By Vicky Sidler | Published 11 September 2025 at 12:00 GMT+2

If your homepage looks amazing but your phone isn’t ringing, Matt VanDyke has some bad news. The former CEO of Ford Direct says most of your customers never even see the homepage. They land directly on your product pages. And if your photos are bad, they bounce.

According to VanDyke, now president of Shift Digital, what really drives online engagement isn't some genius slogan or flashy homepage animation. 

It's good, honest images of the actual product. 

He’s talking VIN-specific car photos, but the lesson applies far beyond the auto industry. If you’re selling anything online, from couch covers to consulting packages, how you show it matters as much as how you say it.

This insight comes from an interview on Inside Automotive, backed by fresh Shift Digital research.

TL;DR

• 75% of dealership website traffic goes straight to product pages

• Generic stock images hurt trust and reduce conversions

• VIN-specific photos or CGI alternatives increase engagement

• Pricing, trade-in tools, and finance info must be visible early

• AI helps automate lead handling, follow-up, and appointment setting

• Social media can boost visibility, but only if employee content stays on brand

• This isn’t about car sales—it’s about building trust and removing friction

Need help getting your message right? Download the 5-Minute Marketing Fix.

Table of Contents:

Why the Product Page Is Your New Front Door:

VanDyke makes it painfully clear: most buyers never start at the top of your site. They arrive in the middle—right on your product or service listing.

In car dealerships, that’s the Vehicle Listing Page or Detail Page. For service businesses, it might be your packages page, a case study, or a booking form.

Whatever it is, you’ve got one shot to make people trust what they’re seeing.

And generic doesn’t cut it. That tired stock image of a smiling professional shaking hands? It's about as persuasive as a parking ticket. Customers want real details. Actual visuals. Proof that what you’re selling exists, works, and looks the way you say it does.

In the car world, that means VIN-specific photos showing the exact trim, stitching, and add-ons. For the rest of us, it could mean:

• Behind-the-scenes photos of your process

• Real images of deliverables, client results, or before-and-after shots

• Clear visuals that show exactly what’s included

I see this first-hand outside of the car industry. One of my favorite apps is Yaga, where people buy and sell second-hand clothing. Some sellers are brilliant—they take photos that clearly show the actual item, even zooming in on wear-and-tear so buyers know exactly what to expect. Others skip that step and just upload polished product photos straight from the brand’s website. Personally, I avoid those listings completely. Even if the item still has the tag, I want to see the real thing that’s on offer. That’s the point: real images create confidence, while stock-style photos plant doubt.

The Role of Speed and Consistency:

Some dealers are uploading car photos 70 days before the car even hits the lot. Why? Because it builds trust and starts the sales process earlier.

If customers can see what they’re buying—and get a quote, calculate payments, or book a trade-in before showing up—they’re more likely to finish the transaction.

For service businesses, this means:

• Publishing clear pricing or package info

• Letting people prequalify themselves

• Giving them something to do next: book a call, get a quote, watch a demo

Waiting until someone contacts you wastes both your time and theirs. You don’t need to automate the sale—you just need to reduce the friction.

AI Tools That Keep the Ball Rolling:

Let’s say you’ve done all the above. The leads are coming in. The next question is: who’s following up?

VanDyke brings up a scary stat—turnover in the dealership world is 65 to 70 percent. That means leads often fall through the cracks.

AI-powered systems now help bridge that gap by:

• Scheduling appointments automatically

• Following up with interested leads

• Handling service bookings after hours

• Keeping the tone consistent, even when staff change

Even if your business isn’t using AI for follow-up yet, the takeaway here is: build a system that doesn’t fall apart when someone’s sick or quits. A good CRM or email automation tool can go a long way.

Social Media Is a Tool, Not a Free-for-All:

Yes, VanDyke says TikTok and X (formerly Twitter) are great for reaching younger audiences. But that doesn’t mean every employee should start vlogging in the break room.

The key is structure. Your team needs:

• Clear brand guidelines

• A shared message

• Simple content templates

If you're a small business owner, you don’t need daily posts on 12 platforms. You just need the basics in place so that your message doesn’t get diluted by random off-brand content.

A Quick Word From a Marketing Guide Who’s Been There:

As a StoryBrand Certified Guide and Duct Tape Marketing Consultant, I see this over and over.

Most small business websites have:

• A homepage designed like a brochure

• Generic images that don’t match the offer

• Pricing hidden like a state secret

The fix? Think like a customer. Show them what they want to see. Make it easy to trust you. Give them a next step.

And if you’re wondering where to start, start with your message. If your one-liner is clear, your entire marketing flow becomes easier to build.

👉 Download the 5-Minute Marketing Fix

Because trust doesn’t begin at the homepage. It begins with clarity.

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FAQs on AI-Driven Dealership Marketing

What are VIN-specific images, and why do they matter?

VIN-specific images show the actual vehicle for sale, including its unique features, trims, and color. Unlike stock photos, they help buyers trust what they’re looking at and increase engagement on product pages.

Do customers really skip the homepage?

Yes. According to Shift Digital, about 75% of traffic lands directly on listing or product pages. That means your homepage may look great but isn’t doing much unless the product pages are also optimised.

How can small businesses apply these lessons outside the auto industry?

The principles are universal. Use real images of your product or service. Show pricing or packages upfront. Make the next step obvious and easy. Remove guesswork.

What role does AI play in improving conversions?

AI helps automate repetitive tasks like lead follow-up, appointment scheduling, and after-hours responses. It ensures no opportunity slips through, even when staff are unavailable or turnover is high.

Is AI replacing salespeople or support staff?

Not ideally. The most effective use of AI is to support human teams, not replace them. It fills gaps, handles overflow, and ensures consistency—but the trust-building still needs a human touch.

How important is it to connect online and offline experiences?

Very. Customers expect to do research online, then walk in with their trade appraised and financing ready. If your online experience doesn’t match the in-store one, you risk losing credibility.

How can I make sure my social media content stays on brand?

Set clear guidelines for your team. Use templates, content pillars, and approval processes. Even informal platforms like TikTok work better when your message is consistent.

What’s the first thing I should do if I want to improve conversions?

Start with your message. A clear one-liner builds trust fast. From there, improve your product visuals and make sure your pricing and processes are visible and easy to act on.

👉Download the 5-Minute Marketing Fix to sharpen your message in minutes.