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Web Design
Better landing pages make for better rates of conversion, giving hoteliers a gratifying method of generating more revenue for their establishments. Yet designing a great landing page can seem a complex task, and often requires asking yourself some important questions to make sure you get the best out of your hotel’s digital capabilities. If your direct bookings aren’t what you would like them to be and bounce rates are much higher than you’d prefer, it could well be time to revisit your landing page design and structure. Ask yourself these questions to build a better page and generate more room reservations.

What’s the function of a hotel landing page?
Whilst scoring more bookings is your ultimate goal as a hotelier, your strategy must be comprised of many different methods of reaching this profitable end. This involves driving qualified traffic to your website and then providing them with enough information and content to make that all important booking. Pages with the sole focus of driving up your direct bookings are referred to as landing pages. They are built with the aim of capturing customer information, and their simple, straightforward function makes them incredibly effective. Whilst your entire website might be built for any of your hotel guests, landing pages benefit from a narrower focus within your hotel responsive web design. When created in the right way, landing pages can drive up direct bookings by providing:

  • Targeted leads with a vested interest in your hotel – they’ve already willingly provided contact details.
  • Handy customer insight – whether via their enquiry, booking information or contact info.

Website design
Creating Great Landing Pages
Whether seeking to create a landing page for the first time or renewing your existing strategy, you need to ask yourself about the following key elements: 

  • Does your headline appeal to your buyer personas?
Writing a great headline is about more than just enticing copy or grandiose offers – it’s about crafting something which suits your target audience and meets their requirements. As a general rule, keeping headlines short and conversational is a good strategy, whether using a testimonial, cliffhanger or outright buyer proposition or benefit to draw in hotel guests.

  • Does your call to action (CTA) stand out?
Your call to action button should stand out and be immediately visible, prompting your customers to action. This is quite achievable simply by centralising it on the page, adjusting the size or colour of the button or altering the CTA copy to something more appealing.

  • Is your landing page copy benefit-driven?
It’s important to convey to your visitors precisely *why* they should follow through with the action they are being prompted to by your hotel landing page. Consider your visitors needs and how you can best meet them through your web design for hotels as a guide to creating the best possible landing page for your establishment.
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Web Design
Should you feel – or you know – your website isn’t delivering as it should for your hotel than it’s clear it’s time to make some changes. A new design? A new booking engine? New content? Or a complete overhaul and whole new website? If you’re ensure how exactly to proceed, but know you need to do something; read on…
 
What’s the role of your website?
Before drawing up a plan for any drastic alterations to your site, it’s important you establish what your business actually has to get out of it. For an independent hotel, it’s fundamentally pretty simple (but something you need to bear in mind all the way along the process); your site is your business’s point-of-sale – effectively its cash register. If your hotel’s not part of a chain, the website’s primary aim is to produce direct bookings. To that end, it needs to fulfil that basic function and, to aid that, support and integrate with all your other marketing efforts – organic search, social media, review management and, of course, all offline marketing.

Website Design
 
How to increase conversions?
So if you are looking to make changes to your site (design alterations, migration or mobile-optimisation, for instance), pretty obviously they should be implemented to boost revenue through improving booking conversions. How to go about this? You need to ask yourself further questions. Does the site need better content, either copy (more informed, persuasive and keyword-rich text for SEO) or visuals (imagery and video of your hotel’s exterior, interior, rooms and the local area)? Does it require functionality to integrate social content from the likes of Facebook and Twitter (via social plug-ins or other tools)? And what about the customer booking journey? How easy and efficient is that for the user? How good is the booking engine you’re relying on?
 
How’s the site currently performing?
Heavily related into the above point is finding out how well the site is currently performing and understanding why this is the case, so you can prioritise areas for improvement. Google Analytics is a big friend here. You should deploy it to check the rate for unique visitors (say, each month – it should be under 40%); how long users are actually spending on your site; the quality and efficacy of your content’s keywords and what they’re delivering for organic search and, tied to this, how many user visits are actually down to organic search.

Finally, make sure you’re aware of your site’s device breakdown; that is, how many visitors are accessing it from desktop/ PC and how many from mobiles/ tablets. With handheld devices slowly beginning to dominate online usage, the need to appeal more and more to such users is tantamount. Is your site mobile-optimised? If not, it’s surely time to put that right. You’ll find an agency such as Digital Hotelier is expert at creating a properly mobile-optimised web design for hotels.
 
Inventory and analytics FTW!
Once you’ve planned your website redesign and/ or improvements and implemented them, it’s time to go live. However, before that, you need to ensure you can measure your new site’s performance. For this, you should make sure a site (or road) map is created, including every page of the site; an inventory of all its pages, images, videos, blog posts and all other copy. Again, Google Analytics is key here. It’ll help you work out from the off which pages are performing best and which not, so you can keep tabs on them all and make tweaks  from this point on.
 
Be sure to benchmark improvements
Finally, be methodical and organised when it comes to your approach to future improvements. This means ‘benchmarking’ them for the likes of SEO, duration of site visits, bounce rates and completed bookings. To that end then, it’s worth pointing out that, of course, a website is never finished; it’ll always require improving and altering in line with the evolution of digital technology and changes in the hotel industry.
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