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15 Tell-tale signs on why you need a new website
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Lyles Armour
(720) 420-7783
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25 Tell-tale signs on why you need a new website
Table of Contents
5 Tell-tale signs on why you need a new website
• You’ve outgrown it
• Poor experience for mobile users
• High bounce rate
• Website visitors aren’t converting
• It’s not SEO-friendly
What can you do to prevent your website from growing old?
35 Tell-tale signs on why you need a new website
Poll Question
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#5 You’ve Outgrown It
If it’s been over three years, it’s time for you to invest in a new website!
55 Tell-tale signs on why you need a new website
Does your current website meet today’s standard?
When’s the last time you…• Made renovations at the property?
• Updated your website?
• Updated images?
• Updated the layout?
• Added something to your product offering?
Is your website…• Speaking to the right audience?
• Taking advantage of the latest technology?
• Eliminating friction during the booking process?
• Flexible?
• Competitive?
5 Tell-tale signs on why you need a new website 6
Are you paying a 3rd
party to update your
website?
Do you have a CMS website?
A Content Management System (CMS)
allows you to control and manage the
content on your website.
• No technical training required
• Add/remove pages
• Make changes to images
• Gives you control 24/7/365
5 Tell-tale signs on why you need a new website 7
Are you paying attention to Google Analytics?
A website reevaluation is necessary if you see performance dips in the key visitor metrics:
• Number of sessions - Total number of visits to the website.
• % of new sessions - New traffic means your marketing is reaching new users.
• Bounce rate - How many visitors leave after viewing a single page on your site?
• Conversion goals - Doesn’t always mean it’s an online reservation.
• Engagement - How long did they stay and how many pages did they visit?
Benchmarks
• Number of sessions – 2% - 5% above the previous year?
• % of new sessions – 70%
• Bounce rate – 30% - 40%
• Conversion goals – 1.5% or higher
• Engagement – 1 minute, 30 seconds
5 Tell-tale signs on why you need a new website 8
#4 Poor Experience for Mobile Users
You ignore the guests who prefer to book on their mobile devices.
95 Tell-tale signs on why you need a new website
Google’s mobile-first indexing
In November of 2016, Google started testing their first index. This update would look at the mobile
version of your website for its ranking signals (falling back on desktop if there is no mobile version).
Their plan?
5 Tell-tale signs on why you need a new website 10
Help users easily access content on mobile
5 Tell-tale signs on why you need a new website 11
Hotel bookings on mobile
devices increased 67% in
the U.S. in 2016
72% of all bookings made
on mobile devices happen
48 hours before check in
Hotel searches on
mobile devices
grew 137% in 2016
Keep it simple and go responsive
• Makes it easier for users to share and link to your
content with a single URL.
• Helps Google’s algorithms accurately assign indexing
properties to the page rather than needing to signal the
existence of corresponding desktop/mobile pages.
• Requires less engineering time to maintain multiple
pages for the same content.
• Reduces the possibility of the common mistakes that
effect mobile sites.
• Requires no redirection for users to have a device-
optimized view, which reduces load time.
5 Tell-tale signs on why you need a new website 12
Poll Question
135 Tell-tale signs on why you need a new website
#3 High Bounce Rates
You’re getting traffic but they’re not staying long enough to book online.
145 Tell-tale signs on why you need a new website
What causes high bounce rates?
Don’t make it painful for your guests
1. Slow-to-load page
2. Self-sufficient content
3. Misleading title/meta description tags
4. Blank page or technical error
5. Bad or obnoxious UX
Bounce rate grading system
26-40%: Excellent
41-55%: Average
56-70%: Higher than normal, but could make
sense depending on the website
70% or higher: Bad and/or something is
probably broken
5 Tell-tale signs on why you need a new website 15
Guide your guests to the most important information
Dos• Do Lead with your money pages.
• Do Top link should be clickable.
• Do Your logo is your home link.
• Do Include contact options.
• Do Use subnav for interior pages.
Don’ts• Don’t Start with a home link.
• Don’t Clutter your navigation.
• Don’t Have too many dropdowns.
• Don’t Have too many links.
• Don’t Link to mobile website.
1610 Ways Your Website Is Driving Customers Away
Content is KINGHigh-quality content does two very specific things:
1. It helps ensure the search engines are driving quality traffic to your
website to read that content based on their search results.
2. Plays a direct factor in delivering the information your visitors are
looking for in order to determine if they are going to spend their
money with you.
175 Tell-tale signs on why you need a new website
#2 Website Visitors Aren’t Converting
They made it all the way to your website and now what?
185 Tell-tale signs on why you need a new website
A 2% or higher conversion rate is ideal
5 Tell-tale signs on why you need a new website 19
Use strong calls to action (CTAs) to get the visitor to take an action.
• Use clear text for the desired action.
• Select good colors for your CTAs.
• Make sure they’re placed in a good location.
Examples of CTAs (Calls to Action)
5 Tell-tale signs on why you need a new website 20
You should offer online specials & packages
DosDo Create a unique landing page.
Do Cater to mobile users.
Do Measure your results.
Do Offer a promo code for quick booking.
Do Include a ending date to the offer.Don’ts
21
• Don’t Hide Important details.
• Don’t Spam your customers.
• Don’t Be afraid to try new outlets.
• Don’t Force them to call to book.
• Don’t Have too many restrictions.
5 Tell-tale signs on why you need a new website
Are you getting them to your booking engine?
1. Seamless transition.
2. See available units based on the search dates.
3. See unavailable units based on the same search.
4. Filter units based on pricing, capacity, or amenity.
5. Offer packages and POS items.
6. Clearly outlines terms & conditions.
7. Display multiple rates or discounts.
8. Create promos for more enticing offers.
9. Offer commission-free gift certificates.
10. Integrations with 3rd parties.
11. Multiple ways to access the booking engine.
225 Tell-tale signs on why you need a new website
Poll Question
235 Tell-tale signs on why you need a new website
#1 It’s Not SEO-Friendly
How well does your website perform under the hood?
245 Tell-tale signs on why you need a new website
Make sure your URLs are user-friendly
Bad URLs will not rank well in search engines.
• The URL should tell the user and search
engines what the page is about.
• The URL should have limited segments.
• The URL should have hyphens rather than
underscores.
5 Tell-tale signs on why you need a new website 25
Lack of control to change SEO components
You should have control to implement content for:
• Title tags
• Meta description tags
• Keyword tags
• On page content
• Anything else you want
If you can’t, or if these items are automatically generated you could be
suffering in your online visibility. These items should be reviewed
quarterly at a minimum.
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Don’t miss out on newer technology
Things like
• Schema (structured data)
• Open graph for Facebook
• Https vs. http (secure your website)
• AMP (Accelerated mobile pages)
• Review widgets/forms
These items are areas that will help you
attract and keep guests on your website.
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What can you do to prevent your
website from growing old?
Keeping your website up to date should be something your revisit every quarter.
285 Tell-tale signs on why you need a new website
It’s easier than you may think!
1. Set up Google Analytics & Google Webmaster Tools.
2. Create automated reports to keep you engaged.
3. Pay attention to what your competition is doing.
4. Get frequent website analysis.
5. Ask for help.
5 Tell-tale signs on why you need a new website 29
Contact Information
Lyles Armour
(720) 420-7783
Additional Resources
• Blog
• Webinars
• Resource Guides
• Business Evaluations
305 Tell-tale signs on why you need a new website
3 Ways to Engage with Guests
Before they Leave Your Website
Catch my next webinar Thursday, June 22
315 Tell-tale signs on why you need a new website
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www.rezstream.com/webinars
