Top 12 Components of a Winning Travel, Tour or Destination Website
It will be your best booking channel; in fact a recent Rezdy survey found that for many tour operators their website is their best source of bookings Click To Tweet. But just having a beautiful website won’t increase your bookings, your website needs to tick certain boxes in order to entice your customers to book.
If you’re just getting started; make sure you pick a great hosting provider and an easy-to-use WordPress theme to get you off to a great start.
Plus make sure your website encompasses these 12 elements.
These are the top 12 elements of an effective travel, tour or destination website:
- Appeal to all buying personalities and personas
Within your target audience you will have a number of different personas and personalities, it is important to understand what is important to each of these people and to know your customer in order to target them effectively. It is a good idea to map these out download our buyer persona guide and template here to help you.
- Make it simple, professional and mobile friendly
First impressions are important. Your website needs to be easy to navigate and understand, imagine the least tech savvy person you know and design it for them, make it fool-proof. It must also look professional and reflect the quality of your business, products and services. 30% of direct bookings are made on a mobile device and the rate is increasing 1% each quarter. For customers using mobile devices and for search engine optimisation your website needs to be mobile friendly, design it with mobile in mind first.
- Have a booking engine
There are some customers that will just want to book, they’ve viewed your website, read reviews and they don’t want to waste time. You need to make it as easy as possible for your customers to book with you, if you don’t they will book with a competitor or through another website, losing you money or reducing your profit margin.
- Use photos that people can envisage using as their profile picture on Facebook
It may seem silly, but this is society nowadays. Customers love a good photo for their social media profile, show a couple of perfect profile pics on your site.
- Have a comprehensive and easy to find FAQ section
Some customers invest a lot of time in online research before making a purchase, ensure you have a comprehensive and easy to find set of frequently asked questions on your site to preempt any queries your customers have.
- Never use photos from a cloudy or less than perfect day
Sometimes it’s hard for those of us working in tourism to remember those dreary days of sitting behind a desk or at school dreaming of our next holiday. Customers want to visualise themselves at their destination in all its perfection.
- Show photos through the eyes of the customer, not just photos of customers enjoying themselves
Photos of customers enjoying themselves look great but what is better is to show prospects what they will see and experience through the eyes of other customers. It will let them know what they are going to experience and entice them to book.
- Use a professional to take photos or get a really good camera
Professionalism is important and a photo speaks 1000 words. The internet is highly visual and images are a powerful tool to communicate with customers. Use real, professional photos of your product to create trust.
- Show credibility and social proof
85% of customers read up to 10 reviews before they trust a business, use reviews and testimonials on your site to build trust. Show prizes, awards, industry memberships, expertise and experience to show credibility. Seek media mentions and take advantage of celebrity visits to your destination or tour.
- Directly address customer’s fears early and frequently
Some customers are hesitant, they will always think about the ‘what if’. Comfort these individuals by confronting their fears head on. May be they’re worried about how suitable the trip will be in bad whether, or if their children will be catered for
- Give the key details upfront and obviously such as; price, inclusions, date availability, location, departure location, etc.
Ever received a call or email from a prospect asking for information that is already on your website? Give all the necessary detail that a customer wants to see clearly at the top of the page.
- Give detailed descriptions further down the page for those who are scrollers and need long descriptions
You need to deliver the key information about your tour, package or destination up front but some customers will want to read the full details so present these further down the page in an attractive format.
Well there you have it, all the components your website needs to have in order to be effective and win you more customers.
Need a website that will get you more bookings? Contact us to see how we can help.
Related Tags: Marketing in Travel and Tourism