To begin with, your website is not only an online brochure it is a sales generating tool. It is not meant to serve as reference material secondary to a sales pitch. The website is a 24/7 sales and marketing tool. The website is a "living organism" with descriptive copy, images and keyword updates, special packages, email capture, and overall fresh and locally relevant information--all meant to enhance the user experience and all easily achievable at minimal cost. Therefore, website optimization addresses eDistribution, revenue management, and overall marketing—well outside the role of web designers and more closely associated with eBusiness experts.

Website optimization consists of several core components that combined reflect best practices. These are: user-friendly website, search engine readiness, website bookability, and eCRM. The first two components are further addressed in the remainder of this article. Several features that characterize a user-friendly website and search engine readiness are identified underneath the headings below.

Make a user-friendly website

• Introduce credible and optimized body copy
• Address the "trust" issue to boost consumer confidence (e.g. Privacy Policy)
• Streamline navigation by introducing well defined, easy-to-use tiered navigation
• Increase conversion rates by introducing a robust real-time booking engine
• Consider offering lowest price guarantee
• Set up search/availability box right on Home Page (optional)
• Make all promos and packages bookable in real time
• Optimize images to improve download speeds
• Improve download speeds to less than 15 seconds at 56K ("AOL Benchmark")
• Introduce rich media features: virtual tours, photo shows, floor plans, etc
• Develop sections/pages to target specific customer segments
• Introduce foreign languages to attract foreign clientele (optional)
• Utilize low-cost customer support and FAQ
• Offer customer email capture

Prepare for search engine readiness

• Introduce credible and optimized body copy
• Permeate relevant and destination-focused target words and phrases throughout copy
• Leverage the popularity of the local destination
• Ensure the website consists of static HTML pages
• Convert essential copy from .gif or .jpeg to HTML
• Remove all frames, splash pages, Flash intro pages
• Introduce unique page titles, description tags and meta tags throughout the website

As you may suspect the above may or may not dramatically change the look and feel of the website but it will definitely optimize the guts of the website. Once the website is optimized it operates at peak performance, much like a car running on all pistons. A fully optimized website achieves between 3 to 5 times more online transactions than its competitive set.

Your Turn
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