Initial impressions of your hotel can often be formed based on what potential guests find on its website, so it is vital that your ‘About Us’ page be eye-catching and inviting in order to entice potential guests and book them as quickly as possible.
Use beautiful images and video to showcase your property. Strategically placed white space helps direct viewers’ eyes towards key information while keeping things from becoming overwhelming.
Make it easy to find.
Not wanting to cause confusion for visitors, you must ensure the same type of content appears across each of your pages – be it About Us, Dining or Weddings – by taking note of what each type of visitor requires on each of those specific pages.
Not only can having one or more About Us pages increase search engine rankings, but creating one also serves another important purpose. A well-written About Us page can connect with your audience and establish the values and culture that define your brand while adding expertise, authority and trustworthiness (E-A-T) to your website.
Targeting specific markets or demographics is especially crucial, as people are more likely to book with hotels that share their interests and beliefs – your About page provides the perfect opportunity to display this and give potential guests a reason for selecting your hotel over others.
Hotel descriptions with effective calls-to-action use subtle, restrained calls-to-action to guide visitors towards making reservations. For instance, they might say something like “come experience” or “come share,” rather than using more direct phrases like “book now.”
Attract visitors using mobile phones by creating a responsive page. Responsive Design Checker can help you assess how your page appears across various screen sizes and devices.
Keep it light: don’t flood the page with text! Too many words on one page reduces its chances of being read by visitors; try focusing more on visual elements, like pictures and videos, while letting your words do the talking instead.
Add links to your social media accounts on your About page so visitors can stay in touch and remain up-to-date on your latest events, offers, and news. Including this option also gives customers another avenue through which to reach you, increase brand recognition and potentially attract new customers.
Make it easy to read.
Your About page’s text requirements depend on the nature and scope of your business, but try not to create a wall of text that looks like an essay assignment. Studies indicate that people tend to stop engaging with websites when the content or layout are unappealing – an abundance of text falls under this category.
Use pictures and video clips of your team to demonstrate what makes your company special, drawing visitors in longer. Doomtree uses audio-visuals to tell their story while also featuring events they host as well as tracks they create for clients.
People want to buy from companies they can connect with and often this means finding one whose values and mission statements align with their own. Your about us page provides an ideal place for this communication, especially as this will likely be one of their first interactions with your brand.
As an eco-friendly hotel, for example, it may be worthwhile discussing what measures the hotel is taking to be more eco-conscious or providing guidance on how your customers can travel more sustainably. This will provide your target audience with insight into who you are as a company and will increase likelihood of buying into your brand.
If your company has been around for an extended period, it’s essential that its history be highlighted on your About Us page. This could include information like its origin story and milestones achieved since inception; any new directions your brand may have taken during this time should also be revealed here.
An About Us page can provide your hotel and company with an opportunity to showcase social proof – press mentions, customer reviews or awards won can all help demonstrate credibility and trustworthiness among potential customers as they explore your website and may ultimately book their stay with you.
Make it easy to book.
Hotels should take note that online travel agencies (OTAs) charge between 15%-25% booking fees, so hotels must make it as straightforward as possible for guests to book directly through their websites. A direct booking engine enables travellers to quickly select rooms, add-ons and book with just a few clicks – this helps minimize abandoned bookings while guaranteeing accurate rates and availability for guests browsing your hotel site.
Your hotel website visitors want more than the basics – they want a sense of exclusivity when they stay there! Showcase the special amenities at your property such as an on-site spa or stunning views over city skylines from private balcon. Incorporating these details into your about page will help connect with guests and convince them to book with you!
Your about page provides an opportunity to promote the culture and values of your business, which is especially essential for luxury hotels, where guests want to feel like their money has been well spent. How you communicate these values through your about page could have a dramatic effect on target market engagement; take the time and care in crafting it correctly!
Your about page must feature an effective call-to-action for booking, which should be prominently displayed across every page and linked directly to the booking engine. Having a “Book Now” button visible across mobile devices makes booking easier for guests and ensures that no booking opportunities are missed out on.
At this stage, it’s essential that the booking process be as straightforward as possible and only ask for information that is absolutely essential for bookings. Too many fields may discourage visitors and cause them to abandon the process entirely – which is why using a website builder that includes accessibility tools may allow you to create an accessible site compatible with any device.
Make it easy to contact you.
Your About Us page is often the first point of interaction with potential customers and provides a crucial opportunity to build trust by communicating your company values. Studies show that consumers tend to buy from brands whose values mirror their own, so ensure the information presented here is both accessible and relatable.
Utilize this page to highlight your hotel’s unique value proposition (USP). This could range from practical aspects such as being near popular tourist spots or transport hubs, or more emotive such as joining a heritage conservation group. Your USP will help your hotel stand out from competitors so make sure it gets highlighted!
Your About Us page is the ideal way to provide contact details, with a form that enables visitors to submit questions or submit inquiries easily. Incorporating a call-to-action that reassures visitors their message will be read and responded to is also beneficial; Choice Screening’s form includes fields to filter spam leads out and features an eye-catching headline reading “Talk with a human now!”.
If you don’t feel like creating an About Us page on your own, content marketing agencies like ContentShake AI offer outsourcing options to create SEO-rich articles in minutes that use real data from your own website as well as SEMRush’s tool to produce engaging and conversion-boosting articles that drive traffic and sales for your business.
An About Us page can help build trust with potential customers and convert them to bookings. With some creative thinking and thought put into its creation, your hotel can create an About Us page that distinguishes itself from its competition.