Discover the keys to increasing direct sales through your website
The first impression a website makes on users is what will ultimately make the difference between the success and failure of the site. So if you want to know how to convert visitors into guests and show off your property's full potential, you need to bear in mind a number of factors, which we will explain now.
In this post, we tell you the basic principles a conversion-oriented website should have. Do you know them? Keep reading!
Attractive design
The first factor in converting visitors into guests is capturing the user's attention immediately. It is essential that the website is visually attractive, with a polished look and a clear structure.
To achieve this, attention needs to be paid to the brand's corporate colours, the text, the images, the loading time and the language used on the site.
Sections and descriptions
The menu should contain the sections considered basic on a website focused on selling accommodation. Such as: where to book, the rooms, the activities and offers available, a contact page and a blog. Also, captivating descriptions that make guests want to stay there.
As far as the rooms are concerned, we recommend dedicating a section exclusively to them (with their images, price, capacity, size, etc.). The clearer the communication with guests about what they are going to find, the more likely they are to book with you.
It is important to clearly highlight your unique value proposition so that users choose you and not the competition.
Images
It is essential that the website has high-quality images (of both the destination and the property). With good photographs you will immediately capture the attention of the user visiting you and, as a result, they will stay on the site longer.
Loading time
Website speed is an essential requirement to take into account. Otherwise, you may lose many potential guests who won't stick around for lack of instant answers.
Language
Handling different languages has become an indispensable tool in the tourism sector. So if your goal is to attract and win over all kinds of users, you must make your content accessible in several languages.
It has been shown that offering translated information on your website can significantly increase direct sales and the traffic it receives. What's more, with a multilingual website you will convey more professionalism, credibility, trust and closeness to your international guests.
Usability
The second aspect to take into account in converting visitors into guests is that the website is intuitive and easy to navigate. It is crucial that, from the moment a user lands on your website, they are able to quickly find the content they want and that it meets their needs.
In the case of websites dedicated to selling accommodation, it is considered paramount that the booking engine is in a visible place at all times. In addition, the booking process must be fast, simple and effective. You must give guests the option of booking comfortably so that their experience is pleasant and satisfying.
Responsive web design
Several studies have shown that most users who book holiday accommodation online do so via mobile devices. That is why so much emphasis has been placed on the importance of the website being responsive and adapting to any type of device.
Maximise the user experience
To influence the guest's purchase decision it is paramount that you offer them some kind of additional benefit if they book directly with you.
To do this, we recommend including a section focused on discounts or promotions on your official website. You can offer early booking deals, free breakfasts or discounts on some of your services.
Offer quality
The direct channel should be the one the hotelier looks after most carefully if they want to get direct bookings. That is why you need to keep it constantly up to date and pay attention to certain aspects:
- Always keep your prices up to date, as well as the booking conditions, images, services, etc.
- Know at all times the conditions being offered by the main OTAs your property is connected to. You must make sure the terms offered by the online travel agencies are not better than yours. Otherwise, guests will end up choosing them rather than your direct channel.
Build trust and credibility
To persuade users who have never booked at your property, it is important to convey credibility and transparency on the website. That is why a good option is to include trust-building elements on your official website. Among them:
- Include a section with testimonials, experiences and reviews from verified guests who have already stayed with you.
- Add a contact form to the official website to establish direct contact with potential guests who want to resolve their doubts before converting. It is essential to make it easy for guests to get in touch, whether by adding a form, a phone number or an email address.
- Add social icons linking to your property's profile on each of the social networks it is present on, to build more trust in the brand. Thanks to these links you will offer potential guests a new window through which to get to know you better (more content, reviews, etc.).
Use these recommendations to turn your website visitors into loyal guests!
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