If used properly, a content management system (CMS) can reap serious benefits for your property’s website.
What a CMS can do for your property
A CMS is a software platform that allows users with little to no technical, design, html or programming knowledge to manage a website’s content. A CMS lets you easily add, change copy, photos and promotions on your website. Photos and graphic images can be stored in folders for convenient retrieval and reuse. As a result of these numerous CMS capabilities, there has recently been an increased use of these systems by hotels and resorts.
Benefits - Boost Conversions and reduce costs
Aside from being able to quickly and easily add and change content based on your latest promotions or upgrades to your hotel, what are the bottom-line benefits of using a CMS?
First and foremost, customizing your hotel’s site for different demand generators can help increase conversions and online revenue. Assuming your website’s SEO is driving visitors, the amount of time travel shoppers are staying on the site can increase…which in turn helps conversions. Second, long run costs can be significantly reduced. If you or your staff can change content quickly, this eliminates the need to make frequent and potentially time consuming calls to your designer or developer. Thirdly, having fresh, timely content on your website, especially content related to local events, shows potential guests that your property is a current and useful resource for them. If an internet user is impressed by your property and they can get all the information they need on the local area, they're more likely to book.
Does your property need a CMS?
For more information about website design, how a CMS can benefit you or for help with SEO, speak to one of the marketing consultants at TA Fastrack on 07 3040 3588.
In most cases, properties that rely heavily on direct, independent website bookings can certainly benefit from a CMS. Properties that need a way to easily and frequently change or add new content based on conferences, meetings, seasons, local attractions and more will also most definitely benefit from a CMS. With proper training and a dedicated staff to make the changes, the benefits are clear. There’s an excellent chance your property can have increased website conversions and long term reductions in costs.
Web Designers/Developers still have a place
Some believe that using a CMS will eliminate the need for a professional web designer or developer altogether, but that is not the case. To have an effective CMS-based hotel website, a web professional is a valuable resource, as they provide the initial design foundation that attracts and engages your visitors. They can also help with larger scale changes, such as significant design alterations, custom forms, email subscribe forms, new pages and changes to search engine optimization (SEO) related tags and content. Therefore, it’s important to have a positive relationship with a web designer or developer, or use a hotel Internet marketing company’s CMS offering, as they have the resources and experience you need.