3 Easy Ways to Boost Bookings with Your Landing Page
Your landing page may well be the single most important fixture of your hotel website marketing strategy – and odds are you’re neglecting it. A landing page can (and often does) make or break a potential booking. A good landing page can turn an uncertain, wavering site visitor into a confirmed booking. Likewise, a bad page can be the final nail in the coffin, ruining all hopes of the visitor ever bothering to return. Getting your landing page right matters to your hotel marketing strategies much more than you think. But first …
What is a Landing Page?
To understand what a landing page is, you need to understand what it isn’t. Despite being vaguely similar, landing pages are not homepages. While a homepage is intended as a kind of multi-use transit hub for your website, the landing page is designed to do one thing: convert traffic into bookings. Unlike your homepage, your landing page is exclusively for people arriving at your site via an advert or similar. Its main feature should be a call to action, with all other features existing solely to support this. So while your homepage is allowed to be a bit of a flexible tool, your landing page needs to be a streamlined machine with a singular purpose. So let’s look at three easy ways you can make your landing page land you a few more sales.
Go for the hard sale with your call to action
If somebody is arriving on your landing page, then it suggests they’ve already expressed interest via an advertisement, partner website or similar. This means the landing page doesn’t need to make your case, it just needs to seal the deal. Your call to action should excite and inspire your client, giving them the confidence to take that final step and making the booking. This crucial moment in your hotel digital marketing chain means that your call to action should be big, bold and obvious. Use page elements like arrows or other images to guide the visitor to a booking form, your phone number, email booking service or other necessary contact details.
Keep it quick
There’s nothing more expensive than a slow website. Did you know that every second your page spends loading will cost you 20 percent of sales? This means your landing page needs to be simple enough to load immediately, no matter what. It should go without saying, but the page must be optimized for all platforms, including smartphones.
Focus on benefits, not features
You can boast about your special deals and high-tech gadgets all you like, but only one thing will convince a visitor they’ll be a satisfied client; that’s seeing other satisfied clients for themselves. A good landing page is supplemented with some evidence that your establishment delivers on customer satisfaction. Rave reviews, a few user-generated photos, and some choice excerpts from your visitor book can really liven up your landing page. Remember, you’re trying to get the visitor feel empowered, excited and confident.