A landing page designates the page on which the online customer is directed after clicking on a link for your website. The landing page optimization is a transversal issue of digital marketing because it concerns most digital marketing levers. It is a very important campaign element because it makes it possible to turn a simple web surfer into a potential customer for your hotel. The landing page can be compared to a smart homepage adapted to the business context in which you are positioned, and on which will be stated the hotel’s main elements that you want to put forward.
Why use the landing page?
The main purpose of using a landing page instead of a traditional homepage is to direct the potential customer towards the elements that you consider to be added value to your product, in this case, all competitive advantages available at your hotel. Thus, the visitor will be encouraged to act according to your objective, and the landing page will act as a selling point to convince and reassure the visitor.
Optimizing your landing page: 5 foolproof tips
Identify the goal of the landing page
Above all, you must determine your desired end-goal. The content and design of your landing page will be different depending on whether you are looking for increased conversions or improved e-reputation.
A quality design
The landing page is your hotel’s online business card. It is on this first impression that potential customers will base themselves to eventually finalize a direct booking. For this reason, a neat design that does not neglect any detail (calligraphy, font size, line spacing …) should be used, highlighting the visual identity of your hotel, the destination it represents, as well as its particularities. In short, put care into the details because it will make a big difference.
An incisive call to action
Once the final objective is determined and the content is displayed, setting up a call-to-action button remains imperative. This element will be the materialization of your desired end goal, and it must be meticulously designed (choice of colors, shape, size …). It is even advised to place it in different locations to facilitate your potential customers’ experience.
Opt for a responsive design
The use of mobile devices in the booking process in the hotel industry is growing exponentially. For this purpose, the landing page of your hotel must absolutely be responsive in order to be in line with the industry. Thus, the chances of your landing page being an additional lever that attracts Direct Bookings will be increased tenfold.
Share visitors’ reviews
Researching visitors’ feedback has become a major step in the travelers’ booking process. By choosing to share customer feedback on your landing page, you achieve two goals in one: promoting customers’ satisfaction with their experience at your hotel that could inspire potential customers to make a reservation, but also reducing your website’s bounce rate by offering potential customers key information without them having to leave your website.
In conclusion, the landing page is an essential element for your presence on the web. Managing it well will allow you to direct the customer towards the favorable elements that your hotel has while giving you an additional level of direct bookings.
