When making a web page, consider what kind of questions the visitor who comes on this pages has, and how you can answer the easily and drive them to product of their needs.
Make your website alligned with your strategy and focus on your key markets, persona’s, USP’s, top selling destinations & experiences
People don't end up just buying directly on your website, the will come back mulitple times before you are able to pull off a sale.
Therefore your most important first step is to inspire your persona to come your destination or doing your experience and wow them in such a way they want to come back.
People come with an idea, but they get distracted very fast and get lost. If you keep them in the booking flow of what they wanted and confirm them in their choice, your conversion is much higher. that is why you don't want to have to many alternatives or maybe even none on your page.
You have to keep your website as user friendly as you can.
But also be helpful, it's your job to remove any doubts a visitor might have about coming to your destination and to give a good idea what this person can do in your destination.
Besides that you need to proof that other people like your visitor and industry experts love your company and destination with reviews and recommendations.
And only if the above is done, visitors are ready to be send and go through your booking form.
During this process you need to build trust with the visitor and make them happy.
Designing your travel website
Make your website visual, visuals are remembered longer then text and are faster to transfer information.
The goal of the design of your website is to make sure the visitor can execute what they want without friction / thinking, staying in an i like this flow.
To keep travelers in such a flow, means that the site should follow design standards. This makes your website easy to use and predictable, because most websites work the same as yours.
Make sure you present clear what your customers are searching for: your best experiences, what are the highlights and cost, reasons why to do business with your travel company, to come to your destination and what others say about you.
When creating a destination marketing website you want to make sure you pay attention to what travelers spend their money on: accommodations, tours, attractions, food, events and shopping.
Try to guide people into the direction you want them, by offering limited choices. The more you ask from a visitor the less they will do, this is what we call the paradox of choice.
Not only think about your best products and destinations but also when you want people to come, if you want more people to come in low season guide your visitors into that directions by giving them reasons why that season is the best season for them.
Websites that structured their content to be scanned showed an increase in measured usability of 47%
When designing your webpages you want to design with in the back of your mind, that if people scan the page quickly they got the most important message.
When users scan, they’re searching for specific words and sentences to get an immediate feel for what the webpage is all about before they commit to reading it.
Use headings and subheadings to break up content so users can visually jump to the section that is relevant to them.
Inspire, Help, Proof & Sell
Each page of your website needs to Inspire, Help, Proof & Sell.
Inspiring you will do with a beautiful opening picture of your most important travel product, experienced by your most important persona preferable showcasing one of your Unique Selling Points.
Be helpful with giving your audiences easy choices, like Sydney.com is doing by showing their must do experiences. Also note how they support their images with text that describes the outcome for you as a visitor: Get Thrills, Swim, See from New Perspective, Hang out with Animals instead of saying the name of the experience.
For a destination marketing website, selling is sending people to the trade. You can do this directly, or through an OTA, the benefit of sending traffic to an OTA is that its, easy and your DMO can earn some money to finance the website. Better would to make a trade database like Australia.com has.
Underneath example of Israel shows a clever way of sending travellers to different kind of OTA's so there is no problem in favoring one above the other, if you do such a solution as a DMO you want to first check if there are no local partners who can does this, so that money doesn't leak out of the country.
The tour / experience or product page
Besides Inspire, Help, Proof & Sell you want to highlight those elements on your product pages that are most important for you key clients / personas to decide if this tour is something for them.
Travelers not only want to know what is offered, but also want to have a quick price indication to judge if the package is something for them.
What elements need to be communicated on a tour page?
Why should the visitor go on this tour, if possible you communicate this in your first header
For who is this tour designed, combine this with an under header or in the summery of your tour page.
Why should the visitor do this experience in this destination and not somewhere else,
Why should this visitors do this tour with your travel company.
What did others like the visitor thought about this experiences (Reviews).
With what other kind of experience can you combine this tour ?
How do i book this tour ?
What are the booking conditions.
Its crucial to think about how you will sell, do you offer direct selling with an online payment possibility or do you prefer the visitor to use the experience information to get into contact with you.
For direct bookings, people need to have more trust in your company, this can be difficult if your client comes from oversea. Especially if the trust in your country is perceived weak.