Aug
12
If you're running any sort of search engine optimisation or pay per click campaign, pay close attention.
You're making an investment in getting people to look at your website. Have you made a similar investment in making sure they do what you want when they get there?
A lot of hotels make one basic mistake with their websites...
You're making an investment in getting people to look at your website. Have you made a similar investment in making sure they do what you want when they get there?
A lot of hotels make one basic mistake with their websites...
--
They tell people what the product IS.
Trust me guys and gals - people don't want to know what your product IS. They already know what it IS.
- They know that hotel bedrooms have beds in them.
- They know what a sausage looks like.
- They know what wine looks like (a) in a bottle and (b) in a glass.
- They can identify those little bottles of shampoo.
Most people I've met can identify a bed on at least two out of three attempts.
Just in case people aren't aware, hotels still feel the need to remind them about: Trouser presses; tea and coffee making facilities; televisions and curtains. Witness my favourite quote from a large UK hotel chain website - "rooms have carpets". Whoopee.
Telling people what your product IS is intensely boring for the reader. Showing them what it is is a marginal improvement but you need to be equally careful you don't bore the living daylights out of people with lovely photos taken from odd angles with no people in them. Of course, pictures are out of the question if your rooms need a bit of a refit...
Room descriptions can be dull. Menus can be even worse. Most of them are simply lists of ingredients. There are lots of examples of people going over the top when trying to make their menus more interesting and using strange vocabulary in an attempt to make their dishes more interesting. They make the mistake of keeping the "list of ingredients" format.
So, how can you be LESS BORING?
Tell people what your product DOES. Tell them: How it will make them feel; what it will be like to use it, eat it or drink it. What will the flavours, aromas and textures be like? What will surprise and delight me?
What does it mean to stay at your hotel?
If you don't tell people what it MEANS to stay with you. If you don't tell people what your hotel will do for them - you're going to bore them and they're going to book somewhere else.
What's the point of spending all that money sending people to your website if you're going to bore them into going somewhere else?
They tell people what the product IS.
Trust me guys and gals - people don't want to know what your product IS. They already know what it IS.
- They know that hotel bedrooms have beds in them.
- They know what a sausage looks like.
- They know what wine looks like (a) in a bottle and (b) in a glass.
- They can identify those little bottles of shampoo.
Most people I've met can identify a bed on at least two out of three attempts.
Just in case people aren't aware, hotels still feel the need to remind them about: Trouser presses; tea and coffee making facilities; televisions and curtains. Witness my favourite quote from a large UK hotel chain website - "rooms have carpets". Whoopee.
Telling people what your product IS is intensely boring for the reader. Showing them what it is is a marginal improvement but you need to be equally careful you don't bore the living daylights out of people with lovely photos taken from odd angles with no people in them. Of course, pictures are out of the question if your rooms need a bit of a refit...
Room descriptions can be dull. Menus can be even worse. Most of them are simply lists of ingredients. There are lots of examples of people going over the top when trying to make their menus more interesting and using strange vocabulary in an attempt to make their dishes more interesting. They make the mistake of keeping the "list of ingredients" format.
So, how can you be LESS BORING?
Tell people what your product DOES. Tell them: How it will make them feel; what it will be like to use it, eat it or drink it. What will the flavours, aromas and textures be like? What will surprise and delight me?
What does it mean to stay at your hotel?
If you don't tell people what it MEANS to stay with you. If you don't tell people what your hotel will do for them - you're going to bore them and they're going to book somewhere else.
What's the point of spending all that money sending people to your website if you're going to bore them into going somewhere else?
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