7 Signs Your Hotel Website Needs a Redesign

We all know having a strong online presence is no longer optional. What we sometimes still struggle to grasp is websites are an investment in the future success of your business, and it’s important to view it that way. It’s never ‘done’ or ‘final’ and it shouldn’t be. The nature of the web is constantly evolving and savvy marketers and companies need to evolve with it. Below are 7 reasons why your hotel may be in need of a website redesign.

1. Is your current site an “Out-dated” Design?

If your site was built years ago it could look a bit dated. Does it set the right tone for your potential guests? Most hoteliers agree that the guest experience starts before entering the lobby. With the rapidly changing design trends of recent years, aesthetics have changed. Cutting edge designs a couple of years ago may look tired to the guests of today.

Also, check your website compared to your competition. Where do you stand in relation? Do you have updated photography? Is your site easy to navigate? These details make the difference for bookings on a successful site.

2. Your Site is not Mobile Friendly

With more users searching the web from mobile devices in 2015 than ever before, targeting the mobile market is essential. Studies show that there has been an increase of 50% over the last year in mobile device searches. With that kind of growth, it’s no wonder that not having a responsive site is at the top of the list for needing a redesign. Ensuring a user can access content from multiple devices is key. Having a mobile friendly, responsive website, is crucial to looking professional. Optimizing websites for mobile, tablets and desktops is no longer just a nice site add-on. It’s imperative.

3. Hotel Rebranding

If you are going through the steps of rebranding your hotel, from a hotel name change or logo update to as significant as completely revamping the property, it’s a good idea to refresh your website at the same time. This will keep your online marketing tools in alignment with your brand strategy. It is important to keep the rebranding consistent by showcasing your brand with an updated and truly reflective website.

4. Your Site is too Slow

Today’s users are impatient. “Time is money” has never been more true than online these days. We’ve become so impatient in fact a study by KISSmetrics revealed that almost half of internet users will abandon a site altogether if it takes longer than 3 seconds to load. That means if your site doesn’t load within 2 seconds you could be causing potential guests to click elsewhere! Don’t risk losing these bookings by frustrating users with a slow loading website. If you’re unsure of your site’s speed, test it here for free with Google’s PageSpeed Insights tool.

5. Your Site is Not Showing up in Search Engines

Visibility in search engines is considered key to attracting site visitors. If you are practically nowhere on search engines, then it may be time for a new website to help boost your SEO and search engine visits. Make sure your web design company implements SEO best practices. Not sure what to be focusing on for SEO in your redesign? Check out this list of SEO competencies and tactics.

6. It’s Hard to Make Updates to Your Website

It’s important to make continual updates to your site by adding new specials, promotions, and things going on in the area. If updating your site is difficult, consider a redesign. Your site should not be hard to make updates too, or be too difficult to understand. Make sure to hire a web developer that can easily show you how to use a content management system that fits your experience and the goals for the site.

7. You are Losing Direct Bookings

Are you seeing a lack of conversions? This could be due to having a site that is hard to navigate, no clear call-to-actions, or having a difficult booking process. Maybe your users are bouncing off quickly because they are not having a good user experience. Remember along with the lack of patience, most users will not “look for” your booking channel.

If you think your site navigation could be streamlined or call-to-actions made clearer, it’s imperative to work with a web design company that understands the user experience and best practices when it comes to hotel web design. Using Google Analytics to understand where you are losing customers in the booking process can help to constantly tweak your website as needed. An experience web designer will not only use industry best practices and design aesthetics but also a solid analysis of your analytics.

Next Steps

If any of the reasons above apply to your website, it may be time to consider a redesign. Website design is never ‘done’ or ‘final’ and it shouldn’t be. You need to be constantly monitoring your website and analytics and tweak as needed. Work with a high quality hotel web design company while considering a website redesign. Make sure your site is easy to navigate, has clear call-to-actions, great photography, clear accommodation and amenity information and most importantly, easy booking steps.

 

About Lani Gregory

Lani Gregory is a Digital Analyst at hotelmarketingWorks. When she is not busy discovering new digital marketing trends you can find her at the beach with her dog Hank or out on a boat catching some rays. Follow her on Twitter @lanigreg
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