Hotel Marketing

WEBSITES FOR HOTELS

Locus Focus builds marketing optimised websites for small, independent hotels and motels.

As we use the Squarespace platform, when your new site is live you can easily edit the content, blogs, event pages or menus without needing a graphic designer or web developer.

One of the principles we believe in is simplicity. You want guests to know how to book directly without even thinking about it.

Here are some of the things a great hotel website design does effortlessly:

  • Attracts more organic traffic through best practice search engine optimisation.

  • Helps your existing guests contact, find you and learn more about extra services (guest experience improvement).

  • Encourages direct bookings through prominent and effective links, calls to action, copywriting and other strategies.

  • Keeps working and causes minimum technical problems.

  • Provides a perfect mobile experience (mobile responsive) and is based on HTTPS (secure website) across the board (for the improved experience and SEO benefits).

We think of all of these things when designing your new hotel website, so you can focus on your guest experience and reputation.


OVAL MOTEL BENDIGO — BENDIGO, AUSTRALIA.

SQUARESPACE WEBSITE, PHOTOGRAPHY, LOGO DESIGN, COPYWRITING, MERCHANDISING, CONTENT MARKETING, GUEST EXPERIENCE, PMS CONSULTING

This popular motel located in Bendigo was built by Locus Focus, and is a great example of a simple yet information rich website that features photography first, and clearly defines the benefits of staying at this motel.

There are very clear calls to action for direct bookings, and reasons to book directly with the motel.

We wrote all the copy on the website, including room descriptions and home page blurb, after staying at the hotel on several occassions, and identifying their unique selling propositions.

Locus Focus also took all photography including hyper local attractions, food photography, room shots, exterior hero photos and even environmental portraits of the hosts Gary and Carolyn who are very much part of the fabric of the motel and the guest experience.

oval-motel-website.png

We also used the built-in menu component in Squarespace to embed the motels breakfast and drinks menus right into the website, without the hassle of recreating a new PDF file with every menu change.

PDF menus are popular on restaurant websites, but they detract from the user experience, are not mobile friendly and lead to a dead end, which are all marketing negatives.

squarespace-menus.jpg

THE RESULTS

Tracking the analytics of the website, they saw a 43% increase in traffic (visitors) after switching to this new website, and a substantial increase in bookings (over 40%) that has been sustained ever since.

This was due to many factors including much better organic search engine optimisation, richer text content, the implementation of HTTPS (secure certificate), reputation improvements, overall site speed improvements and brand new professional photography (100% of the photography was shot by Locus Focus).

Since the launch of the new website in 2017, the website has improved in rankings even further becoming the number one official website in Google search listings for the term “bendigo motels”.

It is also now listed in the number one position in the Google hotel listings organic results as well out of the 40+ motels in Bendigo. The motel is now enjoying consistently high occupancy rates, and has boosted their Google Reviews score from 3.9 to 4.1 over the past 18 months.

“The new website looks sensational. Chris did everything from picking the template to integrating it with our booking system. He also handled all the technical side of changing from our old site and optimised all the words for Search Engines.”
— Brad Gibson, Oval Motel Bendigo.

PORTFOLIO EXAMPLE: BOWEN TERRACE ACCOMMODATION — BRISBANE, AUSTRALIA.

SQUARESPACE WEBSITE, PHOTOGRAPHY, COPYWRITING, BRAND CONSULTING

Launched in May 2018, Locus Focus has comprehensively rebranded Bowen Terrace Accommodation a Brisbane guest-house with over 90 new photos covering not just the property, but the local area, attractions, public transport and restaurants.

Locus Focus was also tasked with rewriting room and property descriptions, and going over the current online presence with a fine tooth comb, ensuring consistent and clear messaging.

The new website received rave reviews from guests the day it was launched, and also resulted in an average time spent on page increase of over 35% over the old website.

The site is now listed in organic google listings as the number two official ‘guest house’ in New Farm.

We deliberately went for a simple, information rich and photography first approach when designing this website. This was to not only encourage direct bookings on the site, but to provide a helpful and informative guest experiences for guests before, during and after their stays.

There is nothing fancy, complicated or distracting about this design, which was exactly the intention.


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