Without a doubt, your dives are the most important part of your scuba business. However, you want to continually attract new customers. We've written before about strategies to build your scuba business, and often it comes down to having a brilliant website and online presence.
Here's how to improve your website, appear more professional online, and get more of those who stumble across your website geared up and in the water.
1. Make some SEO improvements
SEO, or search engine optimisation, is all about improving your position in Google searches and making your website easier to find. One of the best tips is to write in a natural way and think about what your target customer will search for on Google. Two examples might be "scuba diving company in Costa Rica" and "book a dive in Kimbe Bay".
After you've decided on common search phrases, incorporate the main keywords and phrases into the text content on your website, including in your headings and other content. Make this seem natural – don't force anything, or you might be penalised by Google for over-optimisation.
If you sit down and write about your dives, the right keywords should appear without you thinking too hard about it.
2. Make sure your website has a clear call-to action
3. Display links to the social media platforms you use regularly
4. Make sure your web design makes visitors want to stay on it
According to research conducted at Missouri University of Science and Technology, it takes 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression. Make this first impression count.
If your website looks professional, customers will be more likely to book a dive through your company. Use high-quality images and videos and your website will be much more shareable too.
5. Use an online booking engine to process bookings
If customers can't quickly book what they want directly through your website, they may look elsewhere. For this reason, an online booking engine is becoming a must-have for scuba companies. Simplify the booking process for your clients and free up time for yourself by cutting down on admin.
6. And rent out your equipment online too
As a scuba company, there's a high chance you rent out equipment. If you use booking software like TrekkSoft, this facilitates online rentals as well as bookings. This means you can save time for you and customers, and, with a live inventory that updates in real-time, never have to worry about overbooking of dive equipment or guides.
7. Check your details and pricing are up-to-date
It's so important to make sure that every detail is up-to-date on your website. Check and double check your contact and business details, scuba activity listings, and pricing and prevent time-consuming phone calls and queries from confused customers.
8. Check for spelling and grammar mistakes
If you have a beautiful website, you don't want a spelling mistake to be noticed by a potential customer. As we've all heard a hundred times, it's always easier for someone else to spot your mistakes, so ask a friend to help you out.
9. Make sure your text content is the best it can be
It's not just about making your website look great and integrating online bookings. The text on your website has to win your clients over too. Think about whether your content expresses the personality of you and your business, and consider whether your target client will respond well to the tone and voice you use.
10. Include more photos and videos
As humans we love photos. In fact, visuals are processed 60,000X faster in the brain than text. A text-only website for a scuba company is such a waste. Your dives are beautiful, and your website should be too!
Think about the photos and videos you've taken during your career. Also, is there any user-generated content that customers have sent you that you could ask for permission to use?
You can also look at our complete visual content marketing guide for inspiration.
Written by Lucy Fuggle
Lucy is Head of Content Marketing at TrekkSoft. She tries to read a book a week, travel solo every month, and share ideas on lucyfuggle.com. You can usually find her in Switzerland's Berner Oberland.