Information architecture and tourism

There’s more to discovering a design that looks appealing when creating a website for your tour and activity company. In fact, the process of designing and structuring a website is more scientific than you might think. Whether you are relaunching a new version of your website or simply making updates to the existing layout, you will want to remember the importance of information architecture. Information architecture and tourism are not mutually exclusive, the former is a crucial way to help customers navigate your website and increase your bookings.

What is information architecture?

Information architecture is the process of creating and organizing content on a website in a systematic way. A website that utilizes the best practices of information architecture will present information in a way that moves the user along in their online booking journey, giving them the data they need at the precise moment they need it. When used properly, information architecture will help drive bookings for any brand.

Tips for building a tour, activity or attraction website that drives bookings

• Implement a design that is both simple and obvious. It should be easy for the user to navigate the website. The best tour and activity websites plainly describe — in just a few words — the experiences that they offer travelers in their destination. Generally, the website is top-heavy with images or videos, as this provides interested travelers with the proof that they need to keep learning more about the brand. Ultimately, you need to select a website design that provides users with the information they need, without burdening them with the information that will quickly become clutter in their brain.
• Make sure the booking button is in a prominent location and is visible on each landing page. When a traveler is motivated to book a tour and activity, you need to be able to capitalize on that moment immediately. This is the most pivotal moment in the online booking journey, and your website needs to be expecting it at every opportunity. The booking button should be on the front page and in plain sight, and it also should be included on every landing page that you generate for your website. In addition, make sure your online booking form is short and simple and that it can be completed on a mobile device.
• Verify that your site speed is quick enough for time-strapped users. Quite literally, you only have a few seconds to capture the attention of your most motivated market segment. If the images, videos or slideshows are slowing down your website, you need to resize them or redesign the site so that it loads faster. Slow site speeds not only cause your website bounce rate to increase, but it can have a negative impact on your search engine results page ranking.

Building a responsive website that drives bookings for your tour and activity company doesn’t have to be complicated. With the right technology in place, you can create a customized site in a matter of minutes that will help boost your brand identity and increase your visibility online.

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Image credit: Helena Lopes