How Design & Marketing go hand in hand

“Love and marriage, love and marriage, go together like a horse and carriage. This I tell ya brother, you can’t have one without the other.”

Presented by Lyles Armour

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

| Table of Contents

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

01Recap of

Marketing & Design

02Design & Marketing

Website Components

03Key Takeaways

04Upcoming Webinar

- Remarketing -

05Thanks for

Attending

PQ| Question #1

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

PQ| Question #2

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

01 | Internet Marketing & DesignGet the user to go where you want them to go…

Internet Marketing

Increase visibility

Drive quality traffic

Convert lookers into bookers

Build brand awareness

Monitor visitor behavior

Built with DESIGN in mind

Design

Build brand awareness & credibility

Easy to find what they came for

Easy to use and navigate

Ability to share content

Funnel to complete a reservation

Built with SEO in mind

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

Internet Marketing Program + Good Website Design = Greater Conversions

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

Other Components

Clean Consistent Coding

Domain authority (descriptive domain name)

Dynamic content

HTTP Status Codes (200, 301, 404)

Server settings

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Search Engine Optimization (SEO)Design & Marketing Website Components

SEO is the process of getting traffic from the free organic natural search results on search engines like Google, Bing, and Yahoo.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Search Engine Optimization (SEO)Design & Marketing Website Components

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

SEO 101

<title>[Title goes here]</title>

<meta name="description" content=“[Description goes here]" />

<meta name="keywords" content=“[keywords goes here]" />

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Structured Data (Schema)Design & Marketing Website Components

Schema provided richer search results in search engines, by provide much greater details about your webpage.

Search engines including Google, Bing, and Yahoo! rely on Schema.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Structured Data (Schema)Design & Marketing Website Components

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Canonicalization & RedirectsDesign & Marketing Website Components

Canonicalization

Refers to individual web pages that can be loaded from multiple URLS.

• http://www.example.com/

• http://www.example.com/index.html

• http:/example.com/

• http://example.com/index.html

Redirects

The process of forwarding one URL to a different URL.

• 301 – Move Permanently

– Passes 90-99% link juice

– Best method

– Tell the search engines that the exit has changed

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | UsabilityDesign & Marketing Website Components

Usability is about how your guests interact on your website as it relates to completing your ultimate goal:

• Booking a room

• Filling out a website form

How do you improve website usability?

1. Responsive website design

2. Clean navigation

3. Conversion-focused page layouts

4. Fat footers

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Usability – Responsive Website DesignDesign & Marketing Website Components

Responsive website design is a design approach that allows your website to “respond” or resize itself by adjusting the layout so that it can be seen on desktop, laptop, tablet, and mobile devices.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

Desktop Laptop Tablet Mobile

Why you need a responsive website design

• Recommended by Google

• One website, one URL

• Access to all pages

• Access on all devices

• Better user experience

• Cost effective

• Easy to manage

• Help combat high bounce rates

• Increase conversion rates (bookings)

• Your competition is already doing it

02 | Usability – Clean Header & NavigationDesign & Marketing Website Components

A clean header helps guide your guest to the most important information on your website.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

Do’s and Don’ts

Do’s

• Lead with your money pages

• Top link should be clickable

• Your logo is your home link

• Include contact options

• Use subnav for interior pages

Don’ts

• Start with a home link

• Clutter your navigation

• Have too many dropdowns

• Have too many links

• Link to mobile website

02 | Usability – Conversion Focused Page LayoutsDesign & Marketing Website Components

Conversion-focused page layouts provide the guest with a clean look that makes it easy to find specific details about the page they are on.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Usability – Fat FootersDesign & Marketing Website Components

Not too long ago, most footers were not more than a single line with a simple copyright notice and a link to the site designer.

Nowadays, the size of footers has increased. It’s important to provide your visitors with something to do when they make it to the end.

