The main issue we see in most travel websites – which is really that one ingredient that can make the difference between a successful and poor travel website – is a lack of clarity.
It’s easy to understand why so many travel websites make that mistake – we want to do our travel business justice and share all the important information, offers, services with our audience. But the problem is we are too subjective to realise what information is actually important and relevant for our audience to make a decision and what is redundant.
So we put all the information and content we can fit into a page, and excitingly wait for bookings to start flooding in… only to hear crickets.
Here’s the thing – our attention span is continuously shrinking. Whatever we look up on the internet, we get an overwhelming amount of information. So we scan through snippets and make a quick decision whether we will delve deeper or keep browsing.
When people land on your travel website, the first thing you need to do is pique the curiosity that will make them stay and explore your website more. If you fail to do that, they will hit the back button in a matter of seconds and are very unlikely to ever return.
If you confuse, you lose
What is the actual, tangible thing you are selling?
A stress-free trip, a relaxing and memorable vacation for the entire family, authentic day excursions with local guides, reliable and transparent travel insurance?
Often travel businesses are presenting their offer by using poetic, cute or clever language. But that only leads to people wondering what is it that you are offering. They don’t want to use their brainpower to figure out what is it that you are selling. They want a simple, short explanation of it.
You don’t need to be an extraordinary business to differentiate yourself from others. You will stand out by simply being clear on what is it that you offer. Rest assured that 90% of your competitors are being confusing about it.
Always remember that people don’t want to be in the fog, confused. They will move away from anything that is making them feel like that and go towards clarity.
If visitors are leaving your website without showing any interest in finding out more about your offer, that means your website is lacking clarity.
Clarity is the key to effective travel websites
The one ingredient that all best travel websites have in common is they make it clear in – a matter of seconds – how they can help their customers.
But getting to this level of clarity is not an easy job. You need to think hard about how you can simplify your message, and unique offer, but still make the point.
This is why creating strategy-based websites is such fine art. Your travel website should be your key marketing asset. It should persuade and remove any reluctance that your customers are facing to book with you.
Travel websites that convert and generate bookings are built on sound marketing principles and strategies. So you need to understand marketing and sales to build a great website that actually lives up to its potential and adds value to your travel business.
If you don’t have a thorough understanding of the problems your travel business is solving for your specific customers, not only you will create a website that will disinterest visitors, but your entire marketing strategy will be confusing and fruitless.
Adding clarity to travel websites
Now that you understand what can make or break your travel website, how do you start moving it towards clarity?
There is no easy fix or quick win though. But there are steps you should take first to move your website in the right direction.
1. Know your customer persona
Everything starts with knowing exactly who your target audience is.
That’s why having customer persona profiles are so crucial for every aspect of marketing, especially in the online world.
To create a strategy-based website, you need to know who your audience is, their needs and wants. You need to know what kind of information they need and what language will resonate with them.
2. Make your website visitors curios
Every product and service on the market is, in some way, a problem to a certain solution your customers are facing.
When it comes to the travel industry, those problems are, for example, delayed or cancelled flights, losing luggage, uncomfortable hotel rooms, bad hotel food, getting sick… Depending on what you offer, you are ultimately helping your customers to solve, or completely avoid, a certain problem.
When someone lands on your website, if they understand in the first few seconds what problem you can help them solve, you will pique their curiosity and they will want to know more.
3. Give solution to the problem
When you get their attention, the next thing is to show how you can help them solve or avoid that problem. If you just say you can do it, but do not make it clear and easy to understand how – you will lose them.
Again, depending on your offer, you can do this effectively in form of a step-by-step process, provide an explanation in a paragraph, present it in form of statistic data… Whichever format you go for, just make sure that the solution you are offering is connected to the problem you have identified primarily.
Many businesses make a mistake here by stating one problem and then offering a solution to a different problem – which only leads to confusion.
→ If this is something you struggle with, get in touch and see how we can help you turn your travel website into a booking generator machine!
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Stay safe and healthy,
Until next time,