Here’s what you might want to include in your workation and staycation landing pages.
Getting guests back into hotels hasn’t been easy
But in order to draw guests back in, you need an enticing offer and to make sure prospects know about it. That is, it should be easy for potential guests to discover these packages on search engines.
One way to do that is through the use of dedicated landing pages. And once that’s set up, you can use e-mail marketing to direct newsletter subscribers, former guests, loyalty programme members and rewards cards holders to those pages.
So let’s take a look at how you can create better staycation landing pages to attract better leads and land more bookings.
Why your hotel should be using dedicated landing pages
Landing pages should be part of every hotel marketing strategy—now more than ever. We’ve actually previously discussed the benefits of landing pages for hotels but if you’re still on the fence, consider the following.
Hotel landing pages can land your offers in front of better quality leads
Landing pages are meant to focus on one topic—they target specific market segments at crucial moments in their travel purchase journey. As such, the copy is goal-oriented and uses relevant keywords that also match the searcher’s intent. In other words you increase the chances of getting the page in front of the right people, at the right time. That means better quality leads more likely to make a booking.
Put another way: If someone searching for family staycation packages stumbles upon your exciting family staycation offer, there’s a higher chance the reader will convert.
Dedicated landing pages are more convincing
A landing page allows you to be very deliberate about your design and wording—that makes you more convincing than the competition!
Compared to a general page, where the searcher has to click around to find pertinent information, everything the person is looking for on this one topic is clearly outlined in one place.
And since a dedicated landing page focuses on just one topic, it may also minimize indecisiveness stemming from the paradox of choice.
It’s easier for prospects to take action
Landing pages are carefully designed to guide visitors towards one compelling call to action. Because there are no competing calls to action or messages vying for the reader’s attention, it’s much easier for prospects to follow through on their intent and take action.
What should you include on your staycation landing pages?
Your hotel’s staycation landing page should have the following components:
An eye-catching headline
This is one of the first things visitors to your landing page will see. As such it has to pack a punch so that prospects are motivated to continue reading. And you don’t want them to leave after reading a lacklustre heading. As such, a striking headline is:
- Relevant – it matches the visitor’s search terms so they know they’re in the right place
- Concise – so that it is easy to understand and easy to remember
- Interesting – it has to entice people to want to read more
An awesome hero image and appropriate graphics
A hero image is normally placed towards the top portion of the landing page – it is prominent and should be related to the page’s topic. It can shape a visitor’s first impression of your offer, so make sure you choose your best, professionally-taken photos.
For example: If you’re promoting a couple’s staycation, then you might have a hero image of a happy couple toasting to their staycation. All the other images you use should be related to a couple’s staycation.
That means you might choose to include imagery of a couple enjoying the facilities at your hotel (e.g. spa treatment); the setup for a romantic beach-front dinner; the welcome gift that includes champagne and sweet treats. You get the idea.
You might also like: Are you ready for the New Normal Traveler?
Apply established copywriting best practices
Aim for tight yet captivating copy. After all, you want to set the stage without being long-winded. That means short sentences and the use of bullet points.
You also want to counter any objections prospects may have (that will get them backing out of the booking) and answer their most important queries right on the page.
That means your copy would include such details as:
- Package inclusions
- Sample itineraries
- Package pricing
- Available dates
- Booking and cancellation terms
- Your COVID-19 safety measures notice
- Contact data (e-mail, phone number) for any inquiries
A prominent call to action
You can’t have a landing page without an easy-to-spot call to action. But don’t stick with defaults—test colours, placement, and your actual call to action copy to find the optimum combination that will win you more conversions.
Only include links that will help you convert
Experts say landing pages shouldn’t include outbound links—except wherever the call to action button leads. This is because (1) you don’t want to distract from the page goal and (2) you want to minimize (if not eliminate) exit opportunities lest the visitor clicks away and doesn’t return to complete the booking.
That is not to say, though, that special package pages would not benefit from giving prospects additional, useful information that could help them in their decision making. In that respect, a wise solution might be a link for a downloadable PDF file or a ‘mailto’ link.
Here’s an example:
Clicking to view their suggested itinerary opens up a 2-page PDF that outlines what you could do on day one and day two of your staycation.
Just remember that if you do add outbound links, it should contribute to the goal of that landing page. You should also benefit from it in the long run. So whether you have zero links or multiple links, always test for effectiveness.
For more tips before creating your staycation landing pages, take a look at these suggested guidelines.
But it doesn’t end there!
Completing your landing page doesn’t mean your work is done. There are still a few things you’ll need to work on for the best results. Let’s take a closer look at what still needs your attention.
Have you modified the page’s meta description?
We’ve previously talked about search snippets—why they’re important and why you should put in the effort to customize them. The same benefits apply to your special offer landing pages.
That’s why, where possible, you might want to add your own meta description for each one of your workation and staycation landing pages. And while you’re at it, make sure you read these 5 tips to crafting effective title tags.
Here’s a great example to show you just how much of an impact it can have when done really well.
Have you included a package overview on your Offers page?
You want your offers to be easily discoverable on search engines but also for direct entry visitors to your websites. That is why every one of your special deals and packages should be featured on your ‘Offers’ page—that includes workation and staycation packages.
Have you ensured message match for paid ads and staycation landing pages?
If you’re running paid ads for your dedicated landing pages, make sure that your ad copy matches the message of your landing page. If your ad promises a staycation and breakfast offer, then the page it links to should be about your staycation and breakfast offer.
There should be no confusion.
You don’t want visitors to be disappointed when they discover different content than what was promised in the ad. It’s also a waste of money as it will only result on people clicking away, not converting.