In the digital age, a well-designed landing page can make the difference between a booking and a bounce. But despite its importance, many hoteliers still have questions about what a landing page really is – and how to use one effectively.
NB: This is an article from Net Affinity
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Here we’ll explore the top five most frequently Googled questions about landing pages, and share insights that will help you boost conversions, increase direct bookings and grow revenue.
What is a Landing Page?
A landing page is a standalone web page created with a single goal in mind – conversion. Whether that means getting users to book a room, sign up for a newsletter, claim a special offer, or make an enquiry, every element of the page is designed to encourage that action.
Unlike your homepage, which introduces your brand and offers multiple navigation paths, a landing page is focused. It’s accessible via a unique URL and used in targeted marketing campaigns like email, paid search, social ads, etc. – to drive measurable results.
A good hotel landing page should:
- Be created on your CMS and only accessible via a direct link
- Serve one clear purpose (e.g. book now, sign up, enquire)
- Be free from distractions or multiple calls-to-action
- Highlight a strong offer or benefit to the guest
How to create a landing page?
Creating high-performing hotel landing pages involves more than just design – it’s about messaging, psychology, and user experience. Here are the essential elements:
Headline
Your headline is the first thing your guest sees. Make it count. A strong headline grabs attention, speaks to a specific audience, and promises a clear benefit.
Tips for writing powerful headlines:
Speak directly to your ideal guest persona
Highlight a clear benefit (e.g. “Save 20% on your next family break”)
If your headline does the two things above, you’re doing good. Make it straightforward, easy to read, and most importantly, offer a great benefit to your audience.
Hero image or video
Your hero image (or video) should visually communicate your offer. For hotels, that means vibrant imagery that reflects your property, experience or atmosphere. Landing pages with video can see up to 80% more conversions.
Your hero shot should be above the fold and loads quickly on mobile. “A picture is worth a thousand words”, so take advantage of that.
List the benefits
Guests don’t just want to know what you offer – they want to know why it matters to them. It’s important to use words that highlight the perks and pluses of booking with you.
One simple way to ensure that your landing page is more benefit driven is to use the “so what?” test. Simply read through any statements or features about your hotel and ask, “so what?”
Let’s say your hotel landing page makes the following statements:
- Children’s play area
- Sea views
Here’s how they become more benefit-driven and pass the “so what?” test:
- Let your kids play safely while you spend time with your significant other.
- Wake up to the sound of the sea – just steps from your room.
Social proof
Your guests trust other guests. Reviews, testimonials, star ratings and even guest photos can dramatically boost credibility.
Reviews and testimonials are powerful ways to use social proof on your hotel landing page. A consumer review study by BrightLocal.com showed that:
