Heywood House, a stylish ‘budgetique’ hotel in the heart of one of the hippest cities in the UK, should have been attracting plenty of interest. However, when it came to online sales, it was missing the mark. We got on the case for them, designing a new website that boosted their brand and generated more sales.
Heywood House had it all – the ideal location, great décor, fantastic staff… so why wasn’t it getting plenty of interest online? When guests stayed at the hotel, they were always full of praise for it, which made the situation even more puzzling. What was deterring people from making a booking? We examined their website, and soon realised that their online presence was the problem.
A multitude of sins
Where to start? For such a great hotel, their website was seriously letting them down. Their online marketing was virtually non-existent, which meant that they couldn’t be found easily. And when people did manage to find the site, they were confronted with poorly presented, non-responsive content. Additionally, the costly OTA bookings meant that the site wasn’t generating nearly as much revenue per available room as it should have been.
We realised what needed to happen. Not only did Heywood House need a new, responsive website, designed to appeal directly to their target audience, but they also needed help with their online presence… and fast.
Creating a website
Our first task was to create a new, powerful, responsive website for the hotel. This ensured that any customer, regardless of whether they were viewing on their smartphone or desktop, could easily access the information and make an online booking.
We then focused on optimising the site, and worked on steadily improving its ranking over time. We also kept an eagle-eye on the ROI, using analytical tools to assess click-throughs and conversions.
We’re happy to say that, within 6 months, we’d managed to increase direct revenue to the site by over 1000%. Yes, you read that right… 1000 per cent! 8 months later, the company hit record numbers of sales, with a 20 times year-on-year increase on sales. Now we’re talking.
Thanks to the new UX website design and turbo-charged online optimisation, Heywood House was finally up where it belonged – as one of Liverpool’s leading boutique hotels.