Content Development
To serve as an effective engine of new business -- that is, to build your customer base and drive bookings -- the content on your website must do two things.
First, it must convince human visitors to take action. It must speak with your voice, through compelling copy that hums with vitality, and it must compel immediate action by weaving subtle sales psychology and the principles of conversion optimization into every page and statement.
Second, your site must speak to search engines with equal fluency. Beyond its human voice, your site must master the science of the search engines and provide the key elements required by their ranking algorithms. Otherwise, given the intense competition online, your site might as well be invisible.
Together, a site with a shining design and words that sing create a powerhouse business engine that can skyrocket your hotel’s online performance.
- Generate more traffic for a broader range of keywords
- Hook readers on your hotel
- Drive both immediate action and repeat visits
For hotels, it’s imperative that your site cultivate an impression of your property as an extension of the experience guests most desire. Then, at the same time we are getting visitors to daydream about staying with you, we invest your website with careful strategy and psychology that generates immediate action, repeat visits and recurring business. For maximum impact, content development comes in many layers:
| Website Content | Lay the foundation with a website that doesn’t just sit idle but comes to life, takes the visitor by the hand, and leads them on a trip to an exciting destination they didn’t even realize existed: your property. |
| Blog Development | Create as many doorways into your site as possible through a blog’s unique strengths at keyword diversification and social sharing. Then, enhance your authority and customer engagement by becoming a recurring expert resource. |
| Landing Pages | Create additional doorways into your site with specialized pages dedicated to individual marketing channels and campaigns; these pages not only create additional pathways to your site, they are specifically designed to be “sticky” and action-driven. |
| Conversion Optimization | Carefully sculpt sales funnels that strategically capture traffic at every stage of the travel research and buying process, and then optimize those pathways with powerful, persuasive content that compels both immediate action and return visits. Ongoing testing drives sustained performance improvements over time. |
| Video Marketing | By building out the “meat” of your site, we can both bring your property to vivid, multi-sensory life and also establish your brand as the go-to destination in your local market. |
Basic Hotel Website Content Package
All the content you need for a basic hotel website at an extremely cost-effective price! We either use existing content as a base for moderate-to-heavy editing, or we provide you with a questionnaire that enables us to develop basic, all-new content. Regardless, every page offers crisp, clean and compelling content. This inclusive package includes content for the nine essential pages of a hotel website:
- Home
- Location
- Accommodations
- Amenities
- Dining
- Meetings/Events/Weddings
- Specials
- Photo
- Contact
Content Strategy Consulting
Evision Worldwide will help clients develop a comprehensive online content strategy to meet their needs.
- Site map development
- Sales funnel development
- Conversion optimization
- On-page search engine optimization strategy
- Overall online content strategy
Custom Content Clean-Up Service
Basic service: Using existing content as a base for light-to-moderate editing, we ensure that every page offers content that is crisp, clean and error-free.
Custom Content Refresh Service
Intermediate service: We can use existing content as a base for moderate-to-heavy editing; and/or we can provide you with a questionnaire that will enable us to develop all-new, basic content. Regardless, we will ensure that every page offers content that is crisp, clean and compelling for a fresh and engaging site.
Custom Content Master Service
Advanced Service: We use existing content as a base for heavy editing and new content generation; and/or we can provide you with a detailed questionnaire or conduct interview(s) that will enable us to develop all-new, fresh content. Regardless, every page will feature new content.
- Fully personalized writing that reflects your hotel's unique brand, personality and messaging
- All content produced by senior writing staff
- Includes a kick-off call to discuss messaging and content/website goals
Advanced content produced by Evision is aligned to work seamlessly with your overall online marketing strategy. This service additionally includes:
- Clearly defined sales funnels, from visitor point-of-entry to driving final action
- Search engine optimization, including optimal use of any appropriate keywords, title tags, headers and meta description tags
- Conversion optimization, including use of persuasive psychological cues to prompt desired visitor action(s)
