Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
We provided advice and guidance to Alpine Comfort’s well-meaning web designer then complemented this with hands-on SEO techniques that more than doubled the amount of Google visitors and lead enquiries the holiday chalet brand had enjoyed in the previous season.
We were able to half the amount of money Zanzibar’s Pongwe Beach Hotel had to invest each week on paid search advertising in order to generate the number of sales required. We did this by rebuilding their Google Ads campaigns, rewriting all ads and refining keyword bids.
Safari & Beach Holiday’s search network campaigns were suffering badly due to targeting potential customers in the wrong locations and those who use devices that didn’t convert well into sales. We doubled the number of leads they got each month without increasing ad budget.
With the above covered, your site will be attracting more people searching for hotels and guesthouses (as opposed to those who may have stumbled upon it by accident). At this stage, the important thing is to persuade those visitors to make a booking. This is where conversion rate optimisation (CRO) comes into effect, and there some very useful techniques you should be aware of.
For one, try to look at your site through the eyes of someone visiting for the first time. Are your main goals mapped to highly visible elements on your homepage and popular landing pages? Are visitors given an obvious route to get what they came for? Improving your conversion rate can sometimes be a matter of improving the design and location of your “book now” button or contact page. Be sure that your all-important “calls to action” elements aren’t hidden halfway down the page, buried within heaps of copy or relegated to a separate sub-page.
Don’t assume visitors will know their way around your site, and if they can’t find what they’re after don’t expect them to try to navigate around it for very long without giving up. It may sound obvious, but always be aware of the primary goals of your site. The benefits to the customer should be immediately apparent and presented in such a way as to reinforce your main “call to action”. It’s not enough to wax lyrical about a particular hotel destination – you need to tell the customer precisely why they should make a booking with you rather than with your competitors.
Visual authority signals, such as logos (of related tourist companies or hotel organisations), are a great way to communicate at-a-glance information that builds their trust in your brand. Customer recommendations, testimonials and reviews are also usually essential elements most people need to see before they take action and book a stay online or give you a call.
Albion has developed a tried-and-tested approach to conversion rate optimisation best practices and A/B split testing, that our clients swear by. Indeed, by creating a variation of the wording on their homepage or by moving a booking form to a new location, most hotel and holiday websites enjoy much better conversion rates. And by sending a share of existing traffic to each variation, savvy hotel brands are able to prove for a fact which parts of their sites are losing them all-important sales every day.
Your marketing team might already be experts at pushing a unique selling point and explaining your value proposition, but are you sure it is coming across to optimal effect on your site? We can help you find out the answer with a simple and comprehensive digital marketing campaign. We won’t just identify your untapped online search markets and your site’s goals; we’ll help you find and achieve them.
Working with Albion has enabled a number of holiday and hotel brands to grapple with the latest innovations in digital marketing. It has also helped them understand the complexities of increasing targeted traffic and converting more of that traffic into online sales. Because we have done this many times before for hotel, chalet and B&B websites, much of the intelligence has already been collected and put to use on your competitors’ sites.
So if you have done all the work of creating a website for your hotel or invested money in generalist marketing agencies to increase traffic and sales, but it hasn’t achieved the results you expected, get in touch for a free site CRO review and recommendations. If there’s a share of the market you’re missing, this may be the most important thing you can do for your business all year.
Flying the flag for the most notorious pirate ship on the seas
Ahoy, me hearties! Albion’s landlubbers were invited aboard the ship of that scurvy-bitten seadog rogue Calico Jack, to cast light on why the flow of new shipmates was drying up. And shiver me timbers, during our adventures we put all hands on deck to help the crew learn the ropes about reeling in more treasure. Damn your eyes!
Keeping turnstiles spinning at one of the UK’s most loved theme parks
As a popular zoo and theme park in the UK, our client has to keep hundreds of families (and other animals) happy and fed every day as well as keeping the park busy. We work with their in-house team and have contributed to their busiest seasons to date via top Google rankings and a range of online advertising campaigns.
Acquiring repeat customers for a recreational vehicle hire firm
With hundreds of happy customers under their belt, Portugal based Siesta Campers have been first choice for campervan hire for almost a decade. However, the launch of a new site saw their traffic and sales drop do the ground – that is, until we came in to resolve the problems and increase their online sales from search traffic.
