Also known as “landing pages”, these are specific pages within a website dedicated to achieving a single goal: converting visitors into leads or customers. Unlike a normal web page, a landing page has no menus or links to distract the user, which means we manage to focus attention on the desired action.
Generally speaking, a well-structured and well-designed landing page can reach a conversion rate of up to 9%. While it's true that this percentage can vary depending on the sector, it's worth dedicating the necessary resources to captivate our audience with specific, eye-catching content.
Do I need a landing page for my hotel?
A landing page is synonymous with benefits, in the broadest sense of the word. With it, we not only get to select the content we want (specific to our niche or to whatever we want to promote) and serve it to users on a plate, but we'll also generate traffic, reinforce our online brand identity and, finally (and if our landing page has a good conversion funnel), secure the leads we'd been hoping for.
What's more, landing pages are a fantastic tool that (also) let you segment your audience and offer personalised content to different types of customers, increasing the effectiveness of your communications.
8 compelling reasons to implement a landing page
Let's get to what matters — the advantages of a landing page for hotels:
- Focus on the specific. A landing page lets you direct visitors towards a concrete goal, which increases the chances of conversion by reducing distractions and concentrating attention on the desired action.
- Optimisation and analysis. Landing pages make it easier to measure the success of your promotional campaigns through analytics tools. You can track conversions, visitor behaviour and the effectiveness of your CTAs. This data is what will let you create better campaigns in the future.
- It improves SEO and ranking. A landing page is always governed by a set (usually not a very large one) of keywords. Landing pages let you optimise content with keywords, improving your hotel's web ranking in search engines.
- It collects valuable information. Through a landing page, you can obtain data from visitors via forms. This way you can build a database of potential customers and personalise future communications. One more tool for segmenting your audience.
- It improves your brand image. A well-designed landing page that's consistent with your hotel's visual identity reinforces brand image and the perception of professionalism and quality among potential customers.
- Quick and easy to create or modify. When a hotel urgently needs to promote one of its services, an event or a new product, creating a landing page is relatively easy to do and doesn't take too long.
- Different pages for different segments. Landing pages let you segment marketing campaigns aimed at specific audiences. For example, you can have different landing pages for events, family activities, couples' activities or exclusive offers, each tailored to the needs and interests of those segments.
- It improves UX. If your landing page is well structured and offers smooth, simple navigation and relevant content, making the booking process easier, you'll most likely leave a positive mark on your user.
Types of landing pages
Not all landing pages are the same. Their structure and design will depend on our end goal. Here we explain the most interesting landing pages for the hospitality sector:
Microsites
Microsites are small websites dedicated to a particular campaign or event, offering a richer, more detailed experience of the live promotion. This type of landing page is independent of the main website and has its own URL. Where is it most common to use Microsites?
- In the creation and promotion of events
- In marketing campaigns
- In awareness campaigns
- In games or brand gamification activities
Lead Generation Page
These are designed to collect contact information (name and email) in exchange for an offer, usually free, such as an eBook, a webinar, or a product trial. They are pages fundamental for building a database of potential customers interested in your products or services.
Product Detail Page
These focus on a specific product or service, providing all the features, benefits and details to persuade visitors to make a purchase or take a specific action — for example, a booking. This type of landing page can be very interesting for promoting spa and wellness or dining services within the hotel.
So, is it worth it?
In such a competitive market, where capturing the consumer's attention is harder than ever, landing pages stand out as an essential tool that can set your hotel apart, providing a competitive advantage.
In the end, a well-designed landing page isn't just a good investment — it's an essential investment for the growth and success of your hotel in the digital arena.
Take your hotel to the next level
If you want to improve your hotel's reputation, grow direct sales and revolutionise the way you communicate with your guest, request a free loyalty audit and optimise your service to maximise customer satisfaction and retention.
