General Manager Mike Hills doesn't remember what Acton Toyota was like before it launched its dealership Web site in the 1990s.
Without its evolving Internet business, "we would be a shadow of what we are today," Hills says.
Now the Boston-area dealership is expanding its online influence with multiple Web sites, each designed to promote different parts of its business.
Acton Toyota in Littleton, Mass., has two "microsites" in addition to its primary dealership Web site, ActonToyota.com. One promotes vehicle service contracts and the other promotes special no-money-down leases. The dealership is launching a third microsite to promote service and parts.
The sites are relatively inexpensive to develop -- as little as $2,000 -- and the dealership says the sites are generating substantial business. The sites are hosted by Dealer.com.
"You can have individual pages on your Web site that have the same content, but a microsite helps you show up stronger in searches," says Hills. "The subdomains link back to the main Web site creating traffic for the dealership site as well."