Stateview Hotel

Improving Digital Performance through Website Redesign

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Situation and Background

With its historic oak-lined streets, popular area universities and diverse mix of things to do, it’s no wonder the capital city of Raleigh, North Carolina attracts 17 million visitors annually.

TravelBoom Marketing analyzed the visitor path of the StateView Hotel website to determine where it was failing. With more than 50% of site visitors entering on a mobile device, designing and developing for mobile was one of our largest opportunities.

Key Factors:

• Our digital marketing efforts on the StateView Hotel site were aimed at: Leisure Travel (Couples), Corporate Travelers, Groups, Weddings and N.C. State University Visitors
• WordPress was used as the primary content management system

We also completed extensive keyword research and content planning with the dual purpose of determining what would be most useful to consumers as well as increasing rankings for a variety of keywords, in turn generating additional site traffic via natural search.

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Methodology

The key messages intended for this project were centered around booking direct. Other messages that helped us reach our goals were specific to targeted keywords within supporting content efforts.

Items that set the redesigned website apart from the competition included:

• 100% responsive code
• comprehensive structured data markup
• extensive performance optimization and tuning
• efficient use of JavaScript and CSS

In addition, the all-new StateView Hotel website features high-quality alluring photography and unique, 360-degree 3D virtual tours that allow the visitor to place themselves in hundreds of positions throughout the property including modern rooms and suites, and upscale, on-site amenities.

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Results

During the first six months post-launch for the same period year-over-year (January through June) we achieved increases across-the-board.

Bonus: We also increased group, retreat, and wedding request for proposal submissions, as well as, email sign-ups.

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Summary

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An up-to-date hotel website ensures that you’re aligned with industry standards, on par with your competitors and taking advantage of new features and functionality.