7 steps to create a high converting landing page on your website

hospitality businesses comes from Google.

So it’s critical your business is visible and found easily on Google. Search engine optimisation (SEO) improves your ability to rank in the results page when someone makes an online search, for example “3 night break in Devon”.

It’s at this point that a potential guest chooses to click through to one of the results listed by Google. It’s also at this point that first impressions count. Your website and content need to stand-out if you want to capture and keep the attention of your potential guests. This is your opportunity to make an impact and speak directly to your customer in a highly engaging way that leads them to click the book button.

This can be achieved by creating an effective landing page.

YOUR website is one of your most important assets as a hospitality business. But let’s face it, there are many terrible websites out there that just don’t make the impact they should, doing a disservice to the fantastic properties across the UK.

BROWSING or ‘surfing’ the internet, usually on a search engine like Google is the first place that people go when looking for their next getaway or place to stay. In fact, with our unique benchmarking data we find that 50-70% of website traffic for

What is a landing page?

A landing page is quite simply a page for new visitors to land on your website. A landing page isn’t usually listed in your website navigation menu, but it can if you want to lead other users on your website to this information.

Ultimately, a landing page has one purpose - to convert a website visitor to complete an action. Whether this is to get contact details or to get a booking sale.

Landing pages are perfect to promote an offer, a package, or an event you have. People mostly find a landing page through Google Search but it can also be shared via email, social media, paid advertising, or other digital channels to ultimately drive people directly to your website. So how do you create a winning landing page for your website?

7 key ingredients for a successful landing page I’m no baking expert, but I know that you need all the right ingredients to make a good loaf of bread. Without the yeast you’ll have flat bread, without the flour, well it’s not really bread, is it? And without the water, you will end up with a very dry mixture which also isn’t bread. When it comes to creating an effective landing page, the same principle applies to add the right ingredients, so you don’t end up with a flat or dry online experience, but one that is attractive and highly engaging. By using these seven simple steps you can create a high converting landing page that encourages your online visitors to click the ‘book now’ button:

1. Use a fantastic leading image: Images can speak directly to emotions. They convey what words cannot in an instant and will help draw your reader in with an emotional pull. However, it is important you use great quality photography and something that is related to your offer or package. Be clear, not abstract.

2. Add an attractive offer title: Your offer title should capture and summarise your offer in one line. It should be engaging; you can do this by using positive words that explain how your guest might feel or the outcome of this package. For example, “Springtime Spa Break for Two” or “5 Night Cornish Cottage Retreat”.

3. Write value-added emotive copy: When you market your offer or package, use words and phrases that arouse an emotional response. Expressions like "heavenly haven", "space for peace" or "revitalising getaway" create a positive emotional connection with your audience. If you don’t tell guests how they feel when they visit, how will they possibly know?

4. Show a clear price: Present your prices clearly. When it comes to budgeting and choosing a holiday, your guests don’t want to be doing maths and adding up extra hidden costs. Make it easy and show everything in one round number, including how many nights and people it applies to. Save cross-selling for your booking engine, at this stage, you just want to show one price and lead guests to book.

5. Benefits over features: It’s amazing how many properties market themselves solely on their features, appealing only to the rational parts of our brain. A swimming pool, free parking, or an interactive TV. These are all great, but what is the actual benefit to the customer of these features? When I stay here, how does it make me feel? Appeal to people on a deeper emotional level by letting them know the benefits of a stay, such as “escape the daily grind of life” or “feel more relaxed and invigorated”.