您的品牌面貌 – 構建面向未來的網站.pdf

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1、THE FACEOF YOUR BRANDBuilding a website for the futureHELLOLucy Chase-GardenerMarketing Director at The Grove David OhandjanianFounder,UP hotel agencyTODAY1.Why a new website?2.Not just a website:the window to your brand 3.A phased approach 4.What does good look like?5.Common Misconceptions&Question

2、s 6.Top 5 Considerations 7.Questions WHY?SEOBrand evolutionOptimisationUX issuesCompetitionConversion rateIntegrationsTHE WINDOW TO YOUR BRANDAlongside social media,your website is the first place many people will choose to interact with your brand.Can you achieve all of your objectives just with a

3、new website?THE GROVE 2023A PHASED APPROACH1.RFP for agency support 2.Research&Analysis 3.Budget&Timeline 4.Design&Site map 5.Creative 6.Build&Content 7.Testing 8.Launch 9.Analysis WHAT DOES GOOD LOOK LIKE?Set measurable KPIsBrand positioningUXTraffic&engagementConversionChannel performance1.Elevate

4、 the brand positioning with an updated look and feelWHAT DOES GOOD LOOK LIKE?2.Simplify the UX to improve the customer journey and encourage faster and more streamlined booking A NEW LOOKWHAT DOES GOOD LOOK LIKE?3.Drive more leisure revenue through websiteL O S S O FR A N K I N G SBRO K E N L I N K

5、Sor missing pagesD I S R UP T I O N I N S I T ES T RUC T UREIMPROVED CORE WEB VITALS CLEANER,SEMANTIC CODEOPTIMISED STRUCTUREMOBILE-FIRST&FAST-LOADING MODERN TECH STACKTH E R E A LITY(when done properly)+34%O R G A N I C T R A F F I CCRAWL&BENCHMARK YOUR CURRENT SITEMAINTAIN URL STRUCTURE WHERE POSS

6、IBLECREATE A FULL REDIRECT MAP BEFORE LAUNCHRETAIN ON-PAGE SEO ELEMENTSOPTIMISE FOR MOBILE&SPEEDKEEP A CLEAR SITE STRUCTURE FOR SEARCH ENGINESTEST EVERYTHINGMONITOR PERFORMANCE CLOSELY POST-LAUNCHH OW TO AVOID LOSING OR GANIC PE R FOR MANC EKey Tips to Keep Your SEO IntactOL D WE BSITEN E W WE B S I

7、 T EWHEN WILL YOU SEE RESULTS?ANALYTICS TRACKING BEGINS IMMEDIATELYREDIRECTS&SEO FOUNDATION IN PLACEEARLY SIGNS:SITE SPEED,MOBILE USABILITY,CRAWL ERRORSLAUNCH DAYWEEKS 14MONTH 13MONTH 36+COMPARE TRAFFIC,ENGAGEMENT&BOUNCE RATES TO YOUR OLD SITEMONITOR WHICH PAGES ARE GAINING TRACTIONMONITOR REVENUE A

8、ND TRACK CONVERSION LAUNCH DAYWEEKS 14MONTH 13MONTH 36+30%ORGAN IC+8%P AGE V IE WS+30%RE V E N UELAUNCH DAYWEEKS 14MONTH 13MONTH 36+SEE CLEARER DIFFERENCES IN TIME-ON-SITE,PAGES PER SESSIONIDENTIFY TOP-PERFORMING CONTENT VS DROP-OFFSFINE-TUNE BASED ON HEAT-MAPS,ANALYTICS&BEHAVIOURLaunch DayWeeks 14M

9、onth 13Month 36+42%I n c r e a se i n W e b si t e C o n ve r si o n R a t e L O N G-T ER M WI NSSEO TRACTION BUILDSCONVERSION RATE TYPICALLY IMPROVESSTRONGER BRAND PERCEPTION&MORE DIRECT TRAFFICIS IT POSSIBLE TO USE AI TO IMPROVE MY HOTEL WEBSITE?Is it possible to use AI to Improve my hotel website

10、?P E R S O N A L I S E D U S E R E X P E R I E N C ES M A R T E R C H A T B O T S&V I R T U A L A S S I S T A N T SD A T A-D R I V E N I N S I G H T SC O N T E N T O P T I M I S A T I O NAI is a powerful tool to enhance both user experience and performance.THINGS TO CONSIDER WHEN LAUNCHING A NEW HOT

11、EL WEBSITE1OPTIMISED MOBILE EXPERIENCEMost visits start on mobile ensure fast load times,easy navigation,and a frictionless booking path.2OPTIMISED BOOKING FLOWClear calls-to-action,Clear Book Direct Messaging,strong integration with your Booking Engine.3HIGH-IMP ACT VISUALSUse professional photogra

12、phy and short videos to showcase rooms,amenities,and atmosphere authentically.Credit:ladyvenusdance4SEO&TECHNIC AL SETUPGet the foundations right:keyword strategy,meta data,page structure,and 301 redirects to protect rankings.5ANALYTICS&PERFORMANCE TRACKINGLaunch with GA4,Google Search Console,and heat-mapping tools to monitor and refine from day one.THANKS AND QUESTIONS