Converting visitors into bookings with strategic social media and an engaging front of house.
This independent accommodation provider needed a website that could achieve cut through in a crowded market. Bethshan has always been a well loved brand with a compelling story but was not well known outside its loyal customer base. The proprietors were also reluctant to introduce an online booking system so the new website would have to work extra hard to compete with other channel managed accommodation and the inherent network effect they enjoy.
The challenge was answered by transforming 3 key parts of the customer journey; 1) Content strategy – telling the story with engaging text & images, 2) Search engine optimisation – making the pages Google friendly & easy to scan, 3) Social media marketing – pushing relevant messages to targeted audiences. Engagement statistics have seen a marked improvement since the launch of the new site, including a range of metrics from total new & returning users to declining bounce rate.
