Every rooftop. Every issue. Every fix — found in real time.
Custom Web Audits runs a comprehensive website audit on every rooftop — surfacing the technical SEO, page speed, accessibility, and content issues costing your dealership leads right now. Stitched together with reputation, local SEO, AI search visibility, a 10-category dealership review model, and Ask Earl — your dealer-savvy AI assistant.
How we compare to what dealers pay today
Most dealer groups already spend $60K–$200K a year on a stitched-together stack: one vendor for reviews, another for listings, a third for ads. We ship the equivalent product — with auto-specific category depth and AI search visibility — at mid-band pricing.
| Feature | Custom Web Audits | Reputation tools | DMS-attached modules | Ad / competitive tools |
|---|---|---|---|---|
| Comprehensive website audit (per rooftop) | ✓ Real-time fix list | — | ◑ Add-on / PDF only | — |
| Per-rooftop technical SEO + Core Web Vitals audit | ✓ Every rooftop, weekly | — | ◑ Snapshot only | — LP pages only |
| Schema / structured-data coverage (VehicleSchema, AutoDealer) | ✓ Tracked + flagged | — | — | — |
| Issue tracking over time | ✓ Tracked, comparable | — | ◑ DMS report | — |
| Page-speed regression detection ("the fix came back") | ✓ Continuous | — | — | ◑ LP only |
| Weekly backlinks refresh | ✓ Included | — | — | — |
| 10 dealership category buckets | ✓ All 10 | — Generic sentiment | — Not built for reputation | — |
| Network-wide rooftop leaderboard (multi-location) | ✓ Sortable per category | ◑ Per-store only | ◑ Per-rooftop reports | — |
| Sales vs Service separation | ✓ Per-rooftop | ◑ Partial | ◑ Department-level | — |
| F&I / paperwork tracking | ✓ Dedicated bucket | — | ◑ DMS-only | — |
| Listings & directory consistency scan (50+ aggregators) | ✓ Built in | ◑ Paid add-on | — | — |
| AI search visibility (multi-engine) | ✓ Included | — | — | ◑ Ad-context only |
| In-platform AI assistant (Ask Earl) | ✓ Dealer-savvy | — | — | — |
| Typical annual cost (20 rooftops) | Custom — book a demo | $48K–$96K | $120K–$288K | $120K–$360K |
Issues we surface on every rooftop, today.
The audit runs continuously and produces a prioritized fix list — not a 60-page PDF nobody opens. Every rooftop's fix list opens to the three things to do this week, ranked by revenue impact.
The 10 Dealership Experience Categories we Score
Every review is read, scored 0–100, and bucketed into the categories dealer customers actually talk about. Sales and service stay separated. Every category benchmarked against industry averages. Every rooftop ranked, every month tracked.
Sales Experience
Buying / leasing process, test drives, pressure tactics.
Service & Repair
Maintenance visits, mechanical work, recall handling.
Staff Professionalism
Friendliness, knowledge, attitude of advisors & cashiers.
Pricing & Transparency
Fairness, hidden fees, surprise charges, quote accuracy.
Communication & Follow-up
Responsiveness, status updates, callbacks, post-visit contact.
Wait Times & Efficiency
Appointment scheduling, time-to-complete, delays.
Financing & Paperwork (F&I)
F&I office experience, loan terms, contract handling.
Facility & Amenities
Cleanliness, waiting area, loaner cars, shuttle, coffee.
Vehicle Selection & Quality
Inventory variety, condition, listing accuracy.
Trust & Integrity
Honesty, no-pressure tactics, doing what was promised.
Real issues. Real fixes. Surfaced before customers find them.
Every rooftop's website gets a continuously-refreshed comprehensive audit — technical SEO, page speed / Core Web Vitals, accessibility, content quality, on-page health, broken links, schema, redirects. The output isn't a 60-page PDF nobody reads. It's a prioritized fix list ranked by revenue impact, so your team knows the three things to do this week.
Every issue is tracked over time: did the fix land? Did it come back? Did your page-speed improvement actually move the needle, or did your IT vendor just say it did?
Stop letting a 4.8 sales floor hide a 3.2 service drive
Most reputation tools report one store-level number. We separate Sales Experience from Service & Repair from F&I / Paperwork so a GM can see exactly where the rooftop is bleeding — and stop letting strong sales reviews paper over a struggling service department.
