How to write optimised vehicle listings

A good vehicle listing doesn't just state a car's specifications; it should help a potential buyer quickly understand why the vehicle is worth looking at, answer the questions they are likely to have, and give them the confidence to take the next step.

All used cars are individual cases. Even those with the same make, model, and features will differ in mileage, history, condition, equipment, and ownership records.

An effective vehicle listing should focus on the car for sale rather than simply listing its specifications or using generic sales material.

Start by thinking like the customer

Before you write about a car, picture what it would be like to find it for the first time.

Before deciding to ask questions or arrange a viewing, what would you like to know?

Typically, that might include:

• What is the specification?
• What distance has it travelled?
• What equipment does it have?
• Can you tell me about its service history?
• How many previous owners has it had?
• What condition is it in?
• When is the MOT due?
• Does it have two keys?
• Has any work been done recently?
• Are there any marks, damage or other issues I should know about?
• What is it that makes this car different from other vehicles of a similar type?

You don't need to answer every question in detail; the goal is to make the important information easy for the customer to find and help them understand the car.

Start with the most important information. Since customers usually browse listings rather than read every word, the first section should quickly tell them what the car is and highlight its main selling points.

For example:

The 2022 Volkswagen Golf 1.5 TSI R-Line with 32,500 miles, finished in Deep Black Pearl and comes with a good range of features, including heated front seats, adaptive cruise control, parking sensors, and a reversing camera. It has a complete service history and has recently been looked after by our workshop.

This approach gives customers helpful details about the exact car for sale right away.

Compare that with:

Here at ABC Motors, we are delighted to offer this fantastic Golf R-Line. It is a superb example and comes with a great range of features. Call today to avoid disappointment!

This sounds like an ad and doesn’t really tell the customer much about the car itself.

Keep the description about the vehicle

A common problem with dealer-written descriptions is that they focus too much on the dealership and not enough on the car.

It's common to see descriptions containing statements such as:

“We are a family-run business with over 50 years of experience and pride ourselves on providing excellent customer service. We have a constantly changing selection of quality used vehicles and are committed to making your car-buying experience as enjoyable as possible.”

There’s nothing wrong with these statements. They work well on an About Us page or dealership profile, but they don’t answer customers' questions about a specific car.

The same applies to phrases such as:

• Fantastic example
• Superb vehicle
• Must be seen
• Don't miss out
• First to see will buy

Using this kind of language now and then is fine, especially if it’s mixed with useful details. The problem is when it fills up the description without giving real information about the car.

Keep dealership information relevant

Only include information about the dealership in the vehicle description if it helps a potential customer in making a buying decision.

For example:

• “The vehicle has recently been serviced by our manufacturer-trained technicians and has had four new tyres fitted.”

This is helpful because it tells the customer how the vehicle has been prepared, or…

• “This vehicle has been prepared by our workshop and comes with two keys.”

This describes what the customer might buy.

• “We've been selling cars for 50 years"

This only describes the dealership.

Make every description specific to the car

If you have several examples of the same model in stock, it can be tempting to use the same description for all of them. However, those differences in vehicles are often exactly what customers need to know.

A car could have 25,000 miles, one prior owner, and a full-service history, while another one could have 48,000 miles, three previous owners, and a panoramic roof.

Those differences should be reflected in the descriptions.

Don't just list the specifications

Another common approach is to copy a long list of equipment into the description:

Air conditioning, electric windows, alloy wheels, central locking, cruise control, Bluetooth, parking sensors...

If the information is already included somewhere else in the listing, then there is little value in repeating it. Instead, highlight the features that are particularly relevant and, where appropriate, explain their benefit.

For example:

“The R-Line specification gives this Golf a sportier look, while adaptive cruise control, heated seats and the reversing camera add useful features for longer journeys and everyday driving.”

This gives the customer context rather than simply repeating a specification sheet. It's not necessary to go into details about every feature; instead, concentrate on the parts that are unique, desirable, or especially relevant to the vehicle and its typical buyer.

Be honest about the condition

A vehicle description must provide the customer with a realistic idea of the vehicle they are purchasing.

The phrase "excellent condition" doesn't say much, since everyone interprets that differently. Be more specific where appropriate.

“The bodywork is in good condition for its age, with only minor cosmetic marks. The interior is clean and well presented, with some light wear to the driver's seat bolster.”

Being upfront sets realistic expectations before customers make contact or travel to the dealership.

Include the details a customer would normally ask

Think about the questions a salesperson would normally answer during a conversation.

For example:

• Has it got a full-service history?
• How many keys are there?
• Has it recently been serviced?
• Has anything been replaced recently?
• Are the tyres in good condition?
• When does the MOT expire?
• Are there any cosmetic issues?
• Does it have any additional equipment or accessories?

Where this information is available, including it in the listing can save the customer from having to ask. It shows that the description was written specifically for the vehicle, rather than copied from a template or generic text.

Make the listing easy to read. A good vehicle description shouldn't feel like an essay.

Use:

• Short paragraphs
• Clear headings where applicable
• Bullet points where they make information easier to digest
• Plain English
• Specific information
• Consistent formatting
• Avoid large blocks of text
• Unnecessary repetition.

Remember that some customers may view listings on a mobile device, so make the description easy to scan.

Consider the whole vehicle listing

The written description is only one part of the customer's decision-making process.

They will consider it alongside:

• Clear vehicle imagery
• Price
• Mileage
• Specification
• Service history
• Finance information
• Warranty or aftersales information
• MOT information
• Location
• Dealer information

The description should add context rather than repeat information already clearly displayed elsewhere.

If the mileage, price, fuel type, and transmission are already presented as individual vehicle details, repeating them several times in the description offers little benefit.

Use the written content to provide the information and context that helps the customer understand the car.