A challenge for The Charlotte Inn was related to the brand. The part of the brand that is owned by the consumer. The most important part. Guests of the Charlotte Inn knew better but potential guests felt put-off by the language that represented the Inn as it was presented on the website. Additional challenges were typical, weak design and presentation along with poor descriptive content, ie potential guests found it difficult to understand the variables from room to room because this elegant boutique hotel has nineteen completely unique rooms.
All websites face the same challenge regarding a complete transaction:
- be found in search results
- be short-listed within those results
- be bought/chosen/solicited, etc
A careful evaluation of analytics revealed the Inn was doing quite well in the transaction process for steps 1 and 2. However, the number of inquiries coming from the website were dismal.
The solution was a complete rewrite and design. I included the assistance of a detailed and persnickety copywriter. I used my years of experience in user interface design to ensure that what we published not only looked good but was easy and informative. Also, a tablet was placed at reception so phone inquiries could be guided on the website.
The results were immediate. Phone, form and email inquiries from the website went from dismal to overwhelming.