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CAPTIVATE THE CLIENT The best way to convey a professional message is to ensure your website and social media pages look captivating — and with so many tools available , including free and low-cost options , this shouldn ’ t be hard to achieve . Wix , Canva , Squarespace , stock photo libraries and many other online tools can help you build simple but stunning sites . You can even find website builders , like Voyager and Travefy , that are created specifically for travel agencies . If you aren ’ t tech-savvy or lack time , hiring a web designer is a great option too .
Once your site is live , keep your information updated . As Lee pointed out , if potential clients see that your last blog post was uploaded six years ago , they might wonder if you are still in business .
Beyond a place for clients to “ land ” and gather information , business websites hold priceless opportunities to engage and gather customers . “ Websites are no longer static , digital brochures ,” says Mari Pfeiffer , a web designer based in Los Angeles . “ Through features such as email newsletter opt-in forms , booking calendars , membership areas and blogs , websites can be very active . They can help a business get new leads , more customers , and grow brand awareness .”
According to Pfeiffer , a good website has clear messaging , explains what the business does and has plenty of opportunities for visitors to become customers . “ It also has to look gorgeous and load quickly on all devices and browsers ,” she says . “ The site ’ s copy really has to speak in an authentic , caring voice . It has to convey that this business is ready to help customers solve problems or answer questions they have .”
Jen Barbee , Co-Founder and Partner , Industry Relations of Destination Innovate , a full-service tourism marketing partner , believes a strong digital presence for businesses in the travel sphere is even more important since the pandemic has altered travel as we know it . “ The need for a competent digital presence has only accelerated at the speed of , well , the Internet ,” she says . “ Specifically in travel , the pandemic only highlighted the need for people to engage and get to know you .”
BUILD ON WHAT ’ S ALREADY WORKING On top of a consistently updated and professional website , there are a few small things you can do to improve your digital standing . And remember , take it one step at a time and focus on the areas with the greatest payoff .
• Testimonials are key . Especially in a service business , testimonials listed on your website and social media speak volumes to customers . If you feel uncomfortable asking for testimonials from clients , Lee suggests using a thank you email following an engagement as a way to organically source positive comments . “ Instead of chasing people down ,” she says , “ you can use what has already come in , even if they ’ re just small little clips from people .”
• Let your personality come through . Your business is a brand ,
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