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Everything previously mentioned is vitally important, number and quality of pictures, custom content, etc. I do feel however in the age of mobile we need to look at a "less is more" proposition, especially on the home page of our mobile sites. Customers come to a car dealers website to look for a new or used car or to look at service coupons and to schedule an appointment. So on our mobile sites lets make it easier for them do those things from the homepage. Yes, we can be a bit more creative on the desktop versions of our sites but I believe that the mobile sites needs to get them where they want to go as quickly as possible.