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September 26, 2019

Building a Better Hotel Website, Part 2

Our previous post in this series of how to improve your business through improving your website dealt with the basics: Show your potential guests what they want to see on your site. Too many sites eliminate important content and feature irrelevant stuff that's not helping their business at all.

In this post we'll look at how you can use your site to tell your story. No, this isn't some touchy-feely, buzzy marketing fad, "telling your story" simply means engaging the people viewing your site with some emotional connection to your property. Because if you achieve that, the possibility they'll book with you goes way up.

People like to see pictures that show places they like to imagine themselves in. The trick, marketing expert Joey Egan says, is to offer snackable content -- "Pictures, videos, snaps, vines and tweets – short bursts of information that convey who you are and what you offer."

This means using your site to show what's best about your property, what your value proposition is -- see the previous blog for finding out what this is. If your major selling point is your beautifully scenic location, fill your site with content of people enjoying the location. If it's your accessibility to downtown, have content emphasizing people being able to enjoy downtown because they're staying with you.

This is especially true if you're appealing to the green trade, the eco market. Make sure there are lots of pictures and review excerpts clearly visible to web surfers attesting to how green and eco-sensitive your property is.

As Hotel Propeller says, all hotels have beds, rooms and (hopefully) Wifi, but "Your story could be about your origins. Or, it could be about some hidden gem of an amenity that your guests love. For example, perhaps you offer on-site massages, or you have your own private lake. Or, maybe your hotel was built in the early 1900s, and you’re the oldest lodging in town."

In other words, what story can you tell people to get them to stay with you?

Next we'll look at the importance of reviews, and how to use them on your site.