Hotel Website Design for Direct Bookings: Performance Case Study

We partnered with Belmore Court & Motel, a prominent accommodation provider based in Enniskillen, Northern Ireland. Their existing site was outdated, poorly optimised for search engines, and underperforming in terms of booking conversions. With increasing competition and a reliance on third-party booking platforms, the client required a complete overhaul of their hotel website design strategy to drive direct traffic and revenue.

Our client, a local hotel in Enniskillen, primarily needed a new website. Their existing digital presence was lacking in modern functionality, which ultimately had an impact on their direct bookings. Our job was to deliver a hotel marketing strategy and create a digital home that put our client’s website in front of their potential guests—at the right time.

Outdated Design

Our client’s existing hotel website was no longer meeting modern standards. Its dated appearance and lack of contemporary features were evident, signalling a pressing need for a revamped hotel website design.

Poor Mobile Optimisation

With over 65% of users now researching travel on smartphones, mobile responsiveness is non-negotiable. The old site lacked responsive design, which damaged both user experience and search visibility.

Difficult Navigation

Users also found the website hard to navigate. The previous layout and user interface were not intuitive, leading to confusion and inefficiency when trying to view available bookings or find out more information about a potential stay.

Negative User Experience

The combination of an outdated design and difficult navigation culminated in a negative user experience. This affected the website’s ability to both attract and retain potential guests, impacting our client’s digital performance and online success.

Weak SEO Foundation

Technical issues such as slow page load speeds, missing meta data, unstructured content, and no internal linking strategy were negatively affecting organic traffic.

Considering the needs of our client at Belmore Court and Motel, we strategically began to create a hotel website design that would land them on the first page of search engine results.

This increase in SEO position led to more website traffic, and with our clever web design and embedded calls to action, we ensured that those website visitors were encouraged to become guests.

Integrated with Net Affinity Booking System

A key step in our approach was integrating the Net Affinity booking system. This system streamlined the reservation process, making it more user-friendly and efficient for guests. It allowed for a smoother booking experience, reducing barriers to conversion.

Improved Layout and Mega Menu

Recognizing the need for easier navigation, we completely overhauled the website’s layout. The introduction of a mega menu was a strategic move to enhance accessibility.

This new layout made it easier for users to find what they were looking for, whether it was room descriptions, rates, or special offers. Our focus was on ensuring that every visitor could navigate the site with ease, mirroring the welcoming and accommodating spirit of Belmore Court & Motel.

Responsive Design for Mobile Users

In an industry where mobile usage is prevalent, we also emphasised creating a responsive hotel website design. This ensured that the website was easily accessible and functional across various devices, catering to the growing number of users who prefer mobile browsing when booking trips.

These initiatives were essential in transforming the website into a more effective and engaging platform, directly reflecting the hotel’s commitment to providing an exceptional online experience for its guests.