Is your website your company’s shop window? Then take a minute to put yourself in your customer’s shoes and take a really good look at it. Is it just in need of a bit of spit and polish, or should you just take everything down and start again? Are you being dwarfed by the competition – can anyone even find you? Or are you one of the many travel companies that don’t even have a website at all?

Level the playing field

A huge number of travel companies are in this bracket, put off by the perceived cost and lack of in-house expertise to help them get a competitive website off the ground. This means that little fish often just stay little fish, until the big players swallow up all the market – thanks to the high profile visibility and functionality of their websites. With a few simple tips and ideas to help you understand the potential power of your website, you can take control of your online presence and ensure your shop window is more inviting and efficient than the operator next door.

Branding

A strong brand communicates the personality of your company and helps you to stand out. Invest in the services of a design professional to ensure you get it right – don’t use shortcuts like clip art or imitation of an existing design – the results could be disastrous. Keep it simple, fresh, clean and original – contemporary but not ‘fashionable’ – to ensure it lasts a long time. On the technical side, it’s important to use legible typography and to create the logo in a vector format to ensure it can be used at any size and across any media.

Website design

Again the key focus here is simple, clean, professional and consistent. Make it easy for your customers to get where they need to go by reducing clicks and keeping the design legible and consistent. Use your logo as the home page anchor in the top left, with all headers, body text and colour the same on each page throughout. Always think about multiple platforms and mobile devices – clarity and simplicity help to keep the site accessible for all.

Creating a superb company website doesn’t have to be a dark art, it’s about making a few simple choices and investments up front to ensure you have the professional guidance to get it right. From that point on, its destiny is entirely in your hands.

 

By Andy Speight, Managing Director at Digital Trip

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