Dealer lead generation system

A Smarter, More Personalized Way to Generate Leads

At Internet Brands, we developed a new templated product for automotive dealers focused on generating higher-quality leads. The tool made it easy to create customized landing pages tailored to specific customer segments - building trust with potential buyers and delivering more value than traditional, non-branded generic leads. The goal was to improve conversion rates by making lead generation more targeted, relevant, and effective.

The problem

Dealers needed a better way to generate high-quality leads tailored to their specific offerings (new vehicles, used inventory, or financing) while staying within their set monthly marketing budgets. Existing tools lacked flexibility and personalization. We set out to pioneer a new approach to lead generation that felt more natural, relevant, and trustworthy to the customer.

my role

I was the lead designer on this project, responsible for both UX and UI design. I worked closely with product and marketing stakeholders to define requirements, map out user flows, and design a modular system that could support a wide range of dealer needs. I created all wireframes, designed the UI, and built out a flexible component library in Sketch to streamline collaboration and scale customization across clients.

Objectives

• Create a scalable, templated system for dealers to generate personalized landing pages

• Support a variety of marketing focuses including new inventory, used cars, and special financing

• Increase trust and relevance through customer-segmented content

• Improve lead quality and conversion rates across key demographics

• Minimize development lift by using modular, drag-and-drop page components

Target demographics

• Dealership owners specializing in new cars, used inventory, or special financing.

• Lead generation targets younger buyers aged 18–35 or individuals with lower credit, often searching for accessible auto financing options.

A dealer’s website can be a powerful lead generation tool…if customers actually reach it. Here are some examples of successful dealer sites built to capture organic traffic. Our goal was to create an experience that felt just as homegrown and trustworthy, but was fully managed on our end. This allowed us to optimize performance, experiment with content, and run SEM campaigns with flexibility, all while maintaining each dealer’s unique brand identity.

sample Dealer pages

Here are a few mockups I created for potential clients, showcasing examples of our customized landing pages. These illustrate the section-based modular design and demonstrate how personalized and brand aligned each experience can feel, within the templated system.

This project introduced a more modern and scalable approach to lead generation, moving beyond traditional industry methods. It created space for future experimentation, including soft lead capture and deeper personalization strategies. The modular system empowered internal teams to iterate quickly, while giving dealers new ways to engage a broader range of customers. It was a valuable opportunity to design for flexibility, reduce friction in the user journey, and deliver business impact through thoughtful UX.