Quality hotel Web design inspires confidence in people booking your hotel online and may mean the difference between a high bounce rate* or a high conversion rate. Web savvy travellers are given a wide choice of ways to book online either directly through the hotel or via numerous travel portals – here are 10 essential design principles to earn trust in your website design and make it an easy decision to book through your site.
The overall look of the hotel Web design is a very important factor in obtaining the trust of the consumer. A website needs to be professional looking to convey trust – this means a clean and clear navigation, no broken links, large quality pictures of your hotel, large call to action buttons, no annoying advertising banners and good use of white space.
Most people understandably are wary of booking online and will only complete the conversion process if they feel the website is secure. You can minimise risk for your customers by incorporating an online booking engine in your hotel Web design which has a secure server, encrypted credit card transactions and gives increased protection.
An easy way to convey trust is to have large, clear and professional images of your hotel as part of your hotel Web design. Westprecinct which offers executive accommodation is a great example of hotel design with a gallery featuring images of all their properties including the dining rooms, bedrooms, bathrooms and outdoor entertaining areas.
Quality copywriting will inspire trust in people to book your hotel. People are quickly turned off a website which has typos, bad grammar, copy which hasn’t been updated in months or copy spammed with keywords. Every aspect of your hotel Web design should work to establish trust with the visitor including your copywriting.
Displaying awards on your website that are voted by industry experts, voted by your peers or by the public is a great acknowledgement they have trust in your product offering. Showing testimonials and reviews from previous visitors who are voluntarily endorsing your hotel are also a great way to show trust in your hotel.
By learning more about the company and its history, this will give people a sense of familiarity and comfort and evoke a feeling of trust. By also displaying genuine images of hotel staff rather than stock images on your ‘About Us’ page, people will be able to put a face to a name and feel more at ease with booking your establishment.
A typical Hotel Web design usually has a Contact Us form but people will have more confidence in booking a hotel that lists alternative contact details such as an email address and telephone number so they can speak to an operator straight away if they have an urgent enquiry and require an immediate response.
When booking hotels, people want to know all the finer details and terms and conditions before they decide on their purchase rather than waiting until they made their booking. By forcing people to check a box stating they have read the website’s ‘terms and conditions’, this will ensure that at least you have people aware they exist on your site.
Hotels or companies in the tourist industry who are not yet established in the marketplace can also borrow authority and trust by listing partners and affiliates as part of their hotel Web design that are well respected within the industry. These may include entertainers, hair and makeup artists and car hire companies for instance.
One of the biggest concerns among visitors to hotel Web sites is what personal information will be collected on the site, how it is going to be used and how your information will be protected. This may be enforced by legislation in some countries. Here is an example of a privacy statement on the Crowne Plaza Terrigal website.
Hotel Website Designers have proven experience in creating beautifully designed and trustworthy websites for leading hotel brands that not only have low bounce rates and high conversion rates but also rank well in Search Engine results for industry-relevant keywords. Contact us to find out more about how we can collaborate with you on your next your hotel Web design or redesign.
*Bounce rate: Web surfers leaving a hotel website within a few seconds (approx less than 10 seconds). A high bounce rate would indicate your site is not relevant to the search they performed or they judged your site to be poor quality.
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