As a tour operator, one of the significant milestones in your business growth is creating your own official website. Whether you have technical expertise or not, the demands of running a growing business often mean you don’t have the time to fully dedicate to turning your website into a powerful sales channel. This is where partnering with the right development agency becomes crucial.
Choosing the Right Partner
When selecting a team to build your sales-driven website, it’s tempting to focus solely on finding the lowest bid. However, choosing a partner based purely on cost can lead to future expenses when you realize that, despite your website looking great to friends and family, it’s not generating bookings.
One common issue is the proliferation of self-taught developers, many of whom may lack the experience to build a truly effective sales platform. Whether it’s a college graduate or someone who completed a weekend WordPress course, everyone seems to offer web development services, but not all are equipped to create a website that drives sales.
To avoid this, review the portfolio of potential partners. Look for examples of websites they’ve built for sales-focused clients. Often, you’ll find that some agencies prioritize style over substance, creating visually appealing websites that lack the functionality needed to convert visitors into customers.
Key Elements of a Sales-Driven Website
With over 200 sales websites built, we’ve identified several key factors that contribute to a website’s ability to convert visitors into bookings:
- Modern Design: A contemporary design reassures visitors that your business is active and credible. Websites that look outdated can make potential customers hesitant to book, as they might question whether your business is still operating.
- SSL Certificate: Security is crucial. Without an SSL certificate, most browsers will flag your site as a potential threat, deterring users from entering and ending their booking journey before it even begins. We recommend obtaining an SSL certificate from trusted providers like GoDaddy.
- One-Click Rule: Make it as easy as possible for users to see your offers. Ensure that with just one click, they can access your available tours without having to select dates, times, or configurations upfront. By simplifying the process, you prevent frustration and reduce the likelihood of users abandoning their search.
- “Price From” Strategy: Displaying a “Price From” option helps attract a broader range of customers by showing the lowest possible price for your tours. With advanced revenue management tools like EZ Booker, you can dynamically adjust pricing based on various factors while still highlighting affordable options.
- Avoid Motivational Quotes: The primary focus of your homepage should be on your offerings, not abstract visions or mission statements. Use images or sliders that showcase your experiences directly, capturing the attention of potential customers immediately.
- Responsive Design and Mobile Optimization: While responsiveness is essential, consider whether all desktop features are necessary on the mobile version. For example, a weather forecast widget may be helpful on a desktop but could dominate the screen on a mobile device, hindering the user experience. Tailor your mobile site to be user-friendly and focused on conversion.
- Authentic Imagery: Use real images of your tours and experiences rather than stock photos or images borrowed from other sources. Not only does this avoid potential copyright issues, but it also ensures that customers know exactly what to expect, reducing the risk of disputes or refund requests.
- Booking Engine vs. Contact Form: A professional booking engine instills confidence in customers, assuring them that your business is legitimate and secure. Relying solely on a contact form can lead to missed bookings and reduced trust. In 2024, a booking engine is a must for any serious tour operator.
- Highlight Customer Benefits: Offer incentives for booking directly through your website. A small discount code prominently displayed on your site can be a powerful motivator for potential customers.
EZ Tip: Maximize Your ROI
The cost of your website doesn’t necessarily correlate with its ability to generate sales. Some of our clients have spent over €50,000 on well-designed websites, only to see minimal bookings—sometimes as few as two in two years. Conversely, even a website built for €1,000 can become a powerful sales channel with the right strategies in place. By following these guidelines, you can ensure your website is not just a digital brochure but a true driver of business growth.
