should you own or license your website?
TRANSCRIPT
Copyright © 2016 Leonardo Worldwide Corporation
Technical Difficulties?Contact
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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
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
Recording of this webinar. Share it with your colleagues
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Connect With Us!
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leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com
[email protected]@bnblovers
cedarsofwilliamsburg.com [email protected]@cedarsbandb
Janice Hurley Hollis Bob Tubbs
Questions & Discussion
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