Seven Ways to Drive More Conversion to Your Website

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An innkeeper recently asked us how they can improve their conversion from BedandBreakfast.com to their website. We think that many other innkeepers are probably wondering the same thing, so we wanted to share some insight here.

Some travelers only spend a few seconds looking at a page before they decide to stay or click away, so your photos and listing descriptions must quickly capture them. With so many B&Bs to choose from, your listing needs to stand out and give a peek into what a stay at your property is like. That will lead them to click on your website to learn more or book.

How can you make your listing more effective in order to drive more travelers to your website? Here are seven strategies:

1) Use all of the photo slots available to you. We often see that many members do not take advantage of all of the photo slots they’re paying for! Remember, Bronze members get 1 photo, Silver get 10 photos, Gold get 15, and Platinum and Diamond Collection get 25.

2) Lead with your best images; your thumbnail image should really show off your property. The exterior photo of Castle in the Country to the right is a great example. Our surveys show that photos are incredibly important to the majority of travelers. Think about it—would you want to stay at a B&B or hotel if all the photos were fuzzy and outdated? Remove photos of poor quality, as that is a huge turn-off to potential guests. It’s better to have a few high-quality photos than many low-quality photos. We highly recommend investing in a professional photographer to take high-resolution, well-lit photos that capture your inn at its best. They are also skilled at staging. For more information, read our articles about 10 photo mistakes to avoid and how to select a photographer.

3) Add photo captions. Potential guests want to know what they are seeing, whether it’s the name of a specific guest room or a description of a delicious breakfast dish.

4) Make your inn description clear and detailed. It should point out your inn’s best and most unique features. It’s the perfect place to mention things like close proximity to local attractions, gourmet food, luxurious amenities, or awards you’ve won. It’s also an ideal place to mention who your inn is perfect for. Is it an adults-only inn ideally geared toward a romantic getaway? Or is it family-friendly? Be specific. 

5) Solicit reviews from your guests, especially if you don’t have many on your listing. In addition to photos, our surveys show that reviews are highly important to travelers. They develop trust. Not sure how to get them? When guests check out, ask them to write you a review when they get home if they enjoyed themselves.  Send follow-up emails to recent guests thanking them for their stay and asking for them to write you a review. We can also send you free review cards that you can leave in your rooms, which can be mailed back to us at no cost. Email Support@BedandBreakfast.com to request them.

6) List specials and packages to let guests know about some of the great extras they can purchase. You should also consider listing a Hot Deal, as travelers can search for these on the site and opt in to receive emails each week that list Hot Deals in the location of their preference.

7) Fill out all the fields on your profile including room information and meals information so that guests know what to expect.

Create an experience that the guest will love, starting with your listing. Use it to show them in great detail what an amazing experience they will have at your property. That will grab their interest and lead them straight to your website.

By Emily Starbuck Crone

Tips for Hiring a Professional Photographer

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This is the third article in our series about inn photography. The first installment is available here, and the second installment is available here.

As we’ve emphasized before, our surveys show that nearly half of travelers say photos are very important to them when booking a B&B stay. Bad photos can lead a traveler to question the quality of an inn and book elsewhere.

If you are having trouble taking high-quality photos yourself or simply don’t have the time, it’s a very wise investment to have professional photos taken of your property. Try to schedule them during a time when few, if any guests are present. Here are some of the things you should consider when hiring a photographer.

Where do you find a professional photographer?

• Ask nearby inns with great photos which photographer they used
• Ask local real estate agents for photographer recommendations
• Search a review site, such as Yelp.com, for recommendations
• Search for a real estate photographer online or in the yellow pages
• How much should it cost?
• This can vary greatly based on your location and the size of your property, which will dictate how long it will take. It can also vary based on the photographer’s experience. Decide a price range you’re comfortable with and ask several local photographers for a quote.

What should you ask potential photographers?

• Can I see your portfolio? Make sure to view some of their work to make sure it is of the quality you’re looking for.
• Is photo editing included in their price? You will want photo editing if you can afford it.
• Will they be staging the rooms, or do you need to do that?
• Can you use the photos without having to give them credit or are there limitations for where you can use them? You should be sure to get the full rights to the photos if you want to be able to freely use them on your website, on your BedandBreakfast.com listing, and your promotional materials.
• What recourse will you have, if any, if you are not pleased with their photos?
• Can we get our arrangement in writing? You should always have the photographer draw up a contract.

