Stimulation, planning and anticipation
• Frequently asked questions • Learning from others Make a point of
Think about the information previous checking out the winners in the Enjoy
customers have asked about. If many of England Awards for Excellence, AA
them ask the same questions consider Hospitality Awards and Visit London
adding the information to your website Awards to see how they write and
and in your leaflets. Frequently Asked design their websites.
Questions is a very popular page to
have. Often it provides information • Reciprocal links If you have developed
customers wouldn’t think to ask about links with other local businesses and
but are glad to know. suppliers, can you link your website
with theirs and vice versa? This will
• Selling points Remember that help increase the number of people
customers read your marketing finding your site.
materials for information to help them
decide whether to book with you or with • Favourites Add a list of favourite
a competitor. Highlight the areas where places to visit. Base the list on the
you feel your business most appeals to personal suggestions of you and your
your target markets. staff. Explain why you like the places
and why you recommend them. Some
• Clear pricing Keep any messages, of the UK’s biggest companies use this
especially on pricing, up-to-date and technique in their e-newsletters. It helps
clear. This is particularly important raise the profile of some less well-
if you vary your rates by season or day known attractions as well as the major
of the week, and when you have a ones. It provides a better service for
special offer to promote. customers. It also helps them decide to
book with you because, of course, your
accommodation is not the main reason
they choose to come to London.
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