Inside HOM – Hotel Online Marketing Blog

Does every business need a well-designed website? At HOM we believe the answer is ‘Absolutely!’ Not only does a good website help improve people’s perception of your business, it can also increase your conversion SUBSTANTIALLY and in turn your ONLINE REVENUE.  Canberra South Motor Park (CSMP) is one of our latest clients and is already increasing revenue directly through their brand spanking new website; we aren’t called Hotel Online Marketing for no reason! In this article, we have dissected the elements of CSMP’s previous and curent website as we explore the value of good design. And remember, HOM can make your website work in much the same way, so give us a buzz today!

1. Including a Call to Action
CSMP previously lumped all their accommodation options on one page and only provided a phone number (at the bottom of the page). By making individual modules, each with more details and specific booking options, we’ve simplified the process, increasing the likelihood of conversion.

2. Utilise Imagery
Previously, CSMP’s website contained small thumbnails of their property, but the images did not correlate with any specific descriptions. Moreover, their low quality gave the impression that the property was lacklustre. By using high quality images with text descriptions, we made the images useful to website visitors and brought the merits of the property to the forefront. Additionally, by adding a dynamic fading gallery to the top of every page, visitors discover aspects of the property they hadn’t considered.

3. Make Text, Text!
A big problem many websites have is they have text descriptions which have been converted into images. Such text cannot be copied into a word processor (such as Word) for printing. It also makes it is almost impossible to find such content via search engines (such as Google). We have used text specifically to encourage visitors to firstly find and then interact with CSMP’s content.
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4. Utilise Colour
CSMP’s previous colour scheme was garrish and visually distracting. It also did not assist visitors in focussing on the site’s content. Our classy yet subtle colour scheme gives CSMP a fresh visual identity whilst also bringing images and text in focus.

5. Use Space Effectively
CSMP’s previous layout made poor use of the space available in a web browser. We have optimised their new site to maximise this space, whilst remaining suitable for viewing on computers which may have smaller displays. We also made sure to give content room to breathe.

Do’s and Dont’s

	Provide a clear call to action		Forgetting to include a call to action
	Use high-resolution, emotive images		Use dull, low quality, small images
	Encourage interactivity by using text		Having an overly static site
	Use colour for a strong identity		Not presenting a clear identity
	Utilise screen real estate		Wasting space or packing too much information into too small a space.