Stop paying AutoTrader
for leads on inventory
you already own.
Independent dealers pay per listing on platforms that own the customer relationship. A custom WordPress site with a filterable inventory system builds something those platforms can't give you: a searchable, rankable, OMVIC-compliant web presence that belongs to you.
OMVIC all-in pricing compliance built in. The Ontario Motor Vehicle Industry Council actively monitors dealer websites for all-in pricing violations. Every vehicle listing I build displays the all-in price correctly — no hidden fees, no OMVIC fines waiting to happen.
on every listing
Live inventory demo
Filter by anything.
Updated by anyone.
The inventory is managed entirely through ACF custom fields — no code, no developer calls. Add a vehicle, upload photos, enter the specs, set the price and status. It appears on the site immediately, filterable by make, body type, price range, and availability. Try the filters below.
What most dealer websites get wrong
Paying to compete on
someone else's platform.
Most independent dealers have fragmented digital presences — a Kijiji listing here, an AutoTrader listing there, a basic website that hasn’t been touched in years. Each listing fee is paying for exposure you don’t own. A strong website changes the equation.
Paying per listing on platforms you don't own
AutoTrader, Kijiji Autos, Cars.com — these platforms charge per listing, control the customer relationship, and can change their pricing at any time. A well-ranked dealer website with its own inventory system reduces dependence on paid platforms and builds an asset that compounds over time.
OMVIC non-compliance on pricing
All-in pricing is a legal requirement in Ontario — the price displayed must include all fees payable by the buyer. OMVIC actively monitors dealer websites and issues fines for violations. Documentation fees, admin charges, and other add-ons that appear only at closing are non-compliant. Every listing on every site I build is structured correctly.
Inventory photos that hurt rather than help
Inconsistent photography — different phones, different lighting, different angles — makes a dealer's inventory look chaotic even when the vehicles are excellent. Professional photography guidance and consistent templates for how each vehicle is photographed is included in the build as a guide.
Invisible in local search
"Used Toyota near me", "used SUV North York", "certified pre-owned Honda Toronto" — these are searches buyers make before they ever visit a lot. Most independent dealer websites don't rank for them because they haven't been structured for local SEO. Individual vehicle pages and proper local structure change this.
No trade-in funnel
Most independent dealers rely on walk-ins for trade-ins. A trade-in valuation form on the website — capturing make, model, year, mileage, and condition — generates warm leads and frames the conversation before the customer arrives at the lot. It's one of the highest-converting lead generation tools available to a used car dealer.
No financing inquiry path
A large segment of used car buyers — especially for higher-mileage vehicles — are financing-first shoppers. "Bad credit car loans Ontario" is a high-volume search. A financing inquiry form that captures buyer details and signals to lenders is a lead source most independent sites completely miss.
OMVIC advertising standards
All-in pricing is the law.
Most dealer sites get it wrong.
Ontario’s Motor Vehicle Dealers Act requires that the advertised price of a vehicle includes all fees, charges, and amounts that will be payable by the buyer — with very limited exceptions. OMVIC monitors dealer websites actively and issues fines and compliance orders when violations are found.
Most independent dealer websites either don’t know these rules or have listings that predate them. Every vehicle listing I build is structured to comply from day one — because a fine from OMVIC is a problem that didn’t need to happen.
What non-compliance actually costs
OMVIC can issue compliance orders requiring immediate correction, administrative penalties, and in more serious cases, can initiate proceedings that put a dealer's registration at risk. Beyond the regulatory exposure, non-compliant pricing that surprises buyers at closing damages trust at the exact moment it matters most.
Every vehicle listing displays the all-in price — the actual amount the buyer will pay, inclusive of all fees the dealer charges. HST is shown separately as is standard practice (it's calculated based on the buyer's trade-in, so can't be fixed in advance). No hidden charges. No surprises at closing. Compliant and clear.
Own your inventory, own your leads
AutoTrader takes money.
Your site builds equity.
Third-party platforms serve a purpose — they have audience. But they own the customer relationship, they set the prices, and every lead you generate there is a lead that didn’t come through your own site. A well-built, well-ranked dealer website reduces dependence on paid platforms over time.
