Holt Chrysler Jeep Dodge – Website Review

This Texas car dealership website demonstrates some excellent design principles.  The principles they use particularly stand out because it’s an unusual approach within the automotive industry.

For the most part, the designer or designers of the website used a base of dark, neutral colors.  In a reverse psychological kind of way, this effectively makes the site “pop.”  Most of the background is a dark gray color, with many of the navigation tabs across the top of the website pages being presented in black as is the font color black.   This could have been problematic, since a gray background can make an overlaying black font difficult to read.  However, in this case the gray, though a dark shade of gray, is just light enough that the text the website visitor can read the text readily enough.

The design incorporates just a judicious touch of color for particular links worthy of a potential consumer’s attention:  such as a deep red for searching and for links to detailed offers, and coupon-like navigation buttons f or service-related coupons.

The strategy works excellently well in this instance, since it’s an unusual and therefore unexpected approach within the automotive industry which tends towards flamboyance in its presentation of itself towards the consumer.

This strategy of website design works well for two reasons.  One of them is from the design perspective of how the visitor experiences the website.  Additionally, though, it works well from a customer-facing, marketing perspective.  The general design gives an immediate sense of “quietness” to the website visitor.  In advertising, the use of such a presentation design also gives the consumer the sense of “what you see is what you get,” or of the company behind the website having nothing to hide.  And that is a very valuable message to accomplish in an industry where some vendors are not always aboveboard.

The site is easy to navigate.  The website also incorporates the opportunity for live chat, and the dealership’s staff is pro-active in reaching out through the chat facility as soon as someone first visits the website.

One element of the dealership’s unique value proposition is clearly stated in the first paragraph of the website’s home page.  That is that this dealership guarantees the lowest prices for vehicles throughout the north Texas area.  The second element of the UVP involves the Holt Chrysler Jeep Dodge’s standing as a truck headquarters automotive dealership.

Customer testimonials back up the general sense of quality that the website design conveys to visitors to the site at http://www.holtchryslerjeepdodge.com   about Holt DCJ - a Dallas car dealership.  Again, the website uses these customer testimonies judiciously, maintaining the “soft sell” of the website’s overall design.  Such a presentation inspires confidence in potential customers about a likelihood they will have a positive experience when patronizing Holt Chrysler Jeep Dodge.

Reference: 

Conrad Holt, owner – on the Unique Value Proposition