The internet has leveled the playing field in the hospitality industry. It’s no longer big guys vs. big guys and little guys vs. little guys – instead, everyone is competing against each other for the attention and loyalty of travelers. To differentiate from competitors, capture more leads, and drive more bookings at your property this year, you need a website that compels visitors to act.
So what does an effective property website look like? In truth, they all look a little bit different at first glance. If you actually sat down and spent some time analyzing them thoroughly, you’d find that most incorporate some or all of the following 12 components:
1. Amazing Photos
Images can make or break a potential booking for someone who lands on your website for the very first time. In most cases, potential guests won’t have the opportunity to physically see or tour your property before deciding whether or not they want to make a reservation. With this in mind, it’s extremely important that you’re able to quickly present visitors with the information they need in order to stay on your website and continue exploring.
High quality photos placed strategically throughout your website can help you make the right first impression, and will keep your visitors from leaving to go view the website of another competing property in your area.
Here are a handful of examples of the types of photos you should be including on your property website:
- Hero Photos: one or more resorts photos that you can feature in the first section of your website (above-the-fold along with your reservation fields and ‘Book Now’ call-to-actions).
- Outdoor Property Photos: Rich, vibrant photos that help website visitors imagine what it would be like to walk outside around your property.
- Accommodation Photos: Help illustrate the various accommodations that you offer at your property.
- Activity Photos: Help illustrate the types of activities guests usually participate in while they are staying at your resort (ex. kayaking, hiking, golfing).
- Restaurant/Food Photos: Feature your on-site restaurant, or the food that you prepare for guests while they stay with you.
- Indoor Property Photos: Help visitors imagine themselves walking through your doors and exploring your property from the inside.
- Room Photos: Give visitors an inside look at what the rooms you offer actually look like.
- People Photos: Photos that show happy people staying at your property, participating in activities, eating at your restaurants, and interacting with your staff.
Website Example: Tranquility Bay Beach House Resort
When building or updating your property website, you should incorporate photos that ultimately allow you to differentiate from other properties in your area, help visitors overcome any objections they may have about booking a reservation with you, and make it easy for them to imagine what it would be like to stay at your property.
2. Book Now CTA Buttons
To drive more online bookings, you also need to include clear and compelling ‘Book Now’ call-to-action (CTA) buttons on your homepage and throughout your website. You should include a clear CTA button and messaging somewhere above-the-fold on your website. In other words, a new visitor should be able to land on any page on your website for the very first time and be able to start the reservation process within a matter of seconds.
