Issue: We’ve optimized the copy for the right keywords, but our website isn’t ranking well.
Need to build more links to the site to improve authority.
Issue: Visitors are coming to the site but are not looking at the products.
Products may out of alignment with what visitors expect to see and want to book. Consider redesigning products.
Consider if your brand is making a good impression on the visitor and if there is enough information to differentiate you from your competition.
Does your brand look and feel real, with actual shots of the product and team? Stock photos may be scaring customers away.
Issue: Visitors are coming to the site and are looking at the products, but not booking.
Consider if your products are well designed and deliver the type of experience that your customer persona desires.
Consider if your products are correctly priced in your market and if it makes sense to choose your tours over another.
Make sure that your product description delivers all of the information needed for potential customers to make a purchase decision.
Install a live chat button so that customers can more easily connect with you and ask you questions about your products. After you’ve responded to their questions, make sure you update your product page with the answer to that question.
Consider if your products appropriately named and organized. Is it clear why a customer would choose one product over another, or will they have a difficult time making a decision because there are multiple similar options?
For high-priced products, consider your customer’s buying journey. It may be that they are only researching different providers prior to making a purchase decision. Deploy retargeting ads in order to be front and center when they are ready to make that decision.
Issue: Website does not have enough visitors.
Work on SEO, launch ads, post on social media, and leverage all online channels available to drive customers to your website.
Other recommendations --
Install analytics so that you can collect data for your site.
Which of your pages have a high bounce rate? High bounce rate pages means that users are not finding the information that they’re looking for and are bouncing off of the page.
Build relationships with other website owners, partners, associations, and your local tourism board and ask them to link back to your website. Inbound links from authoritative sites is the number 1 way to grow your online presence and increase your organic search rankings.
Make sure that your availability is set so that your customers can actually book your products. You’d be surprised how often you forget to set this up or update it seasonally.
Ensure that your booking system is correctly set up. If you selling a private experience or multi-day tour, does it make sense for you to collect complete payment upfront? Or should you collect just a deposit and the remainder at the time of the experience?
Don’t depend on SEO alone to do all the work. You need to diversify your traffic channels and bring customers to your store from a variety of channels. Consider running Google Ads or posting on social media in a strategic way.
Write blog posts that can attract the right type of customers to your site.
Product content and copywriting is important. Make sure that there is plenty of information for the customer to make an informed decision.
Things to double check:
Are we attracting the right type of audience to the site? Based on the keywords people are searching for, does your site align well with what they’re looking for?