You’ve probably heard the phrase “people do business with those they know, like, and trust.”
Which is why, if you went up to a random stranger on the street and asked them if they’d like you to plan their vacation, they’d give you some major side eye (and probably back away slowly …).
They don’t know, like, and trust you — so they’re certainly not going to do business with you!
But did you know that the “know, like, and trust” principle also applies to your website?
I see service providers — including travel agents — make this mistake all the time.
I go to a travel agent website and one of the first things I see, maybe right below a headline, is a big button that says something like: “Schedule Your Consultation Now.”
Why would I schedule a consultation call with you when I don’t know anything about you yet? I’ve come to your website to learn more!
You’re making the ask before you’ve sold me on your value.
Luckily, it’s a simple fix: Don’t ask your web visitor to do anything before you’ve convinced them that it will be worth their time.
So on your homepage, for example, don’t make the ask before you’ve presented a clear, compelling headline, pull questions that tug on your prospects’ heartstrings and pull out their pain, and maybe some copy that explains your benefits — i.e. how you can take away that pain.
By the way, “making the ask” doesn’t necessarily mean asking someone to contact you.
It simply means asking them to take some sort of action.
For example — I think in most cases it’s still to soon to put a big ol’ “Consultation Call” button on your homepage. Instead, I often advise my clients to put a button that links to the services page, so your web visitors can learn more about your process.
So, go ahead and take a look at your website pages. On each page, do you feel like you’ve built up enough know, like, and trust to make the ask — whatever it may be?
What does one do when our website is corporate generated and controlled? Are there any other options available to build a client base?
Good question, Louis—I know a lot of travel agents are in the same boat. I’d say first customize your website as much as you are able to. Some corporate or host-generated sites still let you add additional pages, adjust home page messages, etc. For example, I’m currently working with an agent who has a Dream Vacations franchise—we’re writing new copy for her short home page message, about page, and adding 2 additional pages that speak to some of her specialties.
I’d also say it’s extra important to use other platforms to get your message out and attract clients—whether it’s LinkedIn, Facebook, Instagram, etc. It has to be where your ideal client hangs out. Ensure your message on these platforms speaks to what makes you different/special as a travel agent.
Ultimately, though, I’d encourage agents to consider switching to hosts or models that do allow and encourage agents to own their own marketing. That way you can establish your own brand, banish “deals” from your website that make your service look like a commodity, and stand out from every other agent out there!