What Your Website Needs in 2020
Q4Launch, a digital marketing company focused on the hospitality industry, offers a six-part marketing boot camp. These boot camps are designed to share knowledge and provide information on tools they provide that are available to successfully launch an integrated digital marketing strategy and design around driving more direct online bookings to your website. So yes, there is a sales pitch… but there is a lot of good data too! And many might be able to use their assistance.
In the Jan 29th “What Your Website Needs in 2020” webinar, they stressed that “Your Website is the Most Critical Revenue-Generating Resource” and noted in a world of constantly changing technologies and industry trends; that we should be asking ourselves: Is my website the best? Is it up-to-date? Is it older than 3-years? Is it time for an upgrade? Of course, if you answer yes to any of these questions – they are available to help.
They stated “Speed Matters”, Go Live FAST, Get Support FAST, and Load FAST(er). Even if your website is not complete or perfect, data or pages maybe not be polished, they recommend going live FAST as time is money and there are opportunity costs with delays. Support FAST refers to having resources to assist you quickly as well as providing responses quickly to your sites visitors. Load FAST(er) speaks to the trade off from images and heavy text that look pretty and tell you more… but can also delay your site from loading and your visitor could have already bounced from your page.
On the topic of “Unique Brand Strategy”, they asked: What do you have that ONLY you have? The answer: YOU! You’re the most special thing about your business. They suggest that you lead with the story of you. That you should show you off, since really… no one else will, well, at least not as well as you. Also engage site visitors with messages and images that say to them “You Belong” and “You Should Be Apart of This”.
Their mantra… “Make Every Visit Count”. How do you do that? Clear call to actions throughout your website. Make it abundantly clear what the visitor should do next. Is there anything other than the “Book Now” button that can be used? Remember that every page is a doorway to more data so keep your pages short and focused. Use pop-ups sparingly. Think about adding a live chat feature to provide instant gratification to site visitors in addressing any questions they have before booking.
In designing your website, remember that there are unique elements between designing for Desktop verses Mobile. Know how people are accessing your site. Q4Launch stated that mobile traffic which was growing year-over-year has now stabilized at about 55%. Desktop is at 35% and Tablets are at 10%. Part of this shift is due to increases in e-commerce conversion rates and the fact that users are becoming more comfortable with booking online. So when you’re designing your website design for both experiences… but focus on Mobile. Software is also constantly changing and updating and the development of websites via acquiring Software as a Service (SaaS) applications are making it easier to implement and more cost-effective over the traditional custom built platforms that were time consuming and very expensive. They say that traditional builds are dying, and that we should launch for the future. This is the service Q4 offers. They state that they develop future-proof websites for the hospitality industry. They charge a base design fee, then monthly maintenance to update the code often, add new features, implement technology patches. They take care of the back end to websites.
On the topic of 2020 Website Design Trends key attributes are minimalisation, whitespace, interactivity, and increased contrast focusing attention to American with Disabilities Act (ADA) website compliance requirements. Also… make sure your site is secure, mobile responsive, and updated regularly!
Lastly, they recommend to MEASURE EVERYTHING! How often are you looking at the analytics? What are your top 3 referral sources? What are your top 5 Landing Pages? Knowing this will help you to focus your website marketing plan to user behavior, and to also adjust your website to drive users behavior the way you want them to go.