Getting information about your website visitors through the forms they fill, allows you to build a solid database with interesting contacts (potential customers) who like your brand, your hotel. How? With your content offer. That is the key. If they are interested in your proposal and what you offer in exchange for their contact details, they will not hesitate to make that exchange.
For this you must have a blog where you regularly post articles related to your industry. Don’t talk about your hotel, because for this you already have the main pages of your website. In a post you should focus on creating interesting content for your potential guests and offer something more –an extra content (eBook or guide) they cannot refuse– through a CTA. This Call-to-action will take them to the landing page; hence this page is fundamental in the conversion process.
How should landing pages be?
- Write a clear, concise, action-oriented heading. Explain to your visitors what they are going to get, what the benefit of the offer is and how they are going to get it. Use action verbs such as "download" for an eBook or guide, and "watch" for a video. Explain clearly what they will achieve with your content offering. They say good if brief, twice good. It is better to condense content in one page to avoid scrolling down and it is advisable to use bold numbers, vignettes and texts to make the information more easily readable. With too much text on the landing page the visitor could lose focus and leave. We recommend you to include a relevant image, animation or short video to help visually convey the value of content bids to your visitors.
- Delete the navigation menu and links. Since the main objective of your landing page is to generate sales opportunities, it is better to eliminate all distractions. Make sure the form is attractive and the submit button is clearly visible.
- Create a form according to the value of your content offering. That is, the more valuable the offer is, the more information you can ask the visitor in the form.
- Do you want to make sure you receive your contact real email? Here are some tricks: make it clear on the landing page that they will receive the eBook or the guide in their email, create the right expectations, and repeat it in the thank you page that we will see later.
- Add icons to share on social networks. This will also allow them to spread the information to other potential customers in their social network profiles if they consider the content to be relevant and useful.
- Finally, analyse how your buyer persona interprets the content offer. To see how your landing page is working, consider whether you are using the appropriate language, whether the content is appealing or confusing, and whether the form contains the appropriate questions. And make the right changes, one at a time.
If your visit completed the form satisfactorily, congratulations, it is already a lead. Obviously, this doesn’t end here. This user you already know must be able to download the content offer and for this come into play the thank you pages.
These are new pages to which the sales opportunities come after filling out the form on the landing page, that is, where the download link of the offer is normally provided. And we say 'normally' from what we have commented before regarding the contact email.
The thank you page completes the conversion process and can help new leads to continue the buyer's journey process by offering new CTAs with content offers that might interest your new contacts. This can bring them closer to the moment of booking.
How should thank-you pages be?
- It is optional to deliver the promised content offer through a link or to set expectations about what will happen next if the offer cannot be delivered immediately. In the latter case you have to specify where (their email) and when (right after they submit).
- Redisplay the navigation menu on this web page. It allows this contact to surf through your hotel’s website after this conversion into lead.
- Move these prospects further into Buyer's Journey. Take the opportunity to show them another offer that may be of interest and get their attention with another CTA (if necessary and it’s not too aggressive at the moment) to start another conversion process.
- Include social networking icons too in order to expand your reach on these platforms and generate more leads. A good way to encourage engagement.
