Powerful ways to turn paid traffic into serious revenue for

your hotel

LANDING PAGES

LANDING PAGES ALLOW

YOU TO SEND :

The Right Message

To the Right Person

At the Right Time

When your landing pages are

optimized , they help you turn

paid traffic into profitable direct

bookings for your hotel .

Here are a few do 's and don 'ts :

DO :

Set up your landing page correctly

Add urgency and scarcity

Ensure all relevant information is present

Send users to a responsive booking engine

Test your page on mobile

DON 'T :Drop users too far into the booking process

Have the main call to action below the fold - on

all devices

SETTING UP YOUR

LANDING PAGE

CORRECTLY

T h e t y p i c a l c o n s u m e r s e e s h u n d r e d s , e v e n t h o u s a n d s o f a d s a d a y .

T o c u t t h r o u g h t h e c l u t t e r , y o u n e e d ak i l l e r h e a d l i n e . I f y o u r u s e r d o e s n ' t m a k e

i t p a s t t h e h e a d l i n e , t h e r e ' s n o w a y t h e y ' l l c l i c k y o u r B o o k N o w b u t t o n !

HEADLINE

H o w c a n y o u m a k e s u r e y o u r h e a d l i n e s a r e s t r o n g e v e r y t i m e ?

Talk to your ideal guest: build a campaign

designed to appeal to a specific part of your

target market, & write a headline they will

appreciate.

Promise a benefit: a great offer, key

information, or a captivating mental image.

Y o u r h e r o s h o t i s a p i c t u r e o r

v i d e o i l l u s t r a t i n g y o u r s p e c i a l

o f f e r . I f y o u h a v e a h i g h q u a l i t y

v i d e o , u s e i t : V i d e o s c a n i m p r o v e

c o n v e r s i o n r a t e s b y u p t o 8 0 % .

Y o u r h e r o s h o t s h o u l d b e a t l e a s t

m o s t l y a b o v e t h e f o l d – n o o n e

s h o u l d b e s c r o l l i n g t o l o o k a t i t .

HERO SHOT

Y o u r p o t e n t i a l g u e s t p r o b a b l y d o e s n ’ t c a r e a b o u t

y o u r h o t e l… y e t . Y o u h a v e n ’ t h a d t h e c h a n c e t o w i n

t h e i r l o y a l t y y e t .

Y o u r g u e s t s c a r e a b o u t h o w y o u r h o t e l a n d i t s

f e a t u r e s w i l l b e n e f i t t h e m .

I t ’ s i m p o r t a n t t o u s e w o r d s t h a t h i g h l i g h t t h e p e r k s

a n d p l u s e s o f b o o k i n g w i t h y o u .

THE BENEFITS

I f y o u r h o t e l l a n d i n g p a g e m a k e s t h e f o l l o w i n g

s t a t e m e n t s . . .

- C h i l d r e n ’ s p l a y a r e a

- C l o s e t o t h e s e a

. . . T r y c h a n g i n g t h e m t o t h e f o l l o w i n g :

- L e t y o u r k i d s p l a y s a f e l y w h i l e y o u s p e n d t i m e w i t h

y o u r s i g n i f i c a n t o t h e r .

- A b e a c h r i g h t o u t s i d e y o u r d o o r !

S o c i a l p r o o f i s e x t r e m e l y e f f e c t i v e b e c a u s e , a s

h u m a n s , w e c a r e a b o u t w h a t o u r f r i e n d s a n d

f a m i l y t h i n k a b o u t u s .

P e o p l e a r e a l s o i n n a t e l y s k e p t i c a l . T h i s i s e v e n

t r u e r w h e n m a k i n g i m p o r t a n t d e c i s i o n s a b o u t

a c c o m m o d a t i o n a n d h o u s i n g , a n d i t ’ s e a s y f o r

t h a t s c e p t i c i s m t o t u r n i n t o a q u i c k ‘ n o t h a n k s ’

w h e n y o u ’ v e g o t t h e e n t i r e i n t e r n e t a t y o u r

f i n g e r t i p s .

