19 Jun 2008 |
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In this article, we discuss some ideas how to increase the number of site visitors that make bookings... If you are looking to increase the number of visitors to your bed and breakfast or hotel accommodation then following our SEO analysis framework for on-site factors, for some tips to improve your search engine rankings is a great place to start. Having done that here are a few ideas we have come up with to improve the number of bookings your website receives. A call to action - guiding your users around your bed and breakfast websiteHaving a complete website, with all the information your guest could need, neatly organised and navigable is a great start to a successful online presence. But have you considered how you should be guiding your users through your site? Each website will have a particular page that shows off their unique selling point. Ensuring these pages are viewed by your visitors should be a primary concern. One way to do this is to instruct your users what to do. Having a menu list of your pages is great, but there is still scope to include links within your content. Examples might include 'click here to see our beautiful views from our rooms', 'find out why your should stay with us' or 'relax in our spacious guest rooms'. These 'call to actions' instruct your users to click on the links and see your page that has your USP. Ensuring users see this page increases the likelihood of a booking. Focus on your 'goal' of getting a bookingThe website, being your text, links and images, should all point towards your 'goal' that you set for your website. In the case of bed and breakfast, this would be making a booking enquiry. Does your information encourage users to come and stay with you? There is a big difference between a 'Local Attractions' page and a page that is '5 reasons why you should stay in this area', even though they may have similar content! Care and attention should be paid to every part of your website. Be sure to provide enough opportunities for your guest to make a reservation - strategically placing a link to your booking or enquiry form on each page is an absolute must. Persuasive anchor text will also increase the likelihood of a booking. Consider the difference between 'click here to contact us' and 'click here to escape to this stunning part of the country' - or 'Email Us' and 'Book your relaxing stay in our beautiful rooms now'. Add urgency to your marketingThe use of the imperative also adds a sense of urgency to the user. With lots of competition available, you want to ensure the user books while they are on your site, and doesn't look elsewhere. Ensuring your site contains text such as 'book now to avoid the summer rush', or 'take advantage of our special promotion now', forces the user into a decisions whether to book or not. This sense of urgency will likely increase the number of enquiries you have.  Good images and photos increase bookings!In another article we discussed the importance of good quality images and photos to promote your bed and breakfast. Images can't lie! Descriptions are important, but because most users quickly scan your pages ensuring you have great images to sell you property is key - guests are also sure of what standard of room they will be receiving. Be aware of user's different browsers and monitor resolutionsWith an increasing number of browsers available for internet surfers (IE6, IE7, Camino, Firefox, Safari...), ensuring that your website displays correctly is crucial to avoid alienating certain users. Nothing makes someone leave a site quicker than if say the menu systems does not load correctly, or text is incorrectly displayed or aligned making the page illegible. The same ideas apply to monitor resolution, if a page becomes difficult or clumsy to navigate as it too large for older monitors using lower resolutions, users will quickly leave. Thoroughly testing your website on different platforms is an essential step in designing your website to maximise its use. W3's CSS validator and HTML validator are a great place to start. Browsershots is another useful site - it enables you to see what your site looks like in different browsers and resolutions. You have to wait a few minutes, but the service is free! Inspire Trust in your bed and breakfast
Ensuring your visitors trust your company is key to increasing visitor numbers. Here are a number of ideas that we have come up with to help inspire trust in your bed and breakfast:
We hope you find this list useful! Do you have another suggestions to increase occupancy rates for bed and breakfast? Comments (2)
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