Creating original, compelling website content is challenging for every hotel, and it may feel as times like an overwhelming task. Fortunately, we’ve got the experience and the expertise to help give your website a facelift!
NB: This is an article from Net Affinity
Your website is one of the first touchpoints for potential guests and can have a lot do with how you are perceived initially. Because of this, it’s crucial to pay attention to every element of your hotel’s website content. It can after all, have a huge impact on people’s decisions as to whether or not to book with you.
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Telling a story is as important as getting all the must-have pieces of information together. Covid has taught us how important experiences are to potential guests. By selling your hotel as an experience through content, you’re much more likely to succeed in relation to engagement and conversion. With this in mind, here’s some advice on creating and marketing excellent content.
1. (Customer) knowledge is power
Knowing who your audience are is key to the success of any online seller. When you know who your audience is, you can aptly tailor your content to suit your various guests, which will give you a much better chance of increasing conversions.
Before beginning to write or edit your website’s content, research your hotel’s guests and target the demographic or demographics who most regularly engage with your website. This will empower you with a better idea of the kind of content to focus on and develop, whether it’s for families, retirees, couples etc.
Once you have identified your key markets, you need to actively generate online content that will engage with the right people via your social channels and website with the goal of increasing conversions.
2. Each piece of content should have a focus
When planning new (or updating existing) website content, designate one topic per page of content. This will mean your potential guests will be able to engage more easily with your website and understand the message each specific page is giving them.
When in doubt, grab a random third party and give them a few seconds to look at the page – can they easily decipher what it’s all about? If not, rework it.
By breaking out topics into main pages and subpages, your guests will be equipped to navigate your website smoothly, and in turn, they will spend more time on it. This will also boost your search ranking overall.
a. Use keywords throughout page to emphasise the main point of the pages
b. Make sure any visuals used are the right ones
c. Keep things simple
d. Be personal, level with your readers. Use words that are inclusive, such as ‘your’ and ‘our’, to engage people. These small things help to build a relationship between guests and your hotel.
3. Invest in video content
The power of video has only increased over the last few years. Video can help to create and tell an emotive story and give your guests a better idea of your hotel and the overall experience they could have there.
55% of all internet users watch videos daily, while 78% watch videos weekly.
Keep your video content short and sweet: you want to capture people’s attention in the first 3 seconds before they move on to the next post. As this experiment by Wishpond shows, only 25% of viewers watched the full video, and the average viewing time was just 14 seconds.
