If you've been reading our articles and resources for a while, you may have noticed something about the TrekkSoft content team. We're in the business of hacking. (No, not that kind of hacking. Though we do have a lot to thank our fantastic developers for!)
I'm talking about the sort of tips and tricks that help tour and activity providers do their best work, sell more bookings, and cut out all the wasted time! We want you to be punctual, effective, and offer something you can feel proud of.
That's why today we're offering you five simple hacks to make your website better. My goal is that by the time you're done reading this article, you can have a more functional website within the span of an hour! None of these tips should take you longer than 15 minutes to complete. So, let's get started!
1. Sell it with visuals
You may have noticed that we're a big fan of imagery at TrekkSoft. It draws the eye, helps drive the point home, and generally spruces the place up. But did you know images help viewers to retain information better?
According to Hubspot, if a relevant image is paired with information, people still retain up to 65% of it three days later. That tells us that people tend to buy with their eyes first!
If you're looking to make your website a bit more effective, you need to think about the images you're using. Here are three tips I use as I choose images for our content:
- Search for something relevant to the subject. If I were writing something about Oslo, Norway, for example, it wouldn't make much sense to include a picture of Barcelona, Spain.
- Look for a clean and attractive image. It doesn't have to be complicated or extravagant. Remember that sometimes simplicity is best.
- Avoid trends, stick to something timeless. Trends will come and go. If you're trying to create content that can remain on your website and be reused in the future, stick with something that will look just as beautiful in a month or two as it would today.
2. Make everything easy to find
There's no doubt we've written about this hundreds of times, but it's just as true now as it was the first time: you need a website that is uncomplicated and can easily receive bookings. It also needs to have an organized approach to handling all your additional offers like rentals and add-ons.
Think about it. Which of these things are you offering to your customers?
- Single day or multi-day tours.
- Activities with a set schedule.
- Rental bikes, boats, helmets, climbing harnesses, or any other equipment that's needed for your activity.
- Accommodation, especially for multi-day tours.
- Add-ons like a post-hike lunch, drinks at a local pub, or even a t-shirt with the company logo on it.
As you can see, these are all fairly standard purchases in tourism. If you're offering something from this list that isn't selling very well, it could be because your website is too complicated.
Never forget that navigation should be the easiest part of your website. Take some time right now with a piece of paper and write down everything you're offering. Then go back and write the price next to each item. Finally, list the amount of time each activity uses up.
Now, look at that list. That should read something like:
"City walking tour - €20 per tour - Two hours"
That's simple and it gets straight to the point, doesn't it? Now have a look at your existing website. Does it feel just as clear on the screen as it does on that piece of paper? If not, it's time to simplify what you're sharing.
3. Update your designs
Have a look at your website. Has it been the same for a while? It might interest you to know that customers make most of their first impressions when they see your designs. Additionally, it helps them to actually read what you've written.
According to a recent Adobe study:
"Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain."
15 minutes is more than enough time for a potential customer to read a description of your offer and decide whether or not to purchase it. But with every moment, you stand to lose a little more of their interest. You can generate more attention if you're presenting your information on a modern website with clean designs.
4. There, Their, or They're?
When you are selling and communicating online, so much of that is done through writing. Nobody says you need to be a grammar expert or even a natural writer to create good website content, but that's not an excuse for errors.
The way your website reads tells your customers a lot about the type of business you're running. In a recent study by Global Lingo, 59% of those surveyed said they would not use a company that had obvious grammatical or spelling mistakes on its website or marketing material.
Many of those in the survey said that obvious spelling errors made a company seem to lack in credibility. In the worst cases, it can make your company look fraudulent and untrustworthy.
Bottom line, bad grammar tells your customers that you don't care. And obviously you do, otherwise you wouldn't be reading this right now! So take some time today and go through your website content. Comb through it for grammar errors and spelling mistakes. If you're not feeling confident enough to do it, online tools like Grammarly can be of great help.
5. Useful Information
Beyond readability, how much information are you giving? Too much? Not enough? It can be hard to know how much is just enough when it comes to describing your offers.
Here's something to think about: in 2015, it was discovered in a study by Huff Industrial Marketing that 44% of website visitors will leave a company's website if there's no contact information, especially a phone number.
So, just in case you don't have the basics down, do a quick run down to see if each of these are there:
- Address or starting point – Since some companies don't conduct business at their headquarters, it's important to make that clear for all visitors. If there is a special meeting point, make that the clear address being used online. Use the main office location as the clear secondary point of contact.
- Phone number – Don't forget, some customers prefer a more direct line of communication than online correspondence. A phone number also offers you more credibility.
- Clearly presented offers – Are your presenting your tours and activities in a clear and concise way? Try to put yourself in your customers' shoes. If you knew nothing about your services, would you understand the way you've listed them?
Now it's time to put all this work to good use, and just in time for high season. Hopefully, you're now well on your way to receiving more bookings through your beautiful website. But just in case, do you think I missed anything?
Do you have some hacks for us that weren't listed here? Let me know in the comments below.
Looking for more website updates? Take it to the next level with our website improvement checklist.
Written by Sara Napier Burkhard
Sara is a writer from the American West Coast. In recent years, she's written for companies like Hipmunk, iTourMobile and Mylikes. She now resides in Zurich, Switzerland where she finds new adventures and attempts to speak German with minimal success.