The 5 most important elements a hotel website needs

A well thought out website will improve business for a hotel, guesthouse or bed and breakfast. Search for a hotel in any area of the UK on Google or Bing and chances are you will find many unprofessional looking websites with poor design, badly taken photographs and off putting colour schemes. There are 5 elements or web tools a good hotel website should have that will improve bookings and therefore increase revenue.

A good design

This goes without saying, the home page on a website is the shop window to your online business, a good design will catch and hold people’s attention and give them reason to navigate to other pages and content on the site. The design needs to be up-to-date with current trends including the use of a subtle and non-conflicting colour scheme, well taken clear images and image placement and a clean standard font. This website for example, it has a clean and modern design, large well shot photographs and a simple menu. This is the perfect example of a bad, out of date design. A recent survey found that 40% of traffic researching hotel accommodation ‘clicked away’ from a website due to its poor design and functionality.

Booking System

All hotel websites need a booking system 15% of all bookings are made online and is the number 1 purchased product/service on the internet. There are a number of 3^rd party systems such as eviivo that will integrate into most existing websites. Some are free of charge and other will take a commission on the booking.

Links to review sites

87% of user researching hotel accommodation will use Trip Advisor to read reviews on a hotel or restaurant. Links to these reviews should be posted or embedded into your website. This would seem quite daunting as there could be a negative review about your establishment. Firstly use negative posts to improve your service, you may think that the rooms are a good temperature but if your guests think that it’s too hot them turn the heating down. Secondly users don’t trust reviews that are all positive, it looks fake. You can claim your listing on Trip Advisor, which is free and make sure that the information in correct, also communicate with the user who leave positive and negative reviews.

Photographs and Virtual Tours

A set of well shot images strategically placed or a gallery of photographs will help sell the hotel to visitors on the website. If a hotel is situated in an area with stunning views and beautiful scenery include images of the surrounding areas on the site. Virtual Tours will give the potential customer an immersive and interactive view of what the hotel has to offer. As part of a Social Media campaign you could allow customers to upload their own images to a page on Facebook.

Contact Details

Seems a simple idea but there are many hotel websites that don’t have the contact details in a prominent place. Make sure that they are easy to find, are correct and that there is always someone to answer the phone when it rings, do not allow it to go through to an answer machine, that is a lost sale as chances are they will not try again. Confirm any bookings made online by telephone or SMS and keep a data base of customers and people who have made enquiries for future marketing campaigns.

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Sub Groups in Adwords, Improve Your Click Through Rate

As a company VR3 Media offer Paid Search marketing as a service, we set up and manage accounts for clients and have had a lot of success.

We also use Paid Search to market a couple of our own services, mainly using Google's Adword application to generate sponsored links on the results page. Using Adwords as a marketing channel for our 3D Design and Animation services has been very successful.

VR3’s website is not an e-commerce system so we have no hard and fast conversion rate to measure the effectiveness of a keyword, ad group or ad version within the paid search campaign. Reports within Google’s Analytics application will show what is and isn’t working and give you an ideas of changes that could improve your campaign(s). By segmenting paid search traffic data and setting ‘goals’ it is possible to measure the user habits of paid search traffic. One goal we have set up measures the amount of user who navigates to the 3D Gallery on the website. The gallery is not a landing page for any of the ad groups so it shows that users are interested enough to view more content on the site.

One of the key metrics within Adwords is the Click Through Rate (CTR), this is the percentage of users that clicked on your ad against the amount of times it was activated. We find the CTR to be a useful statistic for measuring the effectiveness of the campaigns keywords, cost per click and ad copy.

Relevant Ad Copy

One way of reaching a high and constant CTR is to break campaigns down into sub-campaigns (ad groups) by keywords you wish to target specifically, in this case 'architectural'. Each ad group has its own ad which means that you can write copy relevant to that keyword. For example, we have a sub-campaign called '3d architectural visualisation'. Within the keywords that will activate the ad are broad, phrase and exact matches all containing 'architectural' or 'architect' combined with, if possible '3d'. The title and the body of ad copy for this sub-campaign contains one if not two of these keywords.

Example Keywords

3d visualisation
architectural visualisation
[3d architectural modelling company]

The Resulting Ad

This has 2 positive effects on the overall effectiveness of the campaign, firstly, users are more likely to click on a link if the keyword is in the title or ad copy, secondly, it improves the quality score Adwords gives the keyword. The quality score is given based on the relevance of the search term to the ad content, the landing page and the initial search term. The better the quality score the less you pay when a user clicks on your ad.

It is worth experimenting with different ad groups to see if the overall campaign’s CTR can be improved. We have recently set up an ad group based on the keyword ‘3d designers’, again with relevant copy in the ad. After 2 weeks we will run reports and decide whether it is worth keeping or deleting the ad group.

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