Dealer websites are stuck.
OEM templates, locked platforms, frozen forms.
Most dealers don't own their website. They rent it from a platform vendor who owns the templates, the inventory integration, and the forms. The platform is fast to launch and cheap to maintain. It is also slow to change, expensive to extend, and impossible to truly optimize.
We build the alternative: custom WordPress sites that you own and that your marketing team can actually edit.
Every site ships with the things
dealer platforms quietly leave out.
Core Web Vitals at launch
LCP under 2.5s, CLS under 0.1, INP under 200ms — measured against real dealer traffic, not lab tests.
- Hand-built theme, no page builder bloat
- Image pipeline + responsive srcset
- Edge caching + critical CSS
- CWV monitoring with weekly alerts
Real inventory integration
Every VDP is a native indexable page, not an iframe. Pulled from your DMS hourly, enriched, and 301'd when sold.
- Homenet, vAuto, DealerSocket, Reynolds, CDK
- VIN-decode enrichment for thin VDPs
- Auto 301 on sold-out vehicles
- Google Vehicle Listings feed included
WCAG 2.1 AA at launch
Audited automatically (Axe, WAVE) and manually (screen reader pass). No overlays — they fail in court.
- VPAT delivered at launch
- Quarterly re-audit included
- Screen-reader regression tests
- If a suit lands, we're on the call
Schema deployed sitewide
AutoDealer at the org, Vehicle on every VDP, FAQ on model pages, Review pulled from your GBP.
- AutoDealer org markup
- Vehicle schema with offers + VIN
- FAQPage on model + comparison pages
- Review + AggregateRating from GBP
Editable by your team
WordPress block editor + ACF. Your marketing team can change hero copy, swap photos, and publish specials without us.
- Block editor, no page-builder mush
- Custom blocks tuned to your brand
- Video training library included
- Documented workflows for every template
Conversion built in
Forms, CTAs, and lead paths tested before launch. Quarterly CRO program after.
- CRO-tested form library
- Server-side tagging for GA4
- Lead routing to your CRM
- Quarterly experiments after launch
Real WordPress. Real integrations.
No proprietary lock-in.
- WordPress · custom theme
- Advanced Custom Fields Pro
- Block editor + custom blocks
- Git versioned · CI/CD
- Homenet · vAuto · DealerSocket
- Reynolds · CDK · DealerCenter
- Custom DMS connectors
- Hourly enrichment pipeline
- WP Engine · Pantheon · Cloudflare
- Edge caching + image pipeline
- Server-side GTM
- Uptime + CWV monitoring
- GA4 · Search Console · GTM
- GA4 Consent Mode v2
- Server-side tagging
- CRM lead routing
The work, the load times,
and the conversion rates.
Tactical Fleet
Rebuilt from a leased platform onto a custom WordPress site with native inventory and a model-year content engine. Sold-unit attribution wired into CRM weekly.
Bentley Denver
Migrated Bentley Denver off the OEM platform onto a custom build with model-level VDP design. CWV greens at launch, brand-approved by Bentley HQ.
Century Motors
Replaced an off-the-shelf indie-dealer template with a custom WordPress site. Forms rebuilt for CRO; lead capture jumped immediately.
The 16-week dealer site build.
Predictable. Documented. On time.
- Step 01Weeks 1-2
Discovery and architecture.
We meet with sales, F&I, service, parts. We map your real customer journey, not the one on the OEM playbook. We design your information architecture, not a template selection.
Deliverables- Stakeholder interviews (6-10 sessions)
- Information architecture
- Inventory integration spec
- Brand audit + creative direction
- Step 02Weeks 3-6
Design.
Custom design across every primary template: home, model, SRP, VDP, location, service, finance, contact. Mobile-first, accessibility-first, conversion-first.
Deliverables- Hi-fi designs in Figma · all templates
- Component library (atoms, molecules, organisms)
- CRO-tested form designs
- Accessibility annotations per screen
- Step 03Weeks 7-14
Build.
Hand-built WordPress theme, integrated with your DMS or inventory provider. Schema deployed sitewide. CWV greens before staging review. Internal launch checklist with 120 items.
Deliverables- Custom WordPress theme · production-ready
- Inventory integration live in staging
- Schema deployed sitewide
- Accessibility + CWV audits passed
- Step 04Weeks 15-16
Migrate + launch.
URL mapping, 301s scripted, schema continuity, sitemap submission, GBP NAP confirmation, GA4 carry-over, organic rank monitoring. We launch on a Tuesday morning. We do not lose rank.
Deliverables- URL map + 301 script
- GA4 + Search Console + GTM migrated
- Sitemaps submitted + indexed
- Post-launch rank monitoring 60 days
- Step 05Month 5+
Optimize · CRO program.
Launch is the beginning. We run a quarterly CRO program on top of the new site: form labs, hero variants, navigation tests, and template iteration based on what users actually do.
Deliverables- Quarterly CRO program
- 5-7 active experiments per quarter
- User research playback every quarter
- Template iteration as needed
ADA. CARS. OEM. Privacy.
Handled at launch — not as an afterthought.
WCAG 2.1 AA at launch
Every site is audited automatically and manually before launch. We document conformance and provide a VPAT for your legal team to keep on file.
FTC CARS rule built in
Pricing and disclosure components account for FTC CARS language. Required disclosures appear next to price, lease, and finance copy as required.
OEM brand guidelines
Brand colors, logos, photography, and copy reviewed against your OEM's brand guidelines. Required compliance modules are built in for franchise stores.
Privacy & consent (GA4)
Cookie banner, IAB TCF where required, GA4 Consent Mode v2, server-side tagging. Attribution survives the privacy stack.
Two ways to build your dealer site.
Fixed starting price. No surprises.
Launch
Single rooftop that needs a fast, custom-quality dealer site live in about 30 days. The quickest path to a site you actually own.
- Headless Launch build
- Inventory feed integration · 1 provider
- Real indexable VDPs + Vehicle schema
- WCAG 2.1 AA at launch
- Migration plan + 301s
- Typically launches within 30 days
Custom WordPress
Single rooftop or a dealer group that wants a fully custom WordPress build. Starts on a 3-month timeline and scales with scope and rooftop count.
- Full custom WordPress build
- Custom design system + component library
- Multi-provider inventory integration
- Server-side tagging architecture
- Multi-rooftop / group architecture ready
- 3-month timeline · scales with scope
One-time build pricing covers design, development, integration, launch, and post-launch support. Hosting has multiple options and is provided during the project. Ongoing maintenance retainers start at $199/month. Migration off an existing OEM platform is included in all tiers.
The website questions
every dealer GM asks.
Real answers to the questions GMs and marketing directors ask on the first call. Anything we miss, get on the phone with us.
Related Services
Want a real audit of your dealer site?
Free. Three business days. Yours to keep.
A senior strategist and a developer audit your site for inventory integration, schema, Core Web Vitals, ADA conformance, conversion path friction, and migration readiness. You get a PDF with prioritized fixes and a quoted scope if a rebuild makes sense. No call required.
- Delivered in 3 business days
- Senior strategist + dev (not a tool)
- Migration plan included if applicable
- Yours to keep · no sales pressure