Is your message what customers want to hear?

Beach, ballroom or barn – whatever space you’re selling, is your message what the potential client wants – and needs – to hear?

Is your website working for or against you?

A website is a living ad for your business. It needs to show the benefit to the customer AND it must be accurate.

Too many hotel, off-site venues and convention centre websites are failing their employer by failing the customer. They’re inaccurate, generic and deliver a corporate sales message built on what a sales team wants to say without thought to what the reader wants to know. And, often without thought to how to make it easy for the planner customer to find that information.

For hotels, the meetings and incentive sector can account for 40 percent of revenue. For convention centres the sector is your sole reason to be. And for off-site venues meetings and incentive are the golden goose which subsidizes your other activities and work.

Are you 100% confident that your website is working for you? Have you wondered why a piece of business didn’t come your way? It could be as simple as your web content. For $300 Destination Doctor can do a web audit of your digital presence to ensure it really is a working asset and not a drag on your business. We have three decades of experience working with the meetings industry. We know the client complaints and we know what your competition is doing.

Our audits focus on content and accuracy. They are not a re-design. It’s a nimble, affordable process.

If you are a web designer or webmaster, we can work with you to hone your client content.

Can you afford the status quo?

To book your audit, email: scribble@ns.sympatico.ca

 

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Eggplant president urges web audits

It’s important for businesses to identify and remove “single points of failure” (SPOFs) from websites. That’s the message from Alex Painter, president of a website speed and performance testing company, Eggplant, to travel aggregator TravelMole.

In listing the issues which impact a website’s performance Painter addressed links and content that slow down connectivity and download speeds. He advised ensuring “static assets have long cache lifetimes” and getting “rid of non-essential content”.

Painter said, “If there is anything on your site that is redundant, get rid of it. It’s the excess baggage to your customers’ serene and speedy journey. Newer features are added more often than older features are removed, building up the number of unused scripts and styles. A full audit of your website or even just your key pages may not be possible at short notice, yet a brief check of the source code will most likely reveal some content that is not needed and could be removed.”

His bottom line is that spot checks and audits will make your site perform better and optimize conversion from clickers to customers. That applies to individual travelers as well as the corporate market. Is your web presence resonating for you or costing you business because of dated and/or irrelevant content? When was the last time your content was updated, fact-checked and read to see if it is on message?

Destination Doctor does affordable web audits for properties, destinations and venues.