Want to Sell to Hotels? Your Website Could Be Working Against You
Why & How Many Hotel Vendor Websites are the Reason for Low Sales
Here’s the hard truth that many hotel vendors may not be ready to accept - your lackluster website is killing your bottom line.
Complex navigation, unclear value proposition, thin content, and no easy path to conversion are just a few of the culprits.
Your website is often the first touchpoint potential customers have with your business. It's not just a virtual brochure; it's a powerful tool that can make or break your bottom line.
On the InnSync Show, Cory Falter and Sam Dunning from Web Choice UK share some website design tips for B2B websites and how they directly impact revenue.
From common pitfalls to strategies for success, this conversation shed light on the importance of a well-crafted digital presence.
Watch the InnSync Interview here >>
Avoid Common Pitfalls in the B2B User Experience
Unfortunately, many hotel vendors fall into the trap of neglecting critical aspects of user experience, and this negligence can be costly.
From mobile optimization to testimonials, here are some common pitfalls Sam and Cory discussed.
Lack of Mobile Optimization
Many B2B websites need to pay more attention to mobile optimization.
“So you open the site on your mobile phone, and it looks a bit like a potato. Perhaps the menu navigation is quite difficult to access.” Sam says. “You're clicking it. You're trying to zoom in. You're trying to scroll around. You can't see what's for what. Additionally, many companies forget to make their menu bar sticky, and that's a mistake.”
A mobile-optimized website is crucial because it ensures that potential customers have a seamless and engaging experience, regardless of the device they use, ultimately increasing the likelihood of conversions and boosting your bottom line.
No Clear Value Propositions
Many B2B websites need clearer value propositions.
“When someone lands on your homepage, whether they've come from a Google search, been referred to you or elsewhere, they're usually time poor. And they do not want to spend a ton of time trawling for your site to know what you do,” Sam says. “So they want to quickly be hit with a clear value proposition on your home page to know exactly what you do, the juicy problem you're going to fix for them, or how you're going to improve their life or business.”
When potential customers land on your website, they should quickly grasp the unique value you provide. Instead of confusing them with industry jargon or long-winded descriptions, highlight the problems you solve and the benefits you offer.
A concise, compelling value proposition can engage visitors, helping them see why they should choose your services over competitors.
No Effective Use of FAQs, Social Proof, Testimonials, and Pricing
Most website visitors want to quickly understand your services, expertise, track record, and pricing.
“Strategically placing FAQs and testimonials on your site can significantly enhance user trust and engagement,” Cory says. “These elements should be easy to find and directly address common questions and concerns your prospects may have.”
FAQs and testimonials are powerful tools to build credibility and answer potential clients’ questions.
By prominently displaying these elements, you can alleviate concerns, showcase your expertise, and provide social proof that reinforces the value of your services. This strategic placement can lead to higher engagement and increased conversions.
8 Website Design Tips for Your Hospitality Vendor Website
Implementing effective strategies can transform your website from a simple digital brochure into a powerful tool that drives revenue and engagement.
Here are some critical strategies discussed by Sam and Cory:
1. Include Proof of Results
“Building trust with potential clients is crucial,” Sam noted. “Utilize case studies, testimonials, and client review videos to prove your results. This builds confidence in your ability to deliver on your promises.”
Proof of results is essential in establishing credibility.
Case studies and testimonials offer tangible evidence of your success, making it easier for potential clients to trust your capabilities. You can significantly boost your conversion rates by highlighting real-world examples of how your services have benefited other clients.
2. Add a Page with Transparent Pricing
“There’s a debate about displaying pricing on B2B websites,” Cory pointed out. “However, being transparent about pricing can filter out unqualified leads and attract serious prospects. Address common pricing objections and provide clear information about your pricing structure.”
Transparent pricing helps to set clear expectations for potential clients.
By openly sharing your pricing structure, you can avoid wasting time on leads that are not a good fit and attract those genuinely interested in your services. This clarity can streamline the decision-making process and improve overall client satisfaction.
3. Align Marketing with Sales Goals
“Aligning marketing efforts with sales objectives is essential for effective lead generation,” said Sam. “Marketing should qualify leads effectively to ensure sales teams can focus on high-quality prospects.”
Ensuring that your marketing strategies are aligned with your sales goals is crucial for seamless lead generation. By qualifying leads more effectively, your sales team can focus on converting high-quality prospects, ultimately driving more revenue.
4. Leverage Sales Team Insights
“Regularly consulting with sales teams to understand common questions and objections can help create content that directly addresses these points, improving the overall user experience,” Cory suggested.
Your sales team interacts directly with prospects and customers, making them a valuable source of insights. By leveraging their knowledge of common questions and objections, you can create content that addresses these issues head-on, enhancing the user experience and increasing the likelihood of conversion.
5. Utilize AI and Tools for Enhanced Content Creation
“AI tools like ChatGPT can help generate initial FAQ lists,” Sam explained. “While these tools provide a good starting point, it’s important to refine AI-generated content with insights from your sales team to ensure relevancy and accuracy.”
AI tools can be a great asset in content creation, providing a solid foundation for FAQs and other informational content. However, it’s crucial to refine this content with input from your sales team to ensure it is relevant and accurately addresses the needs of your audience.
6. Create Evergreen Content on your Hotel Vendor Website
“Evergreen content is invaluable for improving SEO,” said Cory. “Focus on creating relevant content over time and repurposing it to maximize its reach and impact.”
Evergreen content—content that remains relevant and valuable over time—is essential for long-term SEO success. By creating and regularly updating such content, you can continue to attract and engage visitors, enhancing your website’s performance and visibility.
7. Ensure the Design is User-Centric
“Approach website design from a user’s perspective,” Sam advised. “Imagine you’re a prospective customer visiting your site for the first time. What information would you want to see immediately? Ensure your website provides a clear, intuitive user experience.”
Design your website with the user in mind.
By prioritizing ease of use and ensuring that critical information is easily accessible, you can create a more engaging and effective digital presence.
8. Simplify the User Experience
“Remove unnecessary complexities from your website,” Cory recommended. “Focus on intuitive navigation, clear calls to action, and a straightforward path to conversion. The easier users find what they need, the more likely they are to convert.”
Simplifying the user experience is key to keeping visitors engaged and guiding them towards conversion.
Streamlined navigation, clear calls to action, and a straightforward user journey can significantly enhance the effectiveness of your website.
Improving your B2B website isn’t just about aesthetics—it’s about creating a functional, user-friendly experience that drives revenue.
These website design tips are here to help you address common pitfalls, optimize content, and enhance collaboration between marketing and sales. With these tips, you can transform your website into a powerful tool for growth for your hospitality vendor business.
About Lure Agency
Lure Agency is renowned for its passion for R&R – Relationships and Revenue. This Hospitality B2B marketing agency stands out for its unique "Science and Soul" approach, expertly fusing data-driven strategies with creative flair. Specializing in helping independent resorts, tech companies, and suppliers and vendors in the hospitality industry.
Lure Agency crafts success stories by balancing human connection with tailored strategies. Their work goes beyond mere business transactions; it's a journey of collaboration and innovation.
Lure Agency is committed to concocting success stories and inviting interested parties to learn more at www.lureagency.com.
Susan Tucker
Partner & COO
Lure Agency
