should you own or license your website?

Copyright © 2016 Leonardo Worldwide Corporation

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support@citrixonline.com

Should You Build Your Own or License Your Website?

February 11th, 2016

Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoJanice Hurley Hollis, In-Market Strategic Sales Executive, BedandBreakfast.comBob Tubbs, Owner, Cedars of Williamsburg Bed & Breakfast

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo

@darlenerondeau

Follow:

@VFMLeonardo

Tweets & Questions:

#LeoWebinar

Janice Hurley HollisIn-Market Strategic Sales Executive BedandBreakfast.com

@bnblovers

Bob TubbsOwnerCedars of Williamsburg Bed & Breakfast

@cedarsbandb

My biggest question about building my own vs. licensing a website

There are over 3 billion Internet users worldwide; that means over 40% of the world has an Internet connection today

Almost Half the World is Connected

#LeoWebinarSource: Internet Live Stats

Every year, Google changes its search algorithm around 500–600 times

Over 131 billion web searches a month

More than 85% of travelers start their search online

Mobile matters

Social media impacts rankings

Search Fast Facts

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Why Mobile Matters

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In 2015, mobile sales surpassed desktop, as Steve Jobs predicted

Mobilizing your website can drive more bookings

Only 23% of those who have encountered a mobile site that wasn’t optimized actually pushed through to make a booking

It’s always “on” Be found online Tell your story, your way Get direct bookings Creates trust, credibility Saves money Target your ideal guests It’s a social conduit Build relationships to drive repeat

business

Why should B&B owners have a website?

What does it mean to license a website?

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Don’t own the software You do own:

o Visuals, stories, offers, clients, domain name Experts in technology using best practices Content Management System offered (CMS) Analytics available Pre-packaged templates with themes and/or custom

designs Findable, scanned, indexed by search bots Search, Customer support Mobile & social are available Code base kept current Predictable costs

It’s yours to keep & maintain Your time/effort or hire developer Choose a content management system (e.g.

WordPress is free) Additional elements for consideration ($$)

o Design and/or choose themeo Domain name (URL)o Hostingo Backupo Security/Spamo Integration with RezOvation (or other booking engine)o Trainingo Search algorithm updates & changeso Mobile optimizationo Social plug in’so Access to analytics

What does it mean to build my own website?

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Visually driven

What should a good website look like?

Mobile-optimized

What should a good website look like?

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Clear path to booking

What should a good website look like?

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Special offers

What should a good website look like?

Create trust with consumers online through informative, engaging content

Position yourself as the expert on what to do and see your local area

Show your personality Who you are as a host/your story What makes you and your community unique Why guests love to stay with you

Owners should act like experts of their community

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Bob TubbsOwnerCedars of Williamsburg Bed & Breakfast

@cedarsbandb

Grace & I are corporate escapees My hometown racquetball friends

always talked about owning a B&B

They mentioned it one too many times when Xerox was being particularly interesting!

I came home one night and she mentioned buying the Cedars

Now, I’m in charge as long as I do everything she tells me!

Why Own the Cedars B&B? Racquetball!

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Cedars of Williamsburg Website Challenges - Before

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Search engine compatibility Platform formatting (smartphone,

tablet) Image size restrictions Social media limitations Needed a new platform to

address challenges and pave the way for future technological changes

Cedars of Williamsburg - After

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Multi-channel, multi-platform Platform integration & positive

branding is vital Incorporate strategic technology

infrastructures to engage third-party travel sites is absolutely critical (Travelocity, Orbitz, etc.)

Strategic business & marketing planning helps focus your message

First Impressions Count

Invest in good

marketing materials

Help your guests experience what

your location offers

Promote the area

with content

Guest reviews are

integral

Ask for feedback

and address concerns

Spent 5-10 hours/week updating the site & social media

In both build your own and licensed, you need to be prepared to update, measure and manage content

Content NEEDS to be fresh and compelling

Ongoing Maintenance

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On average, smartphone users check their phones 221 times per day

The evolution of mobile technology was the reason we went with the licensed approach

The review of website visits were showing a higher percentage of mobile visitors

Master the Mobile Space

Monthly costs cover all tech updates Strong and immediate customer support Ongoing maintenance and monitoring across all platforms Mobile websites for both tablets and smartphones Technology enhancements and currency part of the

package Immediate changes take effect vs. waiting through third

party Website designs are visual, clean and lead guests to

"cash register”

Benefits to a Licensed Site

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12-15% increase in website traffic

Early Results: June – September 2015

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Consistent and highly positive feedback from guests

Early Results: June – September 2015

Record year in revenue

Results: June – December 2015

Find the right technology partners to help guide you Invest in multi-platform solutions Plan your strategy, determine an appropriate budget and execute Monitor regularly to see what is working and be ready to shift

emphasis based on what you see Persevere!

Tips & Recommendations

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1. Easy to use, cloud based Digital Management System

2. Able to create stories about your features, rooms & special offers

3. Visually rich edge to edge design4. Universal integration with

booking engine of choice5. Ability to customize descriptions

and captions to market your story6. Mobile optimized website

included (not an add on)

Follow this checklist to ensure maximum website performance and satisfaction:

7. SEO friendly8. Storage of media (photos, videos,

virtual tours)9. Compatible with Google Analytics10. Includes Social Media integration

and share tools11. Direct control to perform real time

updates across channels12. Dedicated customer success team

Based on today’s content, will you attend future webinars?

About Leonardo

Invitations to upcoming webinars

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Connect With Us!

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leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com

bedandbreakfast.comjhurley@homeaway.com@bnblovers

cedarsofwilliamsburg.com btubbs@cedarsbandb.com@cedarsbandb

Janice Hurley Hollis Bob Tubbs

Questions & Discussion

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