1. Destination Guide
The golden beaches and watersports of the Atlantic Coast were definitely points that Bowhills felt the need to concentrate on in their descriptive text and as a consequence the landing page read more like a destination guide, with evocative descriptions of the salt-marsh lamb which could be sampled whilst holidaying on the Atlantic Coast. However, this common mistake is made on many tour operators' websites and whilst some descriptive text is a good idea, the emphasis in this instance needs to be on villas and farmhouses in the Atlantic Coast, with particular emphasis on why the customer should book a Bowhills villa. We re-wrote the text concentrating on rustic French farmhouses and spacious villas by the sea, but also mentioning the wealth of experience that Bowhills have in the region.
However, in this case the writing was not the only element that made the Atlantic Coast page seem like a Lonely Planet guidebook. The title of the page was originally ‘Atlantic Coast, France’ so we changed it to read ‘Atlantic Coast Villas’; a more apt description of the product for sale. The picture of the windsurfers only seemed to confuse the mix even more; a quick glance on the website may have made the reader conclude that this company offered holidays windsurfing, which we know is not the case for Bowhills. There’s always the argument over whether a website should show a picture depicting a villa or a destination and this time we opted to choose the destination so as not to detract from the villas which we had featured below.
2. Showing The Villas
The villas were previously hidden away on a separate page, but we felt that as Bowhills’ main product they should be featured on the Atlantic Coast landing page. Although we haven’t shown all the villas, our selection includes some of which are currently on special offer. The bright red colour which we have used in the graphics means that customers are easily drawn in and gives their booking a sense of urgency, as they’ll want to complete the purchase before the offer runs out. We have also made sure that the villas have the main shelf space on the landing page, which meant moving the Bowhills weather motive to the side of the page.
3. Separating The Text
The next change simply involved separating the text out into two separate blocks. This not only makes it easier to read, but means that we can keep the main sales pitch at the top and use the secondary sales pitch at the bottom to talk about the region’s salt-marsh lamb and watersports. As the two blocks of text are separated it is easier to keep them key-phrase rich for SEO purposes, without accidentally resulting in keyword-stuffing.
4. Calls To Action
We finally added two calls to action. The first call to action separates the two blocks of text and invites customers to phone for more information. This doesn’t necessarily result in a booking, but lets customers know how they can make the next step by phoning and speaking to their friendly advisors. The customers are induced into calling by the special offers which, as stated previously, give a sense of urgency to their booking. The second call to action is an enquiry form, which unlikely the friendly advisors is available 24 hours a day. A customer browsing at 4am may have an enquiry but simply forget about it the next morning. Therefore an enquiry form is an excellent way of ensuring 24 hour access to Bowhills.
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