SOCIAL PROOF

H o w e v e r , w e ’ r e m o r e i n c l i n e d t o d o s o m e t h i n g i f

o t h e r p e o p l e a r e d o i n g i t – s o u s e r e v i e w s o n y o u r

l a n d i n g p a g e !

R e v i e w s a n d t e s t i m o n i a l s a r e p o w e r f u l . I n 2 0 1 4 , a

c o n s u m e r s t u d y b y B r i g h t L o c a l . c o m s h o w e d :

8 8 % o f c o n s u m e r s r e a d r e v i e w s t o j u d g e l o c a l b u s i n e s s e s 7 2 % w i l l a c t a f t e r r e a d i n g a p o s i t i v e r e v i e w 8 8 % t r u s t o n l i n e r e v i e w s a s m u c h a s p e r s o n a l r e c o m m e n d a t i o n s

Y o u r l a n d i n g p a g e s s h o u l d a l w a y s i n c l u d e a

h i g h l y v i s i b l e , c l e a r c a l l t o a c t i o n .

E v e r y t h i n g o n y o u r l a n d i n g p a g e i s d e s i g n e d t o

g e t p e o p l e t o d o o n e t h i n g : b o o k !

M a k e y o u r b u t t o n :

CALL TO ACTION

B r i g h tC o l o r f u lC l e a rN e a r ' p e r s u a s i v e e l e m e n t s ' l i k e a d i s c o u n t o r a t e s t i m o n i a l

 

ADD URGENCY

AND SCARC I T Y

TO YOUR

LAND ING PAGE

W h a t ’ s t h e d i f f e r e n c e b e t w e e n u r g e n c y a n d s c a r c i t y ?

U r g e n c y i s a t i m e c o n s t r a i n t , a n d s c a r c i t y i s a

n u m e r i c a l c o n s t r a i n t .

T o h i g h l i g h t u r g e n c y , y o u c a n d i s p l a y t i m e c o n s t r a i n s

b y t e l l i n g t h e r e a d e r w h e n t h e c o m p e t i t i o n o r o f f e r

w i l l e n d . S o m e h o t e l m a r k e t e r s e v e n a d d a l i v e

c o u n t d o w n t i m e r w h i c h d i s p l a y s h o w m u c h t i m e i s

l e f t t o t a k e p a r t .  

URGENCY

C o m p e t i t i o n s o f t e n u s e s c a r c i t y t o e n c o u r a g e

e n t r a n t s . I n t h e c o p y , t h e y m a k e i t c l e a r t h a t t h e r e

w i l l b e o n l y ‘ 4 l u c k y c o u p l e s ’ w h o w i l l w i n , o r s a y

t h e r e a r e o n l y 2 c o u p o n s a v a i l a b l e . T h i s s h o w s t h a t

t h e p r o d u c t i s s c a r c e a n d m o r e p e o p l e w i l l w a n t t o

t a k e p a r t .

P e o p l e d r i v e n b y f e a r o f a p r o d u c t b e i n g g o n e , o r

e n v y , w i l l w a n t t o b u y i t b e f o r e s o m e b o d y e l s e d o e s .

SCARCITY

  F I NA L

CHECKS

W h e n y o u ’ v e g o n e t h r o u g h t h e a b o v e s t e p s , t h e r e a r e t w o i m p o r t a n t f i n a l

c h e c k s t o m a k e :

A r e t h e r e i m p o r t a n t s t a r t o r e n d d a t e s ? W h a t ’ s

t h e p r i c e ? W h o i s t h e t a r g e t a u d i e n c e ? H o w

c a n t h e y p a r t i c i p a t e / b o o k / s i g n u p ?

C h e c k a n d m a k e s u r e y o u r h o t e l ’ s b r a n d i n g i s

p r e s e n t a n d c l e a r l y v i s i b l e , y o u r t o p b e n e f i t s

a r e h i g h l i g h t e d , a n d y o u h a v e s o m e f o r m o f

s o c i a l p r o o f .

