Your hotel’s website is no longer just a brochure. It is your digital front desk, your direct booking engine and a vital expression of your brand. At Aró Digital Strategy, we understand that one of the most impactful areas of your website is your top-performing landing pages- the key entry points where potential guests first engage with your property online and which should seamlessly lead them to the relevant next step, like linking to your hotel booking engine.
By strategically refining these pages, hoteliers can drive more direct bookings, improve user experience and stand out in an increasingly competitive marketplace. Here's how to do it.
Identify Your Top Landing Pages
Before making changes, you need to know which pages matter most. Use tools such as Google Analytics 4 or your Aró Analytics dashboard to identify your highest-traffic landing pages. These typically include your homepage, rooms page, offers page, gallery and location or experience pages.
These are your digital shop windows. Focus your optimisation efforts here first for maximum impact.
Align Content With Guest Intent
Every landing page has a purpose, and it should speak directly to what your guest is looking for at that moment:
- Homepage: Inspire interest with striking visuals and clear messaging about your brand's unique character.
- Rooms page: Provide detailed, easy-to-digest information on room types, features, and pricing.
- Offers page: Emphasise exclusivity, urgency and the benefits of booking directly.
- Weddings and events pages: Use testimonials, packages and imagery that helps guests picture their perfect event.
Use Compelling Headlines and CTAs
Each page should quickly and clearly answer the question: Why should I book here, and why now?
The headline is often the first thing a visitor sees, so make it count. It should be engaging, relevant and emotionally appealing - whether it's inviting guests to escape to the countryside or experience city luxury.
Your calls to action (CTAs) should be clear, benefit-driven and directly connect to your hotel booking engine. Avoid generic buttons like "Learn More" in favour of stronger language such as:
"Book Your Spring Escape"
"View Our Latest Offers"
"Plan Your Perfect Wedding"
Place CTAs above the fold where possible and repeat them naturally throughout the page. Link directly into your booking engine, pre-filled with relevant offers or dates when appropriate.
Keep the Design Clean and Focused
A cluttered landing page can overwhelm users and reduce conversions. Keep the layout clean and visually balanced, with a clear hierarchy of information. Avoid unnecessary links or competing elements that could distract from the booking journey.
Use white space effectively, limit text blocks, and focus on one main objective per page- whether that’s encouraging a booking, viewing a room, or making an enquiry.
Prioritise Mobile Experience
With the majority of website traffic now coming from mobile devices, a mobile-first approach is essential. Your landing pages should:
- Load quickly on mobile and desktop
- Display correctly across all screen sizes
- Use large buttons and streamlined booking flows
- Avoid elements that require pinching or zooming
A fast, intuitive mobile experience is key to keeping potential guests engaged and moving toward conversion.
Tell Your Story Visually
Strong imagery is a powerful way to sell the guest experience. Use high-quality, professional photographs that showcase your rooms, amenities and surroundings in the best light. Include an easy to find Gallery with CTA to book.
- Include lifestyle shots that evoke emotion and aspiration
- Use accurate room photography that reflects the actual guest experience
- Refresh visuals seasonally to stay relevant and engaging
- Short video clips or subtle motion can also increase engagement, especially on homepages or hero sections.
Build Social Proof
Guests want reassurance before they book. Incorporate trust-building elements throughout your landing pages, including:
- Reviews from platforms like TripAdvisor and Google
- Awards, ratings or certifications your property has received
- Secure booking badges and booking guarantees
- Testimonials from past guests, especially for weddings and events
These trust signals provide validation and help convert browsers into bookers.
Don’t Overlook SEO and Speed
Your landing pages should not only be visually appealing but also technically optimised. Ensure:
- Page titles, headings and meta descriptions are targeted to relevant keywords (e.g. "boutique hotel in Edinburgh")
- Images are compressed for fast load times
- Pages load in under three seconds, especially on mobile
- Alt tags and structured content are in place for accessibility and search engine visibility
Speed and searchability directly affect your visibility and user experience — both crucial for conversion.
Combine Creativity With Strategy
At Aró Digital Strategy, we believe that great landing pages are not just well-designed- they are strategically crafted experiences that inspire, inform and convert. By aligning content with guest intent, using focused bespoke website design, clear messaging and proven trust elements, you can turn your highest-traffic pages into powerful booking tools.
This is not a one-off exercise, but an ongoing process of refinement, testing and insight. With the right digital strategy, your top landing pages can do far more than attract visitors- they can deliver real business results.