How to Design a High-Converting Tour Page on Your Website

As a tour operator, you already have enough to worry about when running your business. Now, add on the complexities of travel and tourism website design and other marketing practices—phew, it’s a lot! But don’t worry, ResmarkWeb is here to help guide you through best practices. 

One of the most critical elements on your website is your tour page. However, you can’t just slap a tour page together and expect it to convert. No, it needs to grab people's attention amidst the competition and weak attention spans.

Remember, your tour page serves as a virtual storefront, enticing visitors to explore, engage, and ultimately book your experiences. You need to ensure it's near perfect, and the good news is, there are tried and tested elements that every tour operator needs to have for it to be successful. 

So grab a pen and notepad, and jot down what your tour page is currently missing because in this guide, we’re diving into 20 intricacies of crafting a tour page that maximizes conversion rates and drives business growth.

What is a Tour Page?

As a tour operator you probably have one or more services you are offering to customers. Where are you currently showcasing those services? Sure, they can be highlighted throughout your website, however, you should have one dedicated page that showcases each of your tours. 

This is a tour page. It's a carefully crafted page that showcases your offerings to potential customers. It's where travelers land when they're seeking information about your tours, activities, and experiences. A well-designed tour page provides comprehensive details, captivating visuals, and compelling calls-to-action, all tailored to entice visitors to take the next step—booking their adventure with you.

The Importance of a Well Designed Tour Page

Your tour page is often the first point of contact between your business and potential customers. It's your opportunity to make a memorable impression, convey your brand's unique value proposition, build trust, and ultimately persuade visitors to convert into paying customers.

Most of the time, you aren't able to achieve these goals without a well-crafted page. You would be amazed at the difference in conversion rates between a well-designed tour page and a poorly designed one.

It's important to note that you might believe you have a beautiful and amazing tour page. However, if it's not following best practices, you could be missing out on opportunities to convert people into customers. For example, your tour page may include most of the elements that we'll mention below.

Still, if it's missing a few crucial things, such as testimonials, you could be losing potential customers who need to see reviews to gain their trust.

Alright, let's just get into it! Although there are even more best practices, let's dive into the 21 best practices we see make a huge difference in conversion on a tour page.

Top 20 Best Tour Page Practices

1. Craft Tour Page Content with Ideal Guests in Mind

Understanding your ideal customer is crucial for crafting compelling tour page content. Dive deep into their demographics, preferences, and pain points to tailor your messaging effectively. By addressing their specific needs and desires, you can create a more personalized and engaging experience that resonates with your target audience and increases conversion rates. Remember, people want personalized experiences, so give them one.

2. Create Tailored Tour Descriptions

As mentioned above, personalization is paramount when creating tour descriptions that resonate with different audience segments. However, let’s take it a step further, take the time to develop separate pages catered to various demographics, ensuring each one speaks directly to the interests and preferences of its intended audience. 

3. Enhance Website Structure with Unique URLs 

Streamlining your website structure with unique URLs for each tour is essential for optimizing both SEO and user experience.

Click the image below to watch a quick video.

4. Feature Clear Call-to-Actions

Guiding visitors towards action begins with featuring clear and compelling calls-to-action (CTAs) throughout your tour pages. Make sure your CTAs are prominently displayed, visually appealing, and directly aligned with the desired conversion goal.

5. Utilize Resmark Systems to Streamline Process

Simplifying the booking process is essential for enhancing the user experience and increasing conversion rates. By integrating user-friendly booking software into your website like Resmark, you can streamline the entire journey from exploration to purchase. From simplified booking forms to secure payment processing, leveraging Resmark can reduce friction for customers and make it easier for them to complete their bookings seamlessly.

6. Optimize Visual Content 

Visual content plays a crucial role in capturing and retaining visitor attention on your tour pages. Stunning images, ensure that your visual assets are not only captivating but also relevant to your tour offerings. By featuring high-quality visual content that showcases the unique experiences and highlights of your tours, you can evoke emotions, stimulate interest, and ultimately drive higher engagement and conversion rates. Don't forget, many of your photos should be showcasing happy customers!

