Car dealers have their own language and business process and since many have done business the same way for the last 2 or 3 decades - there is an old school mentality when it comes to the internet. Dealers want the web to be successful but the internet isn't a faucet that leads just flow from.
A lead from the internet maybe considered a time waster... a tire kicker so to speak, but that is because the channel through which car buying research is done has changed. It is all too easy for a perspective customer to research comparable cars and send the same request to 10 different dealerships.
It is how responsive the dealer that can tilt the odds in favor.
A few basics though can be addressed as many dealers not only market vehicles within their own website, but on destination research sites like cars.com or autotrader.com.
Take great pictures... it may take some time but if the car is worth keeping on the lot, it is worth taking some great pictures of and making sure these are posted along with the car anywhere it is marketed.
Cut out the cream puff descriptions.... talk about the car from a mater of fact perspective. I don't mean just the list of features, but the cheesy-salesy copy needs to go. Instead talk about the value you bring to a perspective car buyer.
Make contact easy....and be responsive. It is 2009 and technology has gotten people accustomed to immediate online gratification. Respond with a well thought out reply that addresses individual concerns.
Just like you take the time to make your lot look presentable - treat your online inventory the same.
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