Are you showing up when shoppers ask AI assistants?
We track whether your rooftops surface when customers ask the major AI assistants the questions that matter — "best Chevy dealer near me", "cheapest oil change", "who has Tahoe in stock". Refreshed bi-weekly. Almost nobody in the dealer-reputation category ships this, and the shopping behavior has already shifted.
- Per-assistant visibility breakdown
- Google AI Overview ranking
- Competitive scan across the same queries
- AI keyword search-volume tracking
Your in-house GM, on call 24/7
Earl is a dealer-savvy AI assistant baked right into the platform. Ask him in plain English:
- "Which of my Inland Empire rooftops is worst on F&I?"
- "What are the top 3 audit issues across my network this week?"
- "Why did the flagship rooftop slip on service this month?"
- "Write me an email to the sales manager covering the three issues we should fix."
Earl has every rooftop's data in context — every category score, every audit issue, every trend — and answers grounded in your actual numbers.
Catch problems faster. Out-position every competitor.
Three more ways the platform puts you ahead — spotting feed problems the moment they appear, and showing exactly where you stand against competing dealerships on AI rankings and sentiment across every channel shoppers actually use.
The cars in your feed that never made it to your website
We watch your live website inventory against the feed your DMS is actually sending — side by side, in real time. Units in the feed but missing from your VDPs are shoppers you'll never see. Units already sold but still live are wasted ad spend and frustrated phone calls.
Roll it up across every rooftop and a dealer group fixes the systemic feed problems once, at the source — instead of hunting them store by store.
- Missing-online vs sold-but-still-listed, flagged instantly
- Broken down by make, model and trim
- Network-wide so groups fix the feed once for everyone
See exactly who's beating you — channel by channel, by OEM
Stack your rooftop up against every competing dealership in your OEM and geo — not just on SEO, but on AI rankings and real customer sentiment across Google, Yelp, Cars.com, YouTube, Reddit and more. See where you're winning and exactly where someone else is pulling ahead.
Every gap is a to-do: a thin channel points to a content opportunity, a low category points to a fixed-ops problem worth chasing down.
- Side-by-side scoring across every review channel
- Grouped by OEM so the comparison is apples-to-apples
- Surfaces content gaps and fixed-ops issues to act on
The searches your rivals win — and you don't
We watch the real searches shoppers in your area are running, then surface the exact phrases competing dealers rank for while you're nowhere to be found — each with the estimated monthly traffic it's quietly handing your rivals.
It isn't a guess about what to write. It's a ranked list of the demand you're already losing and the dealer taking it — plus the flip side: the phrases you already own where no rival outranks you.
- Real local search demand — not invented keywords
- Estimated clicks per month each phrase is worth
- The exact rival capturing each one
When shoppers ask AI for the best dealer, who gets named?
Shoppers increasingly ask ChatGPT, Claude, Gemini, Perplexity and Google's AI "who's the best dealer near me?" — across dozens of buying-intent questions. We run those questions and show how often each assistant names you versus the competitors you're up against.
Every result splits into where you're already winning — to defend — and where a rival is getting recommended instead. Those are the exact queries to go win back.
- Across ChatGPT, Claude, Gemini, Perplexity & Google AI — every major assistant included, no per-engine add-ons
- You vs your competitors over 40 buying-intent questions
- Win and opportunity lists down to the query and geo
you're #2 · Crossroads leads (#1)
you're #2 · Crossroads leads (#1)
you're #2 · Crossroads leads (#1)
Simple, per-rooftop pricing
Single-rooftop dealers start at $299/month. Multi-rooftop groups get custom pricing — book a demo for a quote.
- Reviews + sentiment + 10 dealership category buckets
- Listings + monthly trend chart
- Daily review refresh
- AI search visibility (bi-weekly)
- Per-category panels + rooftop rankings
- Weekly competitive scan + backlinks
- Weekly comprehensive website audit per rooftop
- PDF / PPTX deliverables
- White-label by default
- Everything in Growth, plus:
- Ask Earl AI assistant
- Custom reports + dedicated success manager
- SLA, API access, SSO
- Bi-weekly check-ins
- On-demand audit re-runs
See it on your rooftops in 1 Day
Tell us a few things about your group and we'll spin up a live demo on your actual locations — not a sample environment. No installation, no DMS integration.