Best Western Plus Beach Resort Hotel

Background

Located directly on the waterfront, with a white sand beach as its backyard, the Best Western Plus Beach Resort Hotel in Fort Myers Beach, Florida has a lot more to offer than most Best Western hotels. But their limited web presence meant that this message wasn’t being effectively communicated to consumers and online bookings were dwindling.

Challenge

Best Western Plus Beach Resort Hotel came to us with a simple goal: increase direct online bookings and draw business away from OTAs and competitor hotels. The challenge for us became: how can we could increase traffic to the site and then use the site content to showcase the hotel’s incredible assets and value proposition to engage and convert visitors?

Strategy

With the goal of increasing conversions and better engaging site visitors, we approached the project with the following strategy:

  1. Use a new set of professionally composed, high-resolution images and videos of the property to showcase its incredible location and facilities on the new site.
  2. Include more clear and persuasive calls-to-action on every page
  3. Have our writing team produce two original 300-word blog posts per month to increase site traffic and engage visitors
  4. Use website copy and messaging to emphasize the impressive value that the hotel offers for beachfront accommodations in Fort Myers.
  5. Leverage the property’s high ranking on TripAdvisor and encourage new reviews with a prominent homepage TripAdvisor widget.
  6. Develop a competitive keyword profile and begin a robust link building strategy to increase search ranking and boost organic traffic.
  7. Create an extensive area attractions guide for the new site, allowing guests to plan their Fort Myers Beach vacation itinerary without leaving the hotel’s website.
Bwbeachroom

263

Unique Visitors

242

Booking Inquiries

31

Bounce Rate

Results

Comparing the first half of 2014 to the same period in 2015, Best Western Plus Beach Resort showed a 242% increase in booking inquiries alongside a 263% increase in unique visitors. In the same period, bounce rate was reduced by 31%.

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