What shots should you make sure they take?
You may not know which photos you want to choose for your listing or website until you see how they turn out, so the more coverage they get, the better. Make sure to give them an outline of your must-haves:

• The inn’s exterior
• Every bedroom, unless you have over 10 rooms
• Every bathroom, if attractive
• Common areas
• Dining room
• The view, if any of the rooms or common areas have a great one
• Optional: A food dish or two
• Any other important amenities, such as a spa, pool, or exercise room

By Emily Starbuck Crone

10 Photo Mistakes to Avoid

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This is the second article in our series about inn photography. The first installment is available here.

1. Dark or shadowy photos. Take interior photos during the day so you can have your windows open and take advantage of natural light. Turn on lamps and lights, and if you have a fireplace, light it up.

2. People in the photos. This can occasionally work, but more often than not, having people in your photos (especially in private areas such as bedrooms, bath tubs, or hot tubs) detracts from the property. Travelers don’t want to think of other people in those places—they want to imagine themselves there.

3. Low resolution. Low-resolution photos are either very small or blurry/pixilated. Make sure the photos are large files that are crisp and clear. They should preferably be digital, as scanned photos do not turn out very well.

4. Poor framing. Focus on one thing if possible, like a comfortable bed or a great breakfast dish, rather than trying to cram in too many things into one shot.

5. Lack of staging. Before you take the photo, make sure the beds are tidy and the room is clean and clear of clutter. Feel free to rearrange furniture for a photo if it will make the space look better. 

6. Too few photos. Your photos sell your B&B, so take advantage of the photo slots that you’re paying for. The more excellent photos you have, the more inquiries you should get.

7. Too many photos of surrounding area. It’s OK to put up a photo or two of nearby scenery, but make sure you cover all of the property basics first, including the exterior, bedrooms, the living area, the dining area, and the view (if there is a good one). Don’t use half of your photo slots for pictures of the garden or outdoor views.

8. Unappealing food pictures. It’s surprisingly difficult to take good pictures of food. When you take a food photo, look at it as though you are a guest seeing it for the first time. Does it look extremely enticing, or just so/so (or even unappetizing)? If your photos don’t make your mouth water, you should hire a professional photographer to take some shots.

9. Not changing seasonal photos. Guests don’t want to see photos of your property with a Christmas tree and wreaths when it’s the summer. Likewise, if you’re in an area that gets snow, you may want to sure that you have a winter photo of the property for that season rather than only photos of springtime.

10. Not using photo captions. Is that the view from your property, or a lookout from a nearby area? Which guest room is that? Is that a common area or part of a suite? Write captions to help your guests know exactly what they’re seeing.

By Emily Starbuck Crone

Photos Can Make or Break Your Listing

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Did you know that according to our recent survey, 48% of travelers say photos are very important to them when booking? Another 27% say they won’t even book without photos. Images are the single most important component of your BedandBreakfast.com listing. But not just any images—clear, large, high-quality pictures.

Photos that are blurry, tiny, outdated, poorly lit, or unflattering are often enough to make a traveler book elsewhere. We also aren’t able to feature listings with low-quality photos in our press releases, blog, articles, or social media.  If your guests arrive and say, “Your B&B looks better than in your photos,” it’s time to get new pictures taken.

What steps can you take right now?

• If you have high-quality photos on your website but have not uploaded them to your BedandBreakfast.com listing yet, please do so now. BedandBreakfast.com users would love to see them, too!
• If you have 10 photo slots on BedandBreakfast.com but are only using six, fill up the rest if you have good photos. Take advantage of the opportunity to show off more bedrooms or areas of your B&B.
• On the other hand, if you currently have some low-quality photos on your BedandBreakfast.com, it is better to remove them than keep them there. Only leave your best ones. It most cases, quality over quantity is more important.
• If you don’t have any current or high-quality photos but you have a good camera, take new ones yourself. You may want to take a local photography class to learn more about lighting and composition.
• If you don’t feel confident with your own photography skills, consider hiring a professional. Our survey results reveal how important photos are in the booking process, so it will be worth it in the long run. You can get photographer recommendations from other nearby inns or real estate agents.

By Emily Starbuck Crone