Journal
Practical writing on speed, search, accessibility, and getting off the vendor treadmill. Written for principals, GMs, and marketing directors who read.
AI answer engines are already sending shoppers to competitor lots that structured their pages for it. The good news: the fixes are boring — schema, freshness, and a llms.txt file. The bad news: your incumbent platform can't ship them.
Read the post →Overlays don't stop ADA lawsuits — plaintiffs' firms have named them by product in filings. If your site has any of these three tells, the widget is generating evidence, not compliance.
Read the post →Every dealer platform subscription has an exit clause. Read all seven of them side by side — Dealer.com, DealerInspire, DealerOn, Sincro, DealerFire, CarsForSale, and Zoomshop — and see what you keep, what stays with the vendor, what fees the door costs, and how long you're locked in.
Read the post →The relationship between page load time and bounce rate is well documented across e-commerce, but automotive-specific data is thinner. We pulled Core Web Vitals for 40 California dealer sites and modelled the shopper impact. The number is worse than most GMs assume.
Read the post →Every "used {make} {model} in {city}" combination that has cars on your lot is a search someone is making. Most dealer platforms serve one inventory page for all of them. The math on what that leaves on the table.
Read the post →Franchise platforms sell templates. Marketplace-tied builders sell one template. The economics of both pushes toward look-alike design — which pushes shoppers toward whoever's cheapest. A different way to think about it.
Read the post →15 minutes. Your inventory. A live demo.