 

DO YOU HAVE AL L THE

RE LEVANT I N FORMAT ION ON

THE PAGE ?

T h i s i s o n e i t ’ s e a s y t o o v e r l o o k i f y o u ’ r e i n a

r u s h t o l a u n c h . H o w e v e r , e v e n t h e b e s t

r e s p o n s i v e l a n d i n g p a g e s s o m e t i m e s n e e d a b i t

o f t w e a k i n g .

T o l o o k f o r p r o b l e m s t h a t a r e n ’ t o b v i o u s o n

d e s k t o p , m a k e s u r e y o u c h e c k o u t y o u r l a n d i n g

p a g e o n p h o n e s a n d t a b l e t s b e f o r e y o u c l i c k

‘ g o ’ o n y o u r c a m p a i g n .  

 

DOES YOUR LAND ING

PAGE LOOK GOOD ON MOB I L E ?

GU IDE USERS

THROUGH A

RESPONS I VE

BOOK ING ENG INE

W h e t h e r y o u r u s e r s a r e o n d e s k t o p o r

m o b i l e , t h e r e s h o u l d b e a n a c c e s s i b l e , e a s i l y

n a v i g a t e d b o o k i n g e n g i n e f o r t h e m t o u s e .

I f y o u r b o o k i n g e n g i n e i s n ’ t u p t o s c r a t c h ,

y o u r i s k l o s i n g y o u r u s e r s a s s o o n a s t h e y

t r y t o m a k e a b o o k i n g .

Y o u r b o o k i n g e n g i n e p r o v i d e r s h o u l d p r o v i d e a

c l e a n , s i m p l e s o l u t i o n f o r b o t h d e s k t o p a n d

m o b i l e d e v i c e s .

T h i s b e n e f i t s n o t o n l y t r a f f i c f r o m y o u r l a n d i n g

p a g e s , b u t a l l t h e t r a f f i c o n y o u r s i t e .

I f y o u t r u l y w i s h t o d r i v e d i r e c t b o o k i n g s , y o u r

b o o k i n g e n g i n e n e e d s t o b e a s i n t u i t i v e a s o n e

t h e y ’ d f i n d o n a b i g O T A o r t h i r d p a r t y s i t e .

DON ’ T DUMP

USERS I N TOO

LATE I N THE

BOOK ING

PROCESS !

N e t A f f i n i t y d a t a s h o w s t h a t l a n d i n g

u s e r s o n a p a g e o n y o u r m a i n

w e b s i t e , r a t h e r t h a n i n y o u r b o o k i n g

e n g i n e , i n c r e a s e s c o n v e r s i o n r a t e

s t r o n g l y .

U s e r s a r e m o r e l i k e l y t o s i m p l y

b o u n c e o u t o f y o u r w e b s i t e i f t h e

f i r s t t h i n g t h e y s e e i s a p a g e i n y o u r

b o o k i n g e n g i n e .

You want to be clear and direct in yourmessage to visitors, but you don’t want them to

feel forced into deciding.

A landing page is the perfect compromise. It sends only the message you want, it’s exactly

what guests want to see (because they clicked on the ad), and it leaves the door open to either

book, come back later, or leave.

USED PROPERLY, LANDING PAGES SEND THE RIGHT MESSAGE TO THE

RIGHT PERSON AT THE RIGHT TIME.

THEY HELP CONVERT PAID TRAFFIC INTO DIRECT BOOKINGS.

A T N E T A F F I N I T Y , W E ' R E E X P E R T S I N H O T E L

T E C H N O L O G Y A N D C O N V E R S I O N R A T E G R O W T H F O R

H O T E L S . I F Y O U ' V E G O T Q U E S T I O N S , E M A I L U S A T

S A L E S @ N E T A F F I N I T Y . C O M

THANK YOU !