Don’t have poor design, inconsistent styles or fonts. Every time your potential customers interacts with your business, a perception of your brand is forming in their mind. If you use stock images, or if your logo makes the business look like a mom and pop store, or if your visual style feels low quality, that will also be the customer’s perception of the brand. If you want to look like a high-quality experience and charge accordingly, assess if every touchpoint of your brand communicates this intention. If it doesn’t, you need to do the work.
Don’t make it hard for the customer to find the information they need about your tourism product or service. I recently stayed at a holiday park that names each of their different cabins as a type of fish. This may work fine on-site, but I have no idea what the ‘Tuna Cabin’ means on the website. Call it a two-bedroom standard cabin. Please don’t make me do the work to learn your product.
Don’t have an oversized logo that adds nothing to the customer experience and everything to your ego. The customer is looking to solve a problem. Your website is not a ‘meet and greet with your brand’.
Don’t have too many menu items. There is no excuse for it. If Spotify can simplify a world of music to only a couple of clicks away, I’m sure you can structure your content in a way that avoids nine main menu items.
Don’t use stock images unless they don’t look stock for the situation. For example, on this site, I use a mix of stock images and my own. For the most part, I’m betting you don’t know the difference. However, an image of a forest does not communicate you are a sustainable company as well as you may think it does. Show the customer why you are sustainable instead.
Ensure the text is readable. Small body text may look kitschy, but if it’s not easily legible, it’s not doing its primary job. Break large blocks of text by headings or into short paragraphs.
Don’t overcomplicate it. I don’t necessarily mean with content; I mean the entire process. Keep asking, does this make it easy for the user to get what they need? Does this communicate what we do clearly? Does this sell the product or experience in a way that will resonate with the user? When you effectively filter your decision making through those questions, anyone can design a website.
Don’t write only for Search Engine Optimisation. When people get to your website, they have to feel an emotional connection with what you do. They have to feel compelled to act. Repeating the words ‘Dolphin and Seal Tour’, isn’t as effective at achieving that as using phrasing such as ‘Once in a lifetime’.