The Website Strategy Process is a set of techniques and a system for perfecting your website presence and positioning to gain trust and build brand integrity. It was developed and perfected by the Power Marketing Consultant Network as a way to amplify your brand website for digital marketing.

Bonus Summary of Chapter 5 explains what the Website Strategy Process is and why you need it. Click image to go to the strategy.

Messaging, Hot Buttons & Website Strategy Process

In website design process, you will learn that websites today are your brand representation. It’s important that it represents you design-wise with graphics, photography and videos that tell your story. It is the message that is important. Too often website designers get this wrong and put image first. It is the message that counts. Click here to learn more about strategic messaging for you website.

The message is layered; it is never a simple tagline. That is an important part of the brand. But the message is weaved into the site navigation. It starts with hot buttons, which are the few critical things that shoppers must know immediately.

Comparison Shopping

Typically, the Hot Buttons are related to Benefits, Comparison and Objections – three critical points of navigation. You can control the flow and direct travellers through your pages by building on these hot buttons. On Page One, the message is concise and the details follow the links (navigation). Few hoteliers try to compare prices but shoppers will want to know how you compare to others. It’s a good idea to explain clearly what category you are in and provide some idea of how you compare. The Bonus looks at some case studies of how this is done.

Book Direct Strategy & Website Strategy Process

The objective for many hotels and tourism marketers is to get more direct bookings. It’s not always the case, as the market intermediaries are vital. Online travel agents don’t really need your help and you probably can’t compete with them. Nevertheless, if a user comes to your website directly, you will want to convert them by using the strategies and resources noted in the Website Direct Booking Strategy.

The unfortunate reality is that most travellers who visit your site will not book. On average, travellers will visit 24 or more sites and get into a real muddle, often forgetting which site they visited.

For these travellers, you have got to make them Aware of the advantages and features of the destination. You need to build Interest and Desire. Your strategy is to filter early stage browsers off to Learn More pages. You use the same messaging idea but now the hot buttons (Learn More) may have more to do with the destination and why they should come to your island, city, country or destination. Your website should have lots of content to help them see the advantages of visiting your location. These are collateral pages described in the Bonus.

Strategic Thinking & Personalisation

Travel is highly emotional. Physiology plays a huge part in what people like and how they choose hotels and destinations. It is all about personalising and fitting the experience to the personality. The Website Strategy Process goes into all of this and more. Learn More here >>

For the PDF eBook on the Web Strategy Process, Go Here >>