We have all heard this before, but it is true. I know the point in this blog may seem like common sense, but I would not blog about it unless I see everyday that it is not being done. If you are marketing online, your website (your virtual showroom, parking lot, coupon mailer, etc. all rolled into one) should display your inventory, service/parts specials and any incentives being offered at all times. We know that more than 80% of shoppers start online, so you have no idea when the shoppers will be checking you out. If they all just started by walking through your door, you know that everything has to be available during the hours that you are open. However, online, you have to be ready 24/7. This means if someone is on your website they should see all your available inventory (with photos), any specials you are currently running and have all the tools they need to make a decision on whether or not they should contact you. We know if you have what they are looking for, they will contact you. However, if you have it, but you are not showing it, then the shopper will move on. I see a lot of bells and whistles on websites, but if you are not doing the basics that I have mentioned here, you might want to reconsider where you allocate your resources and whether or not those “bells and whistles” can compensate for the lack of information. Keep it simple, give the shoppers what they need, and they will come.