7. Incorporate Engaging Video Content 

Elevating your tour pages with engaging video content can provide visitors with a more immersive and compelling experience. Consider incorporating videos that showcase the unique features, activities, and attractions of your tours, allowing potential customers to visualize themselves participating in the experience.

8. Implement Sticky Booking for Accessibility

Enhancing accessibility and visibility of your calls-to-action (CTAs) is essential for driving conversions. Consider implementing floating or "sticky" CTAs that remain visible as visitors scroll through your tour pages.

Click the image below to watch a quick video.

9. Prioritize CTAs, the Hook, and Headline for Maximum Impact

Capturing and retaining visitor attention requires strategically placing your calls-to-action (CTAs), hook, and headline at the forefront of your tour pages. Ensure that these elements are prominently displayed above the fold (before people start scrolling), where they are immediately visible to visitors upon page load.

10. Create Urgency to Drive Immediate Action 

Instilling a sense of urgency can be a powerful motivator for driving immediate action on your tour pages. Highlight limited availability, exclusive offers, or upcoming deadlines to create a sense of urgency and encourage visitors to act quickly.

11. Highlight Unique Experiences 

Capturing the imagination of potential customers requires highlighting the unique experiences offered by your tours. Describe the unforgettable sights, sounds, and sensations that await participants, evoking emotions and building anticipation.

12. Outline Benefits and Features Clearly to Showcase Value

Clearly articulating the benefits and features of your tours is essential for showcasing their value and relevance to potential customers. Provide detailed descriptions of tour features, amenities, and inclusions, emphasizing how they address the needs and desires of your target audience.

13. Offer Reassurance with Transparent Policies

Building trust and confidence requires being transparent about your cancellation policies and guarantees. Clearly display these policies on your tour pages to alleviate concerns and reassure potential customers.

14. Add Credibility with Testimonials and Social Proof

Harnessing the power of social proof can be a game-changer for building credibility and trust on your tour pages. Incorporate testimonials, reviews, and endorsements from satisfied customers to showcase the positive experiences and outcomes of your tours.

15. Showcase Awards and Experience to Establish Authority

Establishing authority and credibility is essential for earning the trust of potential customers on your tour pages. Showcase any awards, accolades, or years of experience in the industry to reinforce your expertise and track record of excellence.

16. Address Common Questions with a FAQ Section

Anticipating and addressing common questions and concerns can help alleviate doubts and facilitate decision-making on your tour pages. Create a FAQ section for the specific tour that addresses frequently asked questions and provides clear, informative answers.

17. Provide Extra Value with Incentives and Rewards

Going the extra mile to provide incentives and rewards can incentivize bookings and add value for potential customers. Offer exclusive discounts, freebies, or bonuses to encourage visitors to take action and complete their bookings.

18. Enhance Customer Support with Live Chat Widget

Offering real-time assistance and support can enhance the customer experience and facilitate conversions on your tour pages. Implement a live chat widget that allows visitors to ask questions, seek guidance, and receive immediate assistance from your team. ]

19. Capture Attention with Exit-Intent Popups to Prevent Abandonment

Preventing cart abandonment and re-engaging visitors before they leave your site is crucial for maximizing conversions. Implement exit-intent popups that offer special discounts, incentives, or personalized offers to capture attention and encourage visitors to reconsider.

20. Optimize Mobile Experience 

In today's mobile-centric world, optimizing your tour pages for mobile devices is non-negotiable. Ensure that your pages are not only quick-loading but also visually appealing and easy to navigate on smartphones and tablets.

Next Steps

Now that you understand the key elements of designing a high-converting tour page, it's time to put your knowledge into action. Audit your existing tour pages, identify areas for improvement, and implement the strategies outlined in this guide. By optimizing your tour pages to better serve your target audience and drive conversions, you'll be well-positioned to succeed. And remember, ResmarkWeb is here to guide you. If you’d like us to take a look at your tour page, identify what it’s missing, and suggest improvements, feel free to book a free call with our sales team for a site audit.