In this lesson, we’ll go over some of FareHarbor’s best website strategies to help your company make more money online. Let’s get started!
Successful websites are well-designed, provide essential information about your tours and activities, and efficiently guide users to the booking form. The FareHarbor Websites Team specializes in optimizing websites by following design best practices to increase conversions and customer ease of use. When booking online, 55% of travelers prioritize an easy-to-use website, so efficient design is essential!
Let’s go over some key elements of your website, like homepage, photos, calls to action, activity information, and more. Pull up your company website and follow along!
We’ll start with your homepage – the first thing users see when visiting your site. When it comes to the homepage, it’s all about the hero unit – the top section of the webpage that is visible before scrolling down. What is the first thing you notice when you look at your homepage? Have you included a photo or video that instantly catches your attention? The hero unit is the best way to engage users right away with a memorable and impactful image.
Some other important elements to include in the hero unit are your logo, company name, location, and a quick selling point about your business, such as, “Boston’s number one food tour.” Can you tell at first glance where your company is located and what types of activities you offer? By including your location and a differentiator, you’re letting potential customers know right away if your brand is right for them. Try to think of an interesting statement that helps your business stand out. This is the first interaction users will have with your brand, so do your best to catch their attention!
As you scroll through your website, pay close attention to the images. When choosing photos for your hero unit and the rest of your site, remember that a picture is worth a thousand bookings! Our brains process images 6,000 times faster than words, so a strong visual depiction of your tour in action can really sell the experience and prompt people to book online.
Quality photos and videos help build trust for your brand by instantly providing customers with an idea of what to expect during a tour or activity. The best photos show people enjoying your activities with smiling faces! How many of your photos include happy guests? Try to use a similar amount of scenery images, like those that highlight your city or surroundings, and images that feature people participating in your activity. High-quality photos should appear crisp and not blurry.
Clear calls to action and short click paths are other examples of essential elements for fast, easy bookings. Calls to action, or CTAs, are links on your site that encourage users to start the booking process and direct them to the FareHarbor book form. Take a look at your homepage – can you easily spot the CTA? You can make these links or buttons stand out by giving them high contrast colors from the rest of the site and prominently placing them where users are likely to notice, like on the hero unit of your homepage. Tell your website visitors what to do and where to go! When phrasing your CTA, use active language such as “book a tour” or “choose an experience.”
CTAs also help shorten the click path – the sequence of clicks a user makes on your website before making a booking. When it comes to the click path, the shorter the better. Try navigating from your homepage to your most popular tour. How many clicks does it take to get from your homepage into the booking form? If you got distracted along the way, think about where to strategically place your CTAs in order to shorten the click path and efficiently direct users to the booking form.
Before users book a tour or activity, they’ll want to know more about it. Include key tour information on your activity pages that is scannable and easy to read. Some important details to include on your activity page are price, times, duration, and location. Look through your activity pages and check that all of your tour descriptions include these important details! Use descriptive language that showcases your personality. Don’t be afraid to have fun with it! Keep in mind that many users have never been to your area or participated in the types of activities you offer. Make sure the tour description answers any potential questions they might have.
Think about our own thought process when booking travel. Would you book a tour or activity if you felt confused or unsure about what it offers? Keep this in mind when writing content, since 50% of travelers are more likely to book with brands that provide easy-to-read and relevant information. If you’re not sure where to start or need some inspiration, the FareHarbor sites team is happy to help you craft the perfect tour descriptions!
Now that you’ve provided users with an easy booking flow and plenty of important information about your company and activities, encourage them to book by promoting trust in your brand. Most people enjoy seeing examples of social proof, like reviews, to get a better idea of what to expect on a tour. In fact, 59% of U.S. travelers use review sites like TripAdvisor when planning a vacation. Take a look at your TripAdvisor page, or your other favorite review site, and find some of the best reviews that are flattering to your business. Use the testimonials row on your homepage to display five-star reviews that highlight the best features of your tours and activities. Be sure to link your social media pages to help potential customers get to know your brand. And be sure to clearly display your contact info, like address, phone number, and email, in the site’s footer or on a dedicated contact us page so that customers know where to reach you.
The FareHarbor Websites Team is dedicated to helping you build and maintain a high-conversion website! With a wide variety of customizable design options, the Sites Team specializes in increasing your online bookings and making your brand stand out through clean, unique design. Click the link below to request a new website, and reach out to us with any questions.
Create a site that's easy to use and conversion-focused
Include high quality, attention-grabbing photos throughout the site
Prominently display CTAs in the hero unit and other pages across the site
Write informative, entertaining, and scannable copy