This isn’t an argument to abandon AutoTrader. It’s an argument to build something alongside it that compounds value instead of consuming margin.
What's included
Built to sell cars.
Owned by you.
Every element chosen because it either generates leads, builds buyer trust, or satisfies an OMVIC compliance requirement. Nothing generic, nothing that requires a developer call to update.
The website build
- Custom WordPress theme — distinctive brand, not another AutoTrader clone
- OMVIC registration number and all-in pricing — correctly and compliantly displayed on every listing
- Filterable inventory system — ACF-managed, filterable by body type, make, price, mileage, and availability
- Individual vehicle pages — full specs, multiple photo gallery, VIN, Carfax link, all-in price
- Sold/available status management — updated in seconds, no developer needed
- Finance inquiry form — capturing buyer details and financing interest as a lead generation tool
- Trade-in valuation form — capturing make, model, year, mileage, condition before the buyer arrives
- Finance calculator — embedded payment estimator on individual vehicle pages
- Google Reviews integration — social proof for converting cold search traffic
- Lot hours, address, and directions — prominent on every page
- Photography guidance — consistent shot list and staging tips so every listing looks professional
- Local SEO — structured for make/model/location searches from day one
- Mobile-first — built for buyers browsing inventory on their phone
- AODA compliant where applicable
Ongoing care (monthly)
- Managed WordPress hosting on enterprise infrastructure
- Daily off-site backups with one-click restore
- Security monitoring, firewall, and malware scanning
- Plugin and core updates — researched and tested before applied
- Performance monitoring and Core Web Vitals upkeep
- Uptime monitoring — immediate response if anything goes down
- Content support — new inventory templates, lot updates, seasonal promotions
- Emergency response — fast turnaround if anything breaks
Optional: inventory feed integration with DealerSocket, vAuto, or CSV import — so your website inventory syncs automatically with your dealer management system. Available as a premium add-on.
Specialist sub-niches
Some dealers need
something more specific.
The independent dealer market isn’t uniform. Classic car dealers, EV specialists, and bad credit financing specialists all have distinct content needs and buyer audiences that a generic dealer site doesn’t serve well. Each gets a different build.
Dealers specialising in classics, exotics, or specific marques sell to a completely different buyer — often national, research-intensive, and willing to pay a premium for a seller who looks as serious as they do. Rich vehicle history sections, condition reports, provenance documentation, and photography that does justice to the car. Higher margins, higher buyer expectations.
EV buyers research heavily before purchasing — range, charging infrastructure, incentives, and total cost of ownership. An EV-specialist dealer site needs dedicated content on Ontario and federal EV incentives, range calculator tools, charging network information, and clear specification comparisons. The content investment is higher; so is the buyer's lifetime value.
"Bad credit car loans Ontario" is one of the highest-volume used car search terms in the province. Dealers who specialise in second-chance financing have an underserved search opportunity — most don't have a site that explicitly speaks to this buyer or has landing pages structured for these specific search terms. The buyer is motivated; the site needs to meet them where they are.
How it works
Fast to build.
Easy to manage.
Tell me about your lot
Share your inventory size, specialisation, location, and what your current web presence looks like. I'll ask about your OMVIC registration, DMS system, and whether you want a CSV/feed integration.
I propose and scope
Clear scope, timeline, and fixed price — presented simply. I'll flag the CDAP grant if you haven't explored it; independent dealers qualify and website costs are eligible.
We build the inventory together
I build the system; you populate your current inventory. I'll train you on adding and updating vehicles — it takes about five minutes per vehicle and requires no technical knowledge.
Launch — and start ranking
Submitted to Google Search Console on day one. Each vehicle page becomes a search-indexable asset. Hosting, maintenance, and support ongoing — your inventory system stays fast and current.
Ready to own your leads instead of buying them?
A quick conversation is all it takes. I'll review what you have and come back with a clear picture of what's possible — and a scope you can approve without a committee.
Start a conversationSelling something the generic templates can't do justice to?
Classic cars, collector vehicles, EVs, and financing specialists each need a different approach — different content, different buyer, different site. I build these too. Let's talk about what makes your inventory unique and build around that.
Talk about your dealership