Capture your audience & drive sales on your destination’s website
Your website is key to marketing your destination. It’s where your audience will go to find out more and buy tickets. It can make or break the sale, so you need to get it right.
If they’ve come to your website it’s either because they are aware of you and already have an interest in visiting, or they’re searching for somewhere to go and have found you amongst the crowd.
Either way your website now has an important job >>> capture their attention and lead them to purchasing!
So, what can you do to your destinations website to increase your chances of them choosing to visit you?
Know your audience
We say this A LOT! But we say it because it’s so important. You need to know your audience, it may be you have several different avatars, it may be that you cater for families, it may be you attract people in their retirement. Whoever they are you need to know. It will make a big difference to the images you use and the tone of voice. Make sure your website is targeted at the right audience.
2. Use emotional language
We say this a fair bit too…but people buy on emotion. As a destination this is where you shine! You’re selling an experience, a memory, a chance for families and friends to share moments together. A chance for the busy parent to unwind, the opportunity for the high-flying business person to destress… Whatever emotion your destination brings out, use it! Make sure your website is filled with those wonderful emotional outcomes from visiting you.
3. Use the right images
A picture is worth a thousand words… the images you use on your website tell a story. They sell the experience. Don’t just use images of your destination though, make sure your images show people enjoying themselves there. Seeing happy, smiling faces is hugely powerful. However, make sure it’s the right image for who you’re targeting, if you’re trying to attract families a photo of a rowdy stag party is probably not going to appeal!
4. Write for all of the senses
You’re selling an experience, to help them make their buying decision help them picture themselves there. If you’re a garden destination talk about the colours they will see and the beautiful smells they will experience. If you’re all about food describe the taste sensations and make their mouths water. If your destination offers music describe the sounds, gentle jazz or uplifting soul. Got gorgeous views? TELL US! Use your website copy to create that must-experience feeling.
5. Tell them what to expect
We don’t really like mystery when it comes to booking a holiday, day out, or something special with our precious free time. Describe the experience, mentions the extras, and be clear about what they can expect from their visit. Not only are you giving them plenty of reasons book, you’ll avoid selling a false expectation which could lead to negative reviews.
6. Make buying clear and easy
This may sound obvious but it’s a major downfall for many destination websites…you’re not telling them how to buy or book! Make this clear, make it as simple as possible, and tell them what they need to do. If they don’t have to jump through hoops they are more likely to buy!
Need some help marketing your destination? Get in touch and let’s discuss how we can help.
