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A Guide to Creating High-Quality Web Content for Automotive Aftermarket Brands and Retailers

Learn how automotive companies can benefit from excellent website design and connect with more buyers. 

92% of consumers will visit a brand’s website for the first time and not make a purchase.* If your website doesn’t engage and inspire customers from the minute they land, your brand will not be successful.

Although this truth sounds harsh, understanding consumer sentiment is crucial to putting resources where they matter most, and there is no resource more important than a brand’s website. Brand websites don’t just sell products, they tell the brand’s story and provide an opportunity for support and communication that fosters the type of lasting relationships brands want and need. 

Automotive brands are especially susceptible to the benefits and the downfalls of poor website design, especially if they’re selling products directly to enthusiast buyers. Poor product descriptions, photos that fall flat, and poor support options will rarely inspire automotive enthusiasts and wrenchers alike to click that buy button. 

Let’s dig in more to find out how automotive companies can benefit from excellent website design and connect with more buyers. 

The Impact of Quality Product Content on Customer Engagement

Once an automotive enthusiast, mechanic, or shop owner lands on your product website, three things need to be in order:

  1. Make and model data needs to populate the correct parts and accessories available for the selected vehicle.
  2. Product descriptions need to be SEO-ready and tell the product story correctly. 
  3. Photos need to tell the product description story in a visual way. 

Let’s dig into each one of these items and expand on these deceptively simple best practices.

ACES and PIES Data

One of the most important aspects of an automotive products website is the inclusion of correct fitment data in search tools.  

Automotive aftermarket companies utilize two standardized data formats known as ACES (Aftermarket Catalog Exchange Standard) and Product Information Exchange Standard (PIES) to ensure that specific parts fit on specific vehicles. For brands with thousands (or millions) of SKUs, properly cataloging parts is essential to help buyers actually find the parts they need for their vehicle. 

It’s not hard to imagine the ramifications of poor fitment data. Customers may buy and install the wrong components, at worst damaging their vehicles or breaking down, and at best being upset that they have to return and rebuy the item. Companies like PDM Automotive make managing a catalog of products incredibly simple and offer the benefit of allowing automotive companies to easily transmit their ACES and PIES data to multiple eCommerce sites

Rock-Solid Product Descriptions

Once a customer finds the right product for their vehicle, it’s time to engage them with a rock-solid product description that includes the following elements: 

  • Clear, Concise Title: Start with a descriptive title that clearly states what the product is, possibly including the brand, model, or specific function.
  • Detailed Specifications: Include all relevant technical specifications such as size, weight, material, compatibility (with specific vehicle models or types), and performance metrics.
  • Benefits and Features: Highlight the unique features of the product and how they benefit the user. This could include durability, ease of installation, performance improvements, or energy efficiency.
  • Installation and Usage Instructions: If applicable, provide brief information on how to install or use the product. You could also link to more detailed guides or manuals.
  • Pricing and Availability: Clearly state the price of the product and its availability status. Include any information about variations in price for different models or sizes.
  • Compatibility Information: Very important in the automotive sector, make sure to detail which vehicle models and years the product is compatible with. This may seem redundant but it is essential. 
  • Customer Reviews and Ratings: Incorporate customer reviews and ratings to build trust and provide real-world insights about the product’s performance.
  • Brand Information: Include a brief mention of the brand, especially if it’s a well-known manufacturer, to leverage brand reputation and reliability.
  • Warranty and Return Policy: Detail the warranty period and return policy to assure customers of the quality and durability of the product.
  • Safety and Compliance Information: If relevant, include information about safety standards, certifications, and compliance with industry regulations.
  • Call to Action: End with a clear call to action, encouraging the customer to make a purchase or learn more about the product.

Remember, the goal of the product description is not just to inform but also to engage and persuade the customer, so a balance of technical details, benefits, and compelling language is essential.

PDM Automotive can help automate this process and make sure that description data is not only present on your main site but across every eCommerce site that sells your products.

Photos Tell The Story

At a minimum, the goal of product images is to give customers a comprehensive and accurate understanding of the product, reduce uncertainty, and increase the likelihood of purchase.

Here’s what needs to be included in every set of product description photos: 

  • High-Resolution Images: Ensure that all photos are high quality, clear, and detailed. This allows customers to see the product’s texture, material, and build quality.
  • Multiple Angles: Provide images from various angles to give a complete view of the product. This helps customers understand its design and dimensions.
  • Contextual Shots: Show the product installed or in use, if applicable. For example, a photo of a car part installed in a vehicle helps customers visualize how it fits and looks in its intended setting.
  • Close-Ups of Key Features: Highlight any unique features or components of the product, such as connectors, materials, or special design elements.
  • Size and Scale Representation: Include an object for scale in one of the photos if the size of the product isn’t immediately apparent. This helps customers gauge the actual size of the product.
  • Before and After Shots: If the product improves performance or appearance, before and after images can be very persuasive.
  • Packaging: Include a photo of the product in its packaging, especially if it’s branded or contains important information.
  • Compatibility Information: If possible, show the product alongside items it’s compatible with, like specific car models or parts.
  • Instructional Imagery: If installation is a key aspect of the product, include images that give an idea of the installation process.
  • Variants: If the product comes in different colors or styles, include images for each variant.

Building Compelling Website Content

Managing the process of creating and uploading quality website content that produces results is not an easy task without the right partner in your corner. 

PDM Automotive simplifies the process for you. 

Thanks to our innovative platform, you can effortlessly access high-quality brand content and seamlessly integrate it into all your online sales channels, including Amazon. This approach helps you maintain uniformity and secure a competitive edge that can bring you great success. 

Reach out to one of our industry experts today and find out why PDM Automotive is changing the way automotive companies do business online.

Footnote: *According to a study from Optimizely.

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