• Make a reservation

• Call or email you

• Visit your social mediaaccounts

• Read recent blog posts

• Offer specials

• Sign-up form

• Photo gallery

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | URL Structure & Website TrackingDesign & Marketing Website Components

The structure of your URLs are important to provide consistent website tracking. URLs should be SEO-friendly, simple to understand and meaningful.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

3 Main Benefits of URLs1. Semantics2. Relevancy3. Links

Tips for SEO-friendly URLs• Use hyphens• Main content in top folders• Avoid capital letters• Block bad URLs with Robots.txt• Make them easy to read

URL ExamplesExp 1: www.example.com/rm/collection/B0007TJ5OG/102-8372974-4064145?v=suite&n=502394&m=ATVP&n=3031001&s=rooms&v=lyles

Exp 2: www.example.com/category/all-rooms?rm=lyles-suiteID=0219

Exp 3: www.example.com/rooms/lyles-suite/

02 | URL Structure & Website TrackingDesign & Marketing Website Components

Google Analytics is our recommended choice for tracking visitor behavior on websites.

1. Understand what leads guests to your website

2. Understand your audience engagement

3. Understand how your guests are accessing your website

4. Understand what is generating the most revenue

5. Understand your traffic sources

6. Understand your business trends

7. Understand where your content is shared on various social accounts

8. Create your own custom reports/dashboards

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Sitemaps & Robots.txtDesign & Marketing Website Components

Sitemaps (HTML / XML)

HTML sitemaps help your visitors find pages on your website through an organized list of web pages.

XML sitemaps help search engines locate your webpages during the crawling process.

Other Types of Sitemaps

• RSS feeds (blogs)

• Video

• Image

XML Sitemap

loc: Is used to link to the page

lastmod: Date the page was last modified

changefreq Is the avg. change frequency of the page (hourly, daily, weekly, monthly, yearly...)

priority-tag. Page importance 0.0 to 1.0

Submit your XML Sitemap to Google, Bing & Yahoo and add it to your robots.txt file

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Sitemaps & Robots.txtDesign & Marketing Website Components

Robots.txt

Robots.txt files tells search engine crawlers which directories can or cannot be crawled.

1st thing search engines or “bots” look at to request permission to access a page or not.

Example

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Design & Marketing Website ComponentsA website design with marketing in mind includes…

What we’ll review

1. SEO (title, description, keywords, headers)

2. Structured Data (rich snippets, schema)

3. Canonicalization & Redirects

4. Usability (responsive, CTAs, forms)

5. URL Structure & Tracking

6. Sitemaps & Robots.txt

7. Social Media & Remarketing

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

02 | Social MediaDesign & Marketing Website Components

Using social media is a way to drive visitors and traffic to your website and lets you communicate news related to your property or website.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

Social Media will;

1. Increase brand recognition2. Improve brand loyalty3. Provide more opportunities for

sales4. Higher conversion rates5. Higher brand authority6. Help with search engine rankings

Social Media best practices;

• Be mindful of the character count• Use pictures often• Stay away from canned messages• Follow the 80/20 rule• Mix it up• Test everything

02 | RemarketingDesign & Marketing Website Components

Remarketing enables you to re-engage with your audience and display an ads on other websites in an effort to get them to return to your website.

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

03 | Key Takeaways

1. When hiring your next design company be sure their websites designs work with your marketing efforts.

2. Make sure you have clean descriptive unique meta tags.

3. Use Schema to provide search engine more info about you webpages

4. Have a responsive website

5. Make sure you have SEO-friendly URLs

6. Make it easy for guests to navigate through your website

7. Use sitemaps to tell the search engines about your website

8. Block unnecessary sections of your website using the Robots.txt file

9. Provide your guest opportunities to share their experiences/findings

10. Remarket to those who leave your website.

11. Monitor and adjust your approach based off your visitor’s behavior

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

Remarketing - What is it & why you need it!

81% of travelers abandon their online booking but there is an opportunity to influence them to complete their reservation. In this webinar, learn what remarketing is and how it can be

successful in driving visitors back into your booking engine.

Presented by Liz Day

When: March 19th at 3PM EST

Register at: www.rezstream.com/webinars

You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

| Thank you for Attending!

SurveyI would love to hear your direct feedback. Please fill out the survey that you will receive after the conclusion of this webinar.

EmailIf you have questions on how you can increase your revenue with marketing or a new design.

Offers

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You Provide Hospitality. We Provide Solutions3801 E Florida Ave. Suite 800

Denver, CO 80210866.360.8200

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