Increase Your Website’s Readability in 3 Simple Steps
Create a consistent brand and optimize your website to increase bookings.
In our last blog, 4 Ways to Simplify Your Website Design, we discussed the importance of simplicity in design, such as keeping your branding consistent across your website, using the right images, optimizing your website to avoid long load times, and implementing an easy booking process.
Here, we’ll share tips to increase your site’s readability to drive more conversions. Travelers want a friction-free experience. The content you provide and how you display it determines how easily a visitor can navigate the page, get the right information, and find services they’re looking for.
Communicate clearly and succinctly with relevant content. Remove unnecessary and distracting fluff, filler phrases, and lengthy text—it crowds your pages and confuses visitors. Bullet points help visitors to quickly scan the different services or options you offer. Finally, set expectations accurately with your guests from the beginning so they aren’t surprised when they arrive.
Aside from descriptions of your property, the CTA has a high impact on driving bookings. Sojern’s design team performed a number of a/b tests on CTAs. Results revealed that CTAs should create a sense of urgency to get the viewer to click through, whether it’s “Book Now” or “Get Deal” to start the booking process, or “Learn More” to get site visitors more information. Try using a primary color to help your CTA stand out on the page.
To truly engage with your audience, your content should be meaningful to boost SEO. SEO is the process of improving the quality of content on your website in order to improve your ranking on search engines like Google and Bing, which will then improve the quality/quantity of traffic to your website. Then, when travelers go to search for terms that relate to your business, you’ll be more likely to be found. Hundreds of results can come up for a single search, so the higher you rank, the more likely people will see your page.
Where you are ranked on the search engine results page (SERP) is based on a number of factors, especially the content on your site, such as the descriptions of offerings and amenities, information about your business, or articles about nearby activities and events.
Tactics you can use to optimize your property’s ranking on search engines:
While your website is important, don’t rely on your site alone to attract guests. Social media and advertising are an absolute must to drive more relevant visitors to your site. Check out the next blog in the series: How to Be Brand Consistent on Your Website and Beyond.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.