BEYOND WEB SITE PLACEMENT

(This is an article writen for resort owners but the same principles apply to any web site)

So your resort web site has been search engine optimized and the content of your site has been continually expanded with keyword rich information relevant to your resort vacation theme. You’ve taken the time to insure that you have a dozen or more inbound links that are pointed at your web site from other sites and directories (like Resorts Ontario) that carry the same resort theme. You have a good variety of themed outbound links on your web page and some are hot linked in your body text (gooey links). You were even careful to choose your outbound links so that you didn’t have too many that were reciprocal with your inbound links. You properly registered your site with all the major search engines and you’re now reaping the rewards of good search engine placement for your top keyword phrases. You even have some keyword bids running on the web to buy your way to the top for some of the keyword phrases that are really important to you or perhaps to strengthen a sub theme such as weddings or conference business. Custom packages are available on your web site and you went all the way and have an opt-in mail list building off your site newsletter and you do regular promotional package mailings to your customers.

So is there anything left to do??
Of course there is! Internet marketing is like fishing – you can always learn more and improve your success. Here’s a novel notion. What happens if you’re a high ranking site and you’re getting tons of hits but the customers aren’t biting. Well, any good fisherman knows you have to switch locations or switch bait. Since switching locations isn’t an option for most resort owners, you might want to try some new bait to shift your web site viewers from lookers to buyers.
Once folks are on your web site one of the biggest factors that determine whether you get the call or the email query is the look and feel of your site. Most surfers make up their mind in the first few seconds whether they stay or go. Those that stay will drill into content beyond the homepage within the first ten seconds and will view an average of eight pages, spending more time on rates, packages, galleries etc. Here’s what you need to consider to achieve optimum results.

• your site should look professional with minimum clutter and easy to use navigation
• make sure the font is reader friendly
• make sure body text content is organized under logical headers
• forget the pop-ups, (advertising pop-ups that is)
• get to the point, you can provide more information than necessarily to make a sale or precipitate a phone call
• don't oversell, sometimes trying too hard can work against you (eg deep discounting)
• your site should exude quality and value
• differentiate between your site and your competitors sites
• avoid over use of flash and gimmicky type presentations
• never build a web page as a totally dynamic site (over use of asp or php scripting)
• consider load speed but don't fret over plug-ins and make your site so basic that you miss the balance between an up to date site and an outdated look - give your viewers something relevant while the page builds for those that are speed disabled
• do not use fancy intro or cover pages without content or navigation even if you have a "skip intro" button

And the #1 thing you need to convey on your site - TRUST

• avoid over use of claims that can't be backed such as "the best resort in...", "the finest sand beach in...", "the greatest resort value for..." - people are always suspicious of gratuitous claims whether they are true or not.
• don't describe something over the top - "our beautiful fragrant perennial gardens are blossoming with a plethora of wonderful..." - you're not writing a book and you don't want your viewers rolling their eyes - some is ok, too much is too much.
• make your content relevant and put yourself in your customers' shoes.
• be sure your site works with no broken links or non secure payment systems.
• provide confirmation for any on line query or booking services.
• be real, show some empathy and try to bring out the most important features of your property so weary surfers can find their resort match.
• don't try and be all things to all people - focus on what your resort does best or the market you specialize in.
• stay on track - if you’re a big resort with a number of different businesses and both local and vacation markets under one roof then think about creating more than one site or a least make a clear separation between your types of business e.g. resort /conference, accommodation/fine dining.

In summary your web site is a reflection of your business. If your viewers sense any discomfort or negative suspicions in your site presentation they will be gone - and quickly. If they are confused, have to wait too long our see something that does not work - they will be gone.
You have to find the fit and you have to make it comfortable.

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