Orientation
In this section we talk about setting up your own website, how you generate online traffic using Google and how you make social media work for you.
Tell your story
The first impression of the site should reflect the essence of your story: what can people expect from your services (and from the rest of the website). What people see, even without scrolling:
Your brand name (with logo if you have one)
A brief line describing you ("Best rates in town", "Let yourself be pampered")
A call to action ("Book now", "Mail us")
Your home page or the introduction of a one-page site is a summary of the entire content. For a hotel and many other tourism related businesses the essential elements are (1) services (2) location and (3) rates and reservations.
After the home page or introduction you have the same elements, but then with more detail: (1) services (2) location (3) rates and reservations. Here you can also add information about the rooms you offer, the packages you offer, the surroundings, the restaurant(s) and other practical information.
Treck Africa Safaris
Vacation Labs is an online service allowing you to create a website for a tour operator with direct online booking. It does require time to learn to work with the system, but if you are generally 'handy with using computers and being online' it will work for you.
Design consistency
Keep in mind that it is very important that every webpage has the same look and feel. How can you create that?
Integrate your logo
Use the same ‘colours’ / font / writing-style
Use icons, because they are world-wide familiar
Use of pictures / videos
Intangible services
When you buy a tangible product in a shop, you can use all of your senses before your buy. When you buy a service it is much harder to judge whether you will make the right decision. If you buy the service online, the perceived risk is even higher. How do you help your customer to feel at ease purchasing your services online?
Your challenges
Your customer may (consciously or unconsciously) perceive all kinds of 'risks' when selecting and buying a services online:
Functionality: Will I have a good nights sleep? Does all the technology work in the meeting room for my workshop? Will there be a hotel pick up for my tour?
Financial: Could this be a fraud or am I booking at a legitimate website? Is the price all-in? (or are taxes and services charges extra?)
Temporal (delays, wasting time): Will restaurant service be timely? Will there be a line for check-out?
Physical: How about hygiene and health during a wildlife safari?
Psychological: Is wild water rafting safe?
Social: Will attendees for my meeting approve of the facilities?
Sensory: Is the room really smoke free? Do I get an unobstructed view?
How to put your customer at ease
Pictures and videos
Guest reviews
Clear pricing and price guarantees
Easy and smooth cancellation procedures
What is included, and what is not
Your COVID measures
Book now, pay later
Route description
Smoothen the way to book
Taking away worries that a potential customer might have booking your service online. Of course you can apply this in all of your other communication, too.
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