By Jared Zimlin, Director of Business Development, Elite Recreational Finance, an MRAA Education Champion
With more boat buyers beginning their journey online — and 65% of them using financing to purchase their dream boat — what’s one simple shift you can make today to dramatically increase both your online visibility and finance penetration?
It all comes down to the words you use.
In a crowded digital space filled with pay-per-click ads, manufacturer websites, multi-listing platforms and financial institutions, your dealership can still stand out. The key is aligning your content with what your prospects are actually searching for — and optimizing it for search engines.
Here’s How to Make That One Simple Shift:
1. Use Specific Anchor Text and Keywords
Generic links like “Financing” no longer cut it. Be intentional with your language.
- Use terms like “Boat Financing” instead of just “Financing.”
- Search engines rely on link text, buttons and headings to understand your content. Including “boat” clarifies your niche and boosts SEO relevance.
2. Display Payments on Every Listing
Buyers who plan to finance think in terms of monthly payments — not just sticker prices.
- Highlight estimated monthly payments on each listing.
- Educate buyers: many don’t realize boat loan terms can extend up to 240 months, far beyond typical auto or personal loans.
- A lower monthly payment can make a high-ticket boat feel more attainable.
3. Offer a Boat Loan Calculator
A built-in calculator empowers buyers to explore affordability based on their budget, down payment and interest rate expectations.
- Clearly label it as a “Boat Loan Calculator” to match search intent.
- When buyers see they can afford more than expected, they often upsell themselves.
4. Align with Search Intent
Think like your customer. What are they typing into Google?
- Use high-intent phrases like “Finance a Boat,” “Boat Loan Calculator,” or “Apply for Boat Financing.”
- Mirror these phrases in your buttons, links and headings to improve click-through rates and SEO.
- Avoid vague terms like “Loan Calculator” — you’ll get lost among mortgage and auto loan tools.
5. Improve Accessibility and User Experience
Clear, intuitive navigation benefits both users and search engines — and creates more opportunities to educate and convert.
- Place a “Boat Financing” button on every unit listing and prominently at the top of your site.
- Link to a dedicated financing page that includes:
- Information on National Marine Lenders and local banks
- Details on finance products like Extended Parts Protection, GAP, Towing Services and Pre-Paid Maintenance
- Avoid burying financing info in the footer — it’s easy to miss and adds little SEO value.
Additional Recommendations:
- Use High-Intent Phrases. Incorporate these targeted terms throughout your site:
- Boat Financing
- Boat Loan Calculator
- Finance This Boat
- Get Boat Financing
- Apply for Boat Financing
- Boat Loan Payment Calculator
- Extended Service Contract, Extended Warranty or Extended Coverage
- Work With a Knowledgeable Website Developer
- Follow their guidance in properly placing key words and links
- Access web resources from MRAA Partners
Bottom Line: One Simple Shift = Big Impact!
These small, strategic changes can make a big impact — helping more buyers find you online and take the next step toward financing their dream boat.
About the Author
Jared Zimlin is the Director of Business Development, Elite Recreational Finance, Education Champions with MRAA. He draws upon his two decades of business development experience solving problems for manufacturers, distributors and dealers across multiple industries with comprehensive retail finance, equipment finance and inventory finance solutions. A University of Florida alum, Zimlin is an avid cyclist and Club President of Gearlink Racing Inc.
