Make it really easy for your clients to find you.
This may seem really obvious, but if your customers can’t find your website and once they find it, can’t find what they are looking for, it’s game over!
It’s vitally important to be found online using effective SEO (Search Engine Optimisation). All this means is that search engines like Google and Bing match the words typed by the customer return results that make sense. Effective SEO is a top priority.
Once the customer has found your website, make it really easy for them to find you and make contact. Make all your avenues easy to find, phone, email, online chat, instant booking capability, and provide exceptional service once they engage with you.
Your content should captivate
Writing the content for your website can be challenging, you have a very short time before your customer becomes disengaged. If you find writing difficult, try recording your story on your mobile phone and using Speakertext to convert to copy and then edit from there.
You can also effectively convey your message through video (we recommend a maximum of 3 minutes) these snapshots are great ways to tell your story. Remember videos don’t need to be perfect just authentic.
Images are also a great way to showcase what you do, keep your camera/phone handy to capture the moments. Your images should tell your story and don’t forget to adjust them seasonally. Show your target demographic in your shots. (target demographic is just a fancy way of saying the group of people you are likely to attract)
Ensure your website is visually appealing and functional
Nothing screams unprofessional more than an ugly website, except a website that also isn’t functional. You can offer the most amazing experience but if your website is visually unattractive and information is hard to find they won’t ever experience it.
Take the time and effort to get it right, and remember if you’re planning to engage in the Chinese market, they have very different requirements.
Give your customers what they are looking for
Write yourself a checklist and answer these 5 questions, who, what, how, where and when. Below are some examples.
- Who are my audience and what will they like about my business?
- What do I have to offer?
- What time am I open?
- What are the check in and check out times?
- How much does it cost?
- How will they find me?
- Where am I located and how do I get there?
- When are special events on?
- What is the best time of year to visit?
- What else can I do in the area?
- Where am I located?
- Where does the tour leave from?
Look at your website from your customer perspective
This is one of my pet hates, websites that are designed and written with a prior assumption of the customers knowledge. Just because you know that your destination is a certain distance from a capital city don’t assume a customer will. Don’t assume they know where your region is or how to get there. Yes, write your copy to suit your target audience but don’t forget a perspective. Maps are a good way to solve this.
Make it easy to book
Provide as many alternatives as you can, many consumers only book online and will go elsewhere if there isn’t this capability. Ensure that your tariffs are easy to understand and that the booking process is simple. If you are not in a position to provide instant confirmation, ensure that your manually processes are optimised, respond quickly to calls and emails .
Make your website mobile responsive
You cannot ignore the statistics, customers will be using their mobiles to access your website, so you need to ensure your website works on a phone and if it doesn’t ensure it is a priority. It really is as simple as that.
Summary
Make sure your customer can find you online and when they do they can find what they are looking for. Make the experience pleasant and showcase your business with great content. Answer their questions and make yourself available to secure the booking and finally ensure it works on a mobile device.
