Unfortunately, building a good website isn’t something that happens overnight. In a perfect world, tour and activity operators would execute on the fly, and bookings would pour in. But like all other areas of life, success isn’t just handed to you. In fact, it takes a lot of time and effort – especially in the planning stage.
Today’s post provides some useful pointers to keep you on track before you start building your site.
Thoughtful planning is the first step to having a successful website. The first thing you need to figure out is what the objective of your site is.
We recommend using the AIDA method:
Clarity is important. Knowing exactly what you’re doing (and why!) is key in executing a good plan.
Having a vague understanding of how your site will work isn’t enough. Not only is it bad for new hires who also need align themselves with your objectives, but you need a hard copy to continually check yourself against. It’s too easy to lose sight of your objectives.
Set some time aside to sit down, without distractions, and answer the following questions:
These are factors that you can’t ignore, so it’s important that you get it right. Segway Tours Blue Mountains did an excellent job of this on their homepage:
Their homepage is designed in such a way that it literally takes seconds to get to where you want to go on the site, even if what you want to do is buy a segway!
The next step is determining how you can measure how well you accomplished your objective. Set some KPIs that you can use as benchmarks of success. Some basic metrics for this are:
Once you have clear KPIs, you can experiment with different strategies and see where you fall short. Success doesn’t come easy, especially online where there are so many things competing for your potential customer’s attention.
To learn more about using your website to grow your business, please download our free eBook:
How do you define ‘success’ for your tour or activity website? What KPIs do you use?