Blue Magnet Hotel Online Marketing Guide

Top 10 Tips for Creating an Effective Landing Page

Looking to grow your hotel’s website and increase SEO (search engine optimization) efforts? Although there are many techniques to increase your hotel’s online visibility, one of the most effective ways is to create a landing page. A landing page is essentially any page a website visitor lands on after clicking a link from an email, a search in Google, or any other type of targeted campaign, including Facebook ads, pay per click (PPC) ads, email marketing, etc. While BMI builds and launches sites with core pages (i.e. home, hotel info, dining, events, etc.), it is important to create unique landing pages that will differentiate your hotel from its competitors. For example, local events calendars, dining guides, or things to do pages – just to name a few.

Top 10 Hotel Landing Page Tips

Once you’re ready to create a landing page, how is it done and done well? By implementing Blue Magnet’s best practices for landing pages, you will likely discover more potential guests visiting your site, an increase in conversion rate, and differentiation of your hotel from its competitors. Ultimately, well designed landing pages will help create a unique voice for your hotel.

1: Pick a Relevant Topic

Creating a landing page is fun, but where does one begin? First, you must perform keyword research to determine what users are searching for on the web. Without keyword research, you will not be able to understand whether guests are actually searching for your so-called “popular” attraction, and may be dismissing valuable opportunities to rank for relevant search queries.

After choosing your top three search terms, (i.e. “local area attractions in Chicago”, “things to do in Chicago”, “places to visit in Chicago”, etc.) perform a search engine results page (SERP) analysis. In other words, take a prospective keyword and plug it into Google’s search bar to see what results populate. Then, decide if you have a realistic opportunity to rank for that keyword phrase. To determine this likelihood, examine the top ten organic search results for the following:

After you perform a SERP analysis, not only will you have your topic determined, but also the meta title (pictured below in purple), which is one of the most important on-page SEO elements. Note: The meta title is limited to only 50-60 characters as it fits into a 512-pixel display on the search engine results, which is why it is important to write strategically and capture the user’s attention immediately.

2: Outline Content

Organize the content in a way that makes sense for both the guests wanting to learn more and for the robots crawling the page. Structure your page using the appropriate tags or headings (H1, H2, and H3).

The H1 tag is considered the most important header tag because it describes what the page is all about. Pictured below is a screenshot of an event calendar landing page. The H1 tag is organized as “Local Area Events” because the landing page is about events happening around the hotel. The H2 tag highlights sections throughout the page, beneath the H1 tag. For example, the image below the H2 tag tells the guest which month each event takes place. You can identify “December Events” as the H2 tag. Within the H2 tags, you’ll find H3 tags listing the unique events happening each month.

3: Consider Length

How long does the landing page need to be? There is no definitive answer, but do not fret! Since some topics naturally require more information than others, there will always be some sort of variation. As a general rule of thumb, skip the fluff and get straight to the point. Most importantly, stay on topic and be as concise as possible.

4: Add Links, Buttons and PDFs

While writing strong and relevant copy is important, adding links, buttons, and PDFs are also crucial steps to constructing an effective landing page. Your landing page has a better chance to rank higher in search engines when using highly searched terms. While using these keywords in buttons supports SEO efforts, it also makes the page more user friendly by breaking up heavy text content.

Button Example

5: Add Visual Interest with Images

Bring your page to life by adding high resolution images that complement your copy. If you have multiple images worth featuring, create a photo gallery to keep the page clean and concise. Whether you are pulling stock photos or obtaining images from a local attraction, be cautious and make sure you have full permission to use those images. If you are questioning your rights, refer to our recent post, ”Keeping Your Website on the Good Side of the Copyright Law” by Don Angelo.

6: Be Unique

Creatively use landing pages to differentiate your hotel from your competitors. Instead of taking copy from an existing site and modifying it, add something unique. Explore other sites like TripAdvisor and Yelp for reviews and more information to include in your copy. If your topic is Navy Pier, include tips that guests will find useful when they visit the attraction. For example, “Tip: Children’s Museum restaurant only accepts cash.”

The front desk staff can be a great resource for these tips. They often serve as the local area expert by giving guests advice, so why not showcase their knowledge on the page? Anyone can use facts to create content about a local area attraction, but including quotes from team members is something that makes the page truly one of a kind.

7: Create Internal Links

Take advantage of interlinking, which means to link to other pages on your hotel’s site from the new page. Only interlink to pages that are relevant and make sense for guests. For example, if you are creating an RFP page, it is a good idea to create a link on that page to your meetings and events page.

8: Use a Call to Action

What action do you want a potential guest to take? Don’t be shy; tell them! Incorporate information about your hotel, whether it is about a related special, a particular amenity, or accommodation details. Do not forget to include contact information.

9: Evaluate

Not so fast! You have written content and uploaded the page, but there is still more work to do. You will want to understand how the page is performing and whether or not it is meeting your objectives. Once your page is published, check Google Analytics and examine the following:

10: Monitor and Update

Now that you are BFFs with Google Analytics, keep improving the page. Since Google likes to see content that develops over time, regularly refresh your page with the following:

Creating a landing page that attracts new visitors to your website is a rewarding investment for your hotel. When you follow these 10 tips, you can end up with a strong landing page like Blue Magnet’s hotel digital marketing page.

Contact our team to learn more about creating effective landing pages for your hotel’s site and other hotel Internet marketing initiatives.

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