Want to start getting more bookings for your tour company? Here are three practical, high-impact changes you can make right now to increase bookings on your tourism website. These are simple, actionable fixes I recommend for any tour operator – whether you run fishing charters, dog-sled adventures, or city walking tours. Read to the end and I’ll also give you a free bonus tip that helps future-proof your site.
Why These Three Things Matter
People come to your tourism website with intent: they want to learn about a tour and, ideally, book it right away. The three tips below address visibility, conversion, and trust. This is the best way to convert visitors into customers.
1. Give Every Tour its Own Page
Cramming multiple tours onto one page is a common SEO misstep — 68% of marketers say creating dedicated pages for unique topics improves SEO performance. Hiking, canoeing and bear viewing charters all are three different tours and should not be on a single page competing for Google rankings. I recommend:
- Create a dedicated landing page for each tour. Include a detailed itinerary, departure times and locations, duration, what’s included, FAQs, pricing, testimonials, photos, and a short video if you have one.
- Optimize headings and content for the specific search terms used by potential customers. This way each page can rank for its own keywords.
- Make each tour page useful and authoritative. The more content that answers visitor questions, the better rankings and higher conversions you will get. Sites that publish detailed, useful content see significantly better results — websites with comprehensive content have 434% more indexed pages and attract 55% more visitors
(HubSpot, 2023).
2. Make Booking Effortless
Don’t force visitors to call you, email you, or fill out forms. Today’s travelers overwhelmingly prefer online booking – in fact, 83% of travelers book trips online rather than offline. If your visitor has to call or wait for a reply, you’ll lose bookings.
- Add a clear “Book Now” button on every tour page. Make it prominent and above the fold.
- Integrate an online booking system that syncs to your calendar and handles payments automatically. It’s an investment, but it raises conversion rates and reduces administrative work. Need help? Just contact us, we can recommend some affordable booking platforms.
- If you must accept phone or email bookings, keep it simple and be sure to responde to them quickly. Ideally, in the matter of 1-2 hours.
3. Use Social Proofing to Build Trust
Visitors need assurance they’ll have a great experience. Testimonials, TripAdvisor/Google badges, and partner accreditations will give you the credibility – 92% of consumers read online reviews.
- Feature recent customer reviews and highlight notable badges or awards on each tour page.
- Let reviews and third-party validations tell your story – they’re more believable than self-praise.
- Displaying reviews and badges builds trust — 49% of travelers say online reviews are the most influential factor when booking tours (TripAdvisor, 2023)
Bonus Tip: Install Analytics (It’s Free)
If it can’t be measured, it can’t be managed. Install analytics so you can see which pages people visit, how long they stay, and where they drop off. Use that data to prioritize which pages to rewrite, which CTAs to test, and which tours to promote.
- Analytics is standard practice — 54.6% of all websites already use Google Analytics (W3Techs, 2024), making it the most widely adopted measurement tool.
Conclusion
To recap: build a dedicated page for every tour, make booking frictionless, and add social proof. And don’t skip analytics – it tells you what to improve next. Apply these changes to your tourism website and you’ll see better rankings, higher conversion rates, and more bookings.
What to learn more? Check out this article for more SEO tips for Alaska tourism businesses.
Ready to rank higher? Visit our Alaska SEO services page to learn more.
FAQ
Q: Do I need separate URLs for each tour?
A: Yes. Separate pages with unique URLs and optimized headings help each tour rank for its own keywords and make it easier to market specific offerings.
Q: Is an online booking system worth the cost?
A: For most operators the answer is yes. It increases conversions, saves admin time, and reduces booking errors. If budget is tight, start with a single tour page and add booking functionality for your most popular tour first.
Q: What analytics should I track first?
A: Start with sessions (traffic), average session duration, bounce rate, and most visited pages. This will tell you where to focus improvement efforts.
Q: How often should I update tour pages?
A: Update whenever details change (schedule, price, inclusions or season) and review content seasonally. Fresh content and current testimonials help both users and search engines.