Don’t have time to read all this?
Here’s the short version:
Most dealership websites are packed with hidden issues that tank search rankings, slow down page speed, and kill conversions.
From missing schema to bloated code to buried CTAs, even small changes can unlock major gains in traffic and leads. Or skip the hassle—we’ll run the full audit for you, free.
Your website is your digital showroom. It’s the first impression most buyers get—and it should be working 24/7 to bring in traffic, generate leads, and book appointments. But the truth? Most dealership sites are underperforming badly.
They’re slow. They’re built on bloated vendor platforms. They’re missing the basics of local SEO. And worst of all, they’re not converting visitors into leads.
That’s why every dealer needs to run a website audit—not just once, but regularly. This checklist shows you how to pop the hood, diagnose what’s broken, and start fixing the issues that are quietly costing you traffic, visibility, and sales. Whether you’re a GM trying to grow market share or a marketer trying to stretch every ad dollar, this is the no-fluff, high-impact guide you need.
Slow websites kill conversions and rankings. Google hates it. Customers bounce.
Run your site through PageSpeed Insights and GTmetrix.
Focus on mobile scores—most car shoppers browse on their phone.
Aim for sub-3-second load times.
Fixes: Compress images, ditch sliders and videos on mobile, and clean up bloated vendor scripts.
If your site isn’t mobile-friendly, you’re handing leads to your competitors.
Look for broken menus, popups blocking content, and unreadable text.
Quick check: Visit your site on your phone and try to fill out a form. If it sucks, fix it.
Forget the fluff. SEO starts with getting the basics right.
Unique title tags and meta descriptions on every page.
Use target keywords like “used trucks in [city]” in H1s and body copy.
Clean up duplicate content—especially if your site uses cookie-cutter inventory or service pages.
Tool Tip: Use the SEO Meta in 1 Click browser plugin to scan each page fast.
Dealers win or lose in the local map pack. Here’s how to stay visible:
Ensure your NAP (name, address, phone) is consistent across your site and directories.
Your homepage and key pages should reference your city, metro area, and neighboring towns.
Build city-specific landing pages—not just a single “location” page. Think “Used SUVs in Arlington” instead of a generic inventory page.
Add LocalBusiness schema to your homepage and contact pages to help Google understand you serve a local market.
Traffic means nothing if leads don’t convert.
Are your CTAs above the fold and obvious?
Are your forms mobile-friendly and short?
Is your phone number clickable on mobile?
Bonus: Set up heatmaps (like Hotjar) to see what users click—or ignore.
Time to scan for technical issues behind the scenes.
Use Screaming Frog or Sitebulb.
Look for:
Broken links and 404s
Duplicate content and meta tags
Missing alt text
Orphaned pages
If your site has more issues than a used Kia Sportage, it’s time for a tune-up.
Schema isn’t optional—it’s a trust signal for search engines.
Use Google’s Rich Results Test to check for LocalBusiness, FAQ, Product, and Review schema.
Prioritize:
LocalBusiness schema on your homepage and contact page
FAQ schema for service, finance, or trade-in pages
Review schema if you display customer testimonials
These elements help boost visibility in SERPs and local pack rankings.
You can’t fix what you can’t track.
Confirm GA4 is installed correctly and collecting data.
Set up conversion events for form fills, phone clicks, chat starts, and vehicle detail views.
Use Google Tag Manager if you’re not already—it’s your best friend for dealership tracking.
This checklist works—but if you’re short on time (or patience), we’ve got your back.
Rank ‘n Crank will run a full website audit for free and show you:
What’s broken (and how bad)
Where your SEO is falling flat
How much traffic and leads you’re leaving on the table
No fluff. No generic vendor reports. Just a straight-up breakdown from real SEO pros who specialize in car dealers.
We don’t pay a cent for advertising. SEO is all we do.
Help your customers find you the same way you found us.
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