How to drive traffic to your holiday home website – here are 4 key ways to do this.
You know the benefits of having your own website:
• it’s yours, you own it
• you can showcase your product your way
• no fitting your details into boxes and checklists
• you can build your email list
• take bookings
But then what?
Just having a website isn’t enough. It’s a myth that you have a website, leave it there and people will find you and your business will grow. Sadly this is not the case you have to work to drive traffic to your holiday home website.
Before you do, consider what action you want visitors to your website to take?
- Visit a certain page
- Sign up to your email list
- Book now
Have this objective in mind before you start driving visitors to your website. And this objective will change, perhaps monthly, but it’s important you keep this objective top of mind.
There are 4 key ways to drive traffic to your holiday home website.
1) Being found organically
In other words coming up in a Google search when someone types a certain phrase into Google. It’s called SEO or search engine optimisation.
If you haven’t already done so, make a list of the keyword phrases that you would like to be found on in Google. List variations of keyword phrases Eg “holiday cottage in Dumfries”, “luxury cottage in Dumfries”. This keyword list can be as extensive as you need it to be.
Some keywords are very competitive such as “holiday cottage in Scotland” this is because there’s a higher volume of searches against these terms. You’ll find that the big agencies and listing sites appear highly in Google searches for this type of phrase. Most are paid for ads (you can see with the word ‘Ad’ next to the search result in a Google search) against such competitive keyword phrases. It’s much better, as an independent cottage owner, to be more specific, more targetted, more niche, with your list of keywords.
On your website, add a different keyword phrase to each page and blog post. It’s still important that your website is written for your reader as Google looks for this. You’ll get penalised if you cram it too full of your chosen keyword phrase. This is where a plug-in such as Yoast for WordPress websites is particularly helpful. Its traffic light system turns green when you have optimised your page against your chosen keyword.
There’s no quick fix to being found in Google. Google has its own algorithm for which websites it ranks. But having your website search engine optimised is vital to getting your website found.
2) Being active on social media
Being active on social media gets you seen by your target market. Also, ensure throughout your social media marketing you put your website address everywhere. Visitors can’t visit your website if they don’t know its address!
On Facebook add it to the About section and add it in text on the header image. In your personal Facebook profile, add your holiday home as your employer and add the url into your personal About section too.
Use Facebook’s call to action button. This sits immediately under the header image and says, for example, Book Now, Learn More, Sign up. Select the best option for you, depending on your objective for driving traffic to your website.
When adding images and memes into social media, add your website address to these. Use a free photo editing tool such as Canva to do this.
In your Facebook posts and Tweets, add teaser text, eo encourage clicks to your website. Text such as “You need to click here to find out how a holiday here can help you relax” with a link to your website to find out more.
Google+ is of course owned by Google so when it comes to your website being found on Google, it makes sense to have a presence here. Set up a Google business page and ensure you add your website details. This allows you to position your holiday home on Google maps too. Visit www.google.com/business to get started.
Think carefully about the titles of your posts in Google+ as these can appear in Google search results. Use key word friendly search titles.
On Pinterest edit each pin to include your website url in the “source” section.
3) Print material
It’s more time consuming to spread the word about your website offline so don’t spend £100s on expensive cards and flyers. It’s a good idea to have some printed material though. You can buy inexpensive business cards and print material from Moo.com and Vistaprint. Ensure any printed material includes your website address.
Hand out your business cards strategically, don’t give them away willy-nilly. Leaving cards on your welcome tray for guests to take away with them or leave a note asking them to hand out to their friends can be effective.
4) Paying for ads
These are an effective way to drive more traffic to your website, for a small amount of money. Although, initially, I appreciate that they can be scary. The easiest way to advertise on Facebook is by Boosting a post that’s already been posted on your Facebook page. The original post needs to include a call to action. In other words, why should they click on the link to visit your website?
Alternatively, creating a Facebook advert in Ads Manager allows you to target your audience and select exactly who your advert will be sent to. Facebook asks for you to select an objective for each ad campaign, one of which is “drive traffic to your website”. This of course, is the one I recommend you choose.
You pay for a selected keyword phrase. Your advert will be shown ahead of the organic searches, to those who type that keyword or keyword phrase, into Google. You pay per click. If you do set up an advert, monitor it carefully and check your spend as it can be costly. There’s a useful Keyword Planner tool within Google Adwords that is very useful. It’s free to use once you set up a free Google Adwords account. Go to Tools, then Keyword Planner. You will see which other keyword searches are being used in Google and also the volume of traffic for these keywords.
When it comes to driving traffic to your holiday home’s website, there’s not one thing will make a massive difference but rather lots of small things that combine and will have an impact on the amount of traffic that lands on your website. Ensure you use Google Analytics to monitor where your visitors come from and which of your social media platforms are working the hardest for you.
Driving traffic to your website is about being persistent, showing up consistently on social media and regularly blogging. Also being as targetted as possible with your keywords helps. The time and effort is worth it when holiday makers find your website and make a booking with you directly.