12/08/2026
The 10 Pages Your Dealership Should Own
This is the list:
Every one of these is decision-stage, every one is winnable, and not one of them is a page a vendor will build for you, because none of them can be templated:
☐ 1. A homepage that says whom you serve, not what you sell. Reviews,
tenure, certifications, the years on that corner. AI recommends a business
before it recommends a vehicle.
☐ 2. Named humans with real credentials. Real bios, real names, years in
the trade. Every page gets a byline and a date. Stop signing your store's
expertise "Admin."
☐ 3. The out-the-door cost page. What the number really looks like once
fees, taxes, and registration land. The most-searched question in car
buying and the one almost nobody answers straight.
☐ 4. The trade-in process page. What sets the number, what raises it, what
kills it, how long it takes, whether the offer stands if they walk. Not a
lead form. An explanation.
☐ 5. The credit reality page. Approvals by tier, in your market, with real
timelines and document requirements. Written the way your F&I manager
explains it at the desk.
☐ 6. The lease-end decision page. Three doors (buy, return, re-lease)
with the actual math on each. Every maturity in your portfolio is about to
ask this exact question.
☐ 7. The honest cross-shop comparison. Your model against the two it
actually loses to. Where you win, where you don't. A page that only
flatters you gets ignored by the model and the human.
☐ 8. The service cost and interval page. What each service includes, what
it costs at your store, what your climate does to brakes, batteries and
rust. Required versus optional.
☐ 9. The FAQ built from your phone. Not fifteen invented questions. The
real ones from your BDC logs, including the pricing questions you've been
trained to dodge.
☐ 10. Your own first-party research. One study a year from data you
already own. What 1,400 appraisals said about local values. Approval rates
by tier. This is the rarest signal in the study and almost no dealership
has produced it.
Score your store. Count your boxes.
0–2: Your website is a brochure with a lead form on it.
3–5: You have the commercial pages, none of the decision pages. Start at
3, 4, and 5.
6–8: You're ahead of your market. Go get number 10.
9–10: You're not reading this for yourself. Send it to a GM who needs it.
Most stores come back 2 out of 10. Tell me your number.
The full field guide, including the 6-step process to build these without
hiring anyone, is in the first comment. 👇