When it comes to successfully running a hotel, there’s a lot to juggle if you’re going to keep guests every bit as happy as the revenue team. These days, on top of welcoming guests, and maintaining the highest level of customer service to build their loyalty, it is important to keep an eye on how your website is performing to stay competitive.
Guestline, who has partnered with Journey, to deliver a range of website solutions and digital marketing technology to its customers have compiled these tips for hoteliers to get the most out of their website.
1. Keep your content fresh
The key to keeping your website search engine-friendly is to avoid duplicated phrases and to ensure you never plagiarise from other sites. When you’re short on time a simple cut and paste job across different sections might seem like the easiest solution but by doing that you’ll risk being penalised when it comes to those all-important search engine rankings, who will disregard all but the most authoritative version. Original copy and carefully reworded content that is relevant to each section is therefore a must.
2. Choose your images carefully
A picture may be worth a thousand words, but it might cost you a lot more if you don’t double check the copyright requirements before publishing it. It’s important to remember that just because you’ve seen a photo online or it’s come up in a Google search, that doesn’t mean it’s free for you to use. If you know the photographer, always make sure they’re happy for their image to be used on your website. And, if you don’t or your budget doesn’t stretch as far as their price tag, there are a number of websites offering access to free stock images under the Creative Commons license– sometimes in exchange for a photographer credit. Alternatively, when searching online, filter your results by usage rights to ensure you stay on the right side of the law.
3. Don’t overcomplicate your home page
Whilst your home page may be the first thing a lot of your visitors see, it’s important to remember that many people will arrive on other areas of your site first depending on what they’ve searched for and how well you’ve optimised your various sections. The job of your homepage is to give people a topline overview of the information they can expect to find across the site in a simple and easy to navigate manner.
4. Ensure your site is mobile-friendly
With over half of website traffic currently coming via mobile devices, it stands to reason that visitors expect websites to work as well on their smartphone as on their computer. The rise of more responsive website design means it’s no longer necessary to invest in a separate mobile site, which can risk penalising your search engine results. By making sure your website can adapt to the device on which it is being viewed, you can avoid any potential frustration from potential guests.
5. Get your head around headers
Not only does having the right header give clarity to visitors over what they’re about to read, but a heading can make or break how search engines look at your page. So it’s especially vital that you understand how to use them correctly. The right HTML tag helps search engines understand how content is prioritised on your page, so it’s important not to ignore the systems put in place by your developer just for aesthetic reasons. In a structure that is not dissimilar to a newspaper layout, heading 1 (H1) tends to be the page title so must only be used once. The other sub-heading types usually need to be used in order to guide the reader, make the page navigation simple to follow and ensure the site is correctly indexed by search engines.
For more information on Guestline’s website solutions visit https://www.guestline.com/websuite-signup.html