Increase Bookings by Making your Website more Personal

Imagine you’re a looking for somewhere to stay and you stumble upon your website. What do you see? Evaluate, how your website looks, what feelings do the descriptions create, what are the colours saying to you? These are the first things your customers see, is it painting the image you have in your own mind about your property?

Simply put, is it telling the story you want to tell?  Those first impressions are personal and emotional and getting them right will help increase bookings, so here are 5 tips to ensure you make the right impact.

1.       Use colour psychology – Although, the language is important visuals are the first thing people see when they open a web page. It is proven that our brains process visuals 60,000 times faster than text! Thus, choosing the right colours for your website is pivotal. So, here comes the colour psychology. If you haven’t heard about colour psychology before, the basic idea is that different colours convey certain meanings and feelings. For example, brown gives the sense of security, it is a colour some people associate with home and quietness. You have to think about the general atmosphere of your property, where it’s situated (by the sea or up in the mountains), then decide what colours to use.  

Have a look at a couple of examples:

House on the point B&B, located on the coast by Ullapool. Along with great photos, they have used blue and white as key colours on their website, suggesting that the property is located near water.

Another good example is The Caledon Guest House, Isle of Wight, which have used back and white as their background colours, suggesting sophistication and glamour. This is also a good complement to their amazing photographs.

 

For more information, you can check the Psychological Properties of Colours.

2.       Add a welcoming video on your website – Adding a short video to your website, helps to establish authenticity and show the atmosphere. It is critical to keep it short, as 60 percent of viewers will drop off within two minutes of a promotional video. Moreover, by adding a video to your website you will increase the traffic to your website, as a recent marketing study showed in 2017, video content will represent 74 percent of all internet traffic.

 

3.       Language – Using the right language is a key. “A great photo can only benefit from an amazing description. If you have already utilised our suggestions on accommodation photography, now you can have a go at improving the language of your website.”Here you have the chance to use those creative writing skills you never knew you had! You may have heard of the saying “Don’t sell rooms, sell character”. Well, here is your chance to get creative. Look at these examples: “enchanting rooms”; “attractive décor”; “sumptuous mattress toppers”. So, grab your notepads and start writing.  If you are short on ideas spend 30 minutes online looking around, it’s all there. 

 

4.       Get reviews from your guests to show on your website – Word of mouth is one of the most influential marketing techniques. As we well know people are easily influenced by reading a great review or by friends sharing their great experiences. Therefore, adding reviews to your website is one of the best ways to increase direct bookings.  

 

5.       Share stories – Write your personal story of how your property came to be or find a funny story to tell. Working with people all the time, you might have a lot of fun experiences, so share them. Think about something that has made you laugh, a strange request or an incident which turned out well in the end and share it on your website. Customers will see a more personal side of you, like this blog of The Hive at 52 B&B, in which the owner records their everyday life as a B&B owner.

 

So, why don’t you try some of those tips? Going the extra mile towards increasing your direct bookings is that simple.

Customer Reviews – Bite Sized Winning Strategies (2of10)

Customer Reviews – How to win at the reputation game.customer reviews bite sized winning strategies

Customers trust reviews above promotional material and nothing you can do will change this. Reviews are extremely important for your sales, over 75% of your customers will form an opinion of you based on browsing a set of reviews. Managing your online reputation is now a critical marketing activity, so arm yourself with some winning strategies.

1) Responding to reviews both positive and negative will show that you are looking at customer feedback and taking note. Customers want to know you care, what better way to show it than by responding positively to everyone that took the time to post a review. If a bad review is left without a response to it looks like you don’t care.

2) Get control of your own reviews, if your booking system sends out reviews you will quickly generate lots of reviews which you know are genuine. These are an asset and they will be the best way to counter or dilute bad reviews some of which may be beyond your control.

3) When you get your own reviews, a winning strategy is to send out a “thank you” to those great reviews asking if they would post it on Trip Advisor (give them the link). Making the most of great reviews is important.

4) Good: Have as high a rating as you can but remember very few properties will have a 100% score. Customers do not expect you to have perfect scores all the time and it may even look suspicious if you do. Accept you’ll have the odd bad review and be prepared to handle it.

5) Bad: It can be very personal and disheartening to see a bad review but the last thing you want to do is make it personal. No matter how untrue the review is respond in a constructive way and move on. We are not all perfect 100% of the time and before you know it the odd bad one will get buried in time.

6) Ugly: Never be tempted to reply in kind to an ugly review it only escalates and magnifies the negative side of the review. Customers know that ugly reviews are often more representative of the reviewer than of the service. It is critical to respond in a constructive way and keep the high ground.  Take some time out to consider your response or ask someone else to help, it helps take out the personal element.

You never win by attacking a reviewer, it always makes you look worse.

Reviews need to be monitored and managed. They are a wonderful source of information on how your business is performing in the eyes of our customers. Don’t just “manage” your reviews use them to genuinely improve and develop your business to exceed your customer’s expectations.

Read more detail on our blog : http://blog.freetobook.com/2012/03/managing-your-online-reputation/

(look out for next weeks bite sized winning strategy “How to win with laterooms and booking.com”)