We are in a new media age. With the rise of Google and Social Platforms, people are scouring the internet before making any purchase decisions. What matters to your business is what’s known as “user intent.” How did they get to your site in the first place and why are they there. People are doing broad searches on specific locations and may land on your page. Is your site equipped to educate your consumer on what they will find outside of your resort? Is it built to educate them on the plants and animals that they will find when they visit, or the historical significance of landmarks? Make sure you are addressing the actual keywords that people are searching for when they find your site or they will surely get the information elsewhere.
If you want to give your resort or hotel the best shot at providing value to potential future guests, it’s important that you use your web presence as an opportunity to enlighten your visitors. If your primary visitors are there to bird watch, it will help you out in organic search to focus a good amount of your content of the bird species in that region along with images. If near a park with incredible natural structures, your site should educate visitors on what they will find outside the walls of your resort just as much as what’s inside. Often websites get too caught up on selling the resort rather than answering the questions that people are searching for online. The sites that answer those questions have the best shot at booking those guests!
Always make sure that you know who your target audience is. What age group, likes, dislikes, etc. can all go a long way in providing content that will work for you. Be sure that your images are professional and relevant to those you are trying to attract. For example, if your average guest is 50 years old, married, and retired, you may want to steer clear of images of partying 20-somethings and children. You always want to post a visual representation of the experience you are trying to sell to the individuals you are working to attract.
Once you’ve engaged your audience in a learning experience about your area, be sure that your website has clear spots to either “contact” or “book now.” Even though you are trying to educate, you are also trying to entice them to stay with you so be sure to highlight your strategic advantages over your competition. There’s always an edge, make sure you can display that for your potential guests to turn them from a casual searcher into a future booking.