback

Why It Works

The entire landing page for the Mazda 3 is concise, even on mobile devices. The less scrolling, the better (within reason, of course). The gallery is fantastic, with each of the trim levels having its own 360-degree view in any color, both inside and outside.

The “Build Yours” call to action is used several times throughout the page. Features using full-page pop-ups having the same CTA button as the landing page feels very cohesive.

Ways to Improve

The button to “Awards & Ratings” is redundant. It would be better to show all of the awards on the page, but make a button that would extend the section if anyone wanted to see the entire list.

9. Audi A6

Source: https://www.audiusa.com/us/web/en/models/a6/a6-sedan/2022/overview.html#

Why It Works

The menu in the top bar makes navigating the page easier. Using galleries horizontally saves lots of space. Seeing what the car would look like in a certain color can entice the visitors to continue the building process. All sections are divided clearly thanks to the use of images and different colors.

Ways to Improve

Audi could make the page a bit lighter and shorter by removing a couple of sections. “Explore similar models” and “Learn more about Audi” take up space for someone who is interested in the A6 instead of other cars.

Build Landing Pages for Your Automotive Dealership with Landingi

Build automotive landing pages faster and easier

Now it’s time to build a landing page of your own. You know what best practices to apply and what mistakes to avoid, but that’s not all. Picking the right landing page builder is equally important.

Landingi has all the tools you need to create automotive landing pages quickly and easily. A drag and drop builder lets you create stunning landing pages without the need for a developer, and using one of over 300 templates will shorten the creation time considerably.

On top of that, you can duplicate landing pages with one click, A/B test changes, and make use of various marketing integrations to combine marketing efforts even smoother.

Start building landing pages for your automotive dealership today.

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