What makes an engaging and conversion focused website

What we will cover:

• Tourism Tribe and what are the benefits to your business

• Top 5 things that will help customers find and book you• Website Audit

• Next steps…

“HELP”

www.tourismtribe.com

Only 52% of tourism businesses have a website

Only 69% use social media for business

Less than 50% provide instant bookings online

THE ONLY CONSTANT IS CHANGE

Benefits of joining Tourism Tribe:

• Part of a community of over 300 tourism businesses

• 24/7 access to digital marketing resources, training and experts • Participate in online training sessions

exclusive to members • Opportunities to network and collaborate

Top 5 Things that will help customers FIND and BOOK you!

1. Optimise for search engine success

Image Credit: Boostability.com

Google is changing…CONSTANTLY

The OLD way:

• Quantity over QUALITY

• Stuff in lots of keywords

• Make sure keyword density is high for the keyword you wanted to rank on

The NEW way…what’s most important

• Writing high quality content

• Create content that people will reference and link to for a long time• Create content around topics that

matter to your market• Create evergreen content as much as possible

META TITLES

META DESCRIPTIONS

HEADINGS• Headings are

defined as H1, H2 etc

• Make your headings descriptive

• Relevant and related keywords are useful

LINKS• Generally

appear in a different colour

• Click on them to go to a page on your website or someone elses

• Anchor text is the link that appears for the link

SETTING UP KEYWORD PLANNER• FREE Google

tool• Estimates the

average number of monthly searches

• Designed for Google Ads

• It’s not always 100% accurate

INSIDE KEYWORD PLANNER

How does your website rank?

(www.alexa.com)

How does your website place?

Give two examples of a group of keywords people would use to find your product? Eg Luxury hotels Brisbane, 5 star hotels Brisbane

Example 1:

Example 2:

Open a new browser. Can you find your website on the first 3 pages for your keyword groups?

1. YES NO

2. YES NO

2. Create relevant, useful content

Image Credit: ShutterStock

Types of content:1. Blog2. Video3. Infographic4. Guide5. Product reviews6. How-to7. Lists8. Link pages9. Case Study10.Interviews

Example: Brighton Savoy

Blog is a powerful competitive advantage

List 3 pieces of content you can create that is RITE (Relevant, Informative, Timely and Entertaining):

1.

2.

3.

3. Customer focussed copy

Image Credit: Shutterstock

BENEFITS first…

What does my customer want?

What are your 3 most frequently asked questions?

4. Grow your own tribe of raving fans

Image Credit: Shutterstock

Are you getting social? Answer YES or NO to the following:

1. You have claimed your Trip Advisor and Google My Business listing?

2. Your Trip Advisor reviews are accessible from your website?

3. You have a Facebook business page you actively engage on?

4. Your Facebook page is accessible from your website?

5. You have a YouTube account and embed video on your site?

Example: Valhalla Perisher

Making connections

Use as a vehicle to drive traffic

Use your real estate!

Align with website promotions

5. Grow your database

Image Credit: Shutterstock

Name 3 ways you capture your website visitor information:

Image Credit: Shutterstock

1.

2.

3.

Example: Alex Perry Hotel & Accommodation

PROVIDE AN INCENTIVE• Give visitors a

reason to subsribe

• Have opt in forms on key pages

• Designed for Google Ads

• Communicate across all platforms

What if they are not ready to book?

SUMMARY:1. Optimise for search engine success

2. Create relevant, useful content

3. Customer focussed copy4. Grow your own tribe of raving fans

5. Grow your database

NEXT STEPS:

http://www.tourismtribe.com/checkup/

QUESTIONS?