If you were to take on a new employee, you would invest in them, right? You’d give them all the proper tools required for their job, make sure they’re fully trained on what they need to do and you’d regularly check in with them to make sure they are keeping up with what is expected of them – and it should be no different for your website.
Your tourism website needs to:
So, why do so many tourism operators undervalue or neglect their website? Especially when it has the potential to be their business’s best employee? In this article, we’ll look at three reasons why you need to treat your website as your most important employee and what are the consequences of undervaluing it.
The return on investment you will see from treating your website as your number 1 staff member is massive when you consider how much you will spend on it compared to taking on a new staff member.
Our advice is to invest in your website as early on in your business to maximise the long-term return on investment, when there are minimal overheads, like actual staff members.
Here are 3 reasons your website will always be your best employee.
If you spend the time upfront and also time every month or two updating the content on your site, then it will be able to answer every one of your customers’ questions.
But answering the questions is just one part. Your website needs to guide the customer to find these answers without becoming frustrated and needing to pick up the phone or send you a message. After all, customers are somewhat lazy and won’t go hunting for information, it needs to be easy to find and easy to understand.
If you notice lots of customers are asking similar questions, then it’s likely that this piece of information is missing from your site. Update your site and refer to it, so you don’t spend your valuable time fielding repeat questions.
Unlike a physical staff member, who might not wear the correct uniform or speak to the customer in the right tone, you have complete control of how your brand is presented to your ideal customer with your website.
Invest the time and effort in making sure your website speaks directly to the type of customers you want to visit your business. If you don’t know who your ideal customer is then you need to take a step back and figure this out. Here’s a useful article that will help you identify your ideal customer and how to attract them to your business.
The ability to take online bookings through your website is the lifeblood of a thriving tourism business. Customers shouldn’t have to wait until business hours to call and book, or worse wait for a response to online form enquiry. Integrating an intuitive online booking platform on to your website will allow your customers to purchase from you at any time of the day or night.
If you’re not quite ready to implement an online booking system, make sure you spend some time thinking about how your customers will make an enquiry through your website. You might want to consider:
The temptation can be to spend as little money and effort on your website and just get something up. But would you do the same with a staff member, would take someone on and then tolerate them not doing their job properly, or not provide them with adequate training and support to the job you’ve hired them for?
The role of your website is simple:
If your site is not doing any of these things you’ve got a problem. We can help identify where the gaps are in your website, and let you know how you stack up compared to your competitors. Send us a message to see how we can help.
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