Marketing Speak vs. Customer Speak – Tuesday Tip Video Clip

When you’re writing content for your website, it’s important to take a step back and think about your customers. If you write your text and use industry lingo that customers don’t use, then you’re going to hurt your visibility in online searches. Make sure your site uses the language that customers will use when they search for you in Google, and you’ll be much more likely to show up higher and get more leads.


Thanks for joining us for this week’s Tuesday Tip Video Clip. Today, we’re going to talk about a major problem people in every industry face: marketing-speak vs customer speak.

Dealers speak a different language than customers. Using the lingo of the business hurts dealers when it comes to search engine optimization, because your potential customers aren’t going to use that lingo when they’re searching. You’ve got to make sure that the text on your site uses words and phrases that your customers will understand and actually use when they look for you on Google.

As dealers, you don’t like to use the word “used” because it has a negative connotation. Most dealers prefer to say “pre-owned”, since that sounds more appealing and has a more positive vibe. So, dealers will only use the word pre-owned on their website.

The problem is – customers don’t use the word pre-owned when they’re searching on Google. When someone sits down to search for a car that was previously owned, they will always type in “used car”. If your website only says “pre-owned vehicles”, you’ll never show up in a search for “used cars”. You’ve got to be sure that your website uses the phrases that customers will use if you want to show up in more search results.

If you’ve got a truck with a Hemi engine, you’ve got to make sure that you’ve got the word “Hemi” on your VDP. If you’re with a good provider, your VIN decoder should spit that info out when you load in the vehicle, but you need to be sure to put it in your vehicle description too. You’ve seen the commercials… customers want to know – “that thing got a Hemi?” – so again, you need to be sure to include the terms they’re looking for if you want to show up in those searches.

The way you describe your inventory and your dealership on your website goes a long way in helping you rank higher in search engine results pages and converting leads into customers. Try to look at your site from a customer’s point of view, and you’ll find yourself writing better copy for your website.

Virtual high five: you just learned something new.

Need help figuring out the perfect way to describe a vehicle? Is there something else that drives you crazy? Share with the class in the comments below. Thanks for stopping by, and we’ll see you again next week.