How to Actually Generate Leads From Your Website & Beyond

Your website is the #1 digital asset your dealership owns. The internet has allowed small local dealers to become powerhouses online!

But for a lot of powersports and motorcycle dealers, it’s leaking potential customers every single day.

This post is pulled from a conversation I had during True Track’s Trailblazer Series, where we talked about what’s actually working (and what’s not) when it comes to digital marketing, website performance, and turning visitors into buyers. If you’re running ads, investing in social, or just trying to understand your results better, this is for you.

Your Website Isn’t Just a Brochure

Most dealer websites look nice… but act passive.

Customers click around, maybe view inventory, and then leave. Why? Because there’s no clear structure to capture the lead. The calls to action are generic. The forms are clunky. And the trade-in button is buried or broken.

Here’s the deal:

• Most visitors won’t fill out a form unless it’s frictionless

• Most CTAs don’t match the intent of the visitor

• Most websites treat all leads the same (big mistake)

4 Types of Lead Opportunities (And How to Treat Them Differently)

Not all leads are created equal. If you treat a trade-in lead like a “get a quote” shopper, you’ll lose both the deal and the seller.

Here’s how I break down the main types of digital leads:

1. Internet Leads
   Forms, quote requests, trade tools, this is usually the highest volume.

2. Phone Calls
   Still relevant. Still powerful. Still ignored way too often. Test your store.

3. Showroom Ups
   Yes, they still happen. But many showroom visitors saw you online first.

4. Campaign Responses
   These are leads from mailers, email blasts, Meta ads, and direct offers.

Each one should be handled with a slightly different tone, urgency, and follow-up process.

Follow-Up: The Most Expensive Place to Fail

If you’re not contacting every internet lead within 15–30 minutes during business hours, you’re giving your competition the sale.

Speed is everything. But so is human contact.

Pro tip: auto-responses are fine, but don’t count them as a first touch. Real follow-up with real people is what closes.

Set up a 21-day plan. We recommend 10 human touches in that window. After that? Let retargeting ads and email sequences carry the rest.

Local Intent Wins Over National Flash

Here’s where Google Business Profiles come into play.

It’s one of the highest-converting local SEO assets you have and it’s free.

But most dealers:

• Haven’t claimed or fully completed their profile

• Are categorized incorrectly (ex: as an “automotive dealer”)

• Have no strategy to manage their reviews

• Don’t add updates, specials or photos

Fix this, and you’ll get more qualified local shoppers hitting your website and your floor.

Content Strategy That Doesn’t Suck

Yes, you need social media.

But no, you don’t need to be funny, viral, or overly polished. You just need to be consistent and show your personality.

Here’s what works:

• Highlight your customers, your team, your events

• Talk about the lifestyle you sell (not just the machines)

• Start videos with clear, local hooks like “Hey Phoenix riders…”

You’re not selling vehicles. You’re helping people recreate. Your content should reflect that.

The CRM: Not just a place to log customers

If your CRM isn’t set up to receive and label all the different types of leads from your website, social ads, Google campaigns, and trade tools, you’re just collecting noise.

Segment your leads:

• Trade-in leads (should be routed to a special process)

• Phone-ups (should be tracked while on the phone with customer)

• Finance apps (need faster, qualified attention)

And yes, use something like MotoHunt.com's marketplace should be treated like a 3rd party classified site that sends leads, calls and clicks to you as well.

Takeaway

If you’re serious about selling more motorcycles, UTVs, or ATVs this year, start with these 4 items when it comes to digital:

• Audit your website for real calls to action and try to map out the customers journey

• Update your Google Business Profile with correct category, photos, and review responses

• Use a follow-up process built for speed and personalization with every customer

• Track leads separately by type and source to know what's working.

Looking for some agency help to maximize your Google & Meta marketing spend? Talk to our team today for some extra tips here.