Imagine a walking into a visitor center. The brochures are enticing, the staff is ready with recommendations, and the room is decked out for the season. Your destination marketing organization’s (DMO) home page is a digital “welcome center” — and it needs to make just as strong of a first impression. Messy shelves and mumbled introductions won’t cut it. Most users spend just seconds on a website before deciding to stay or leave. TwoSix Digital has over 65 years of combined tourism experience and has analyzed countless websites through a data-driven lens. In this article, we’ll provide actionable tips for optimizing these digital welcome centers with 7 optimizations every DMO homepage needs to succeed.
1. Compelling Hero CTA & Media
First Screen Call-to-Action
Visit Yakima does an excellent job on desktop, with prominent Calls-to-Action on their home page.
This is one of the easiest, but most important, things that most DMOs fail to capitalize on. Since you don’t know how far the average user will scroll, including a key Call-to-Action on the first screen will ensure that it’s seen. This should be a key conversion point that uses value-driven, action-oriented language. Think “See Lodging Deals” instead of “Book a Room”. When included, these CTAs are often the top clicked element on a homepage.
Engaging, Informative Media
Visit Sault Ste. Marie shows off interesting media with a descriptive caption.
Bishop California has a video that’s more general but is filled with beautiful imagery and topped off with a CTA.
Whether it’s a seasonal photo or impactful video, showcasing the destination’s unique selling points and experiences is crucial. Leverage visual storytelling to capture the essence of an area. If a photo is used, be sure to caption it in some capacity so that users know what they’re looking at. While videos can be trickier in this respect, using signs in the footage or following up with a carefully formatted introduction can help.
2. A Strong & Useful Intro Paragraph
Clear and Concise Value Proposition
There’s a reason people travel to Amish Country — for the Amish! Visit Shipshewana / LaGrange County leans into what their known for.
Visit Haywood County, North Carolina does well to speak about their primary differentials. This introduction in particular is great for Search Engine Optimization, given that they also mention the biggest cities in the county.
Gaylord Michigan stands out with one of the best introductions we found. Hyperlinks abound, and they get into the specifics — telling you exactly why winter in Gaylord is unmatched.
Keep in mind that for many, this will be the first time they’ve heard of your area, so a home page needs to introduce the destination. An introductory paragraph should tell visitors what the destination offers with a concise and specific message. Speak to your main attractions and what you’re known for. Highlighting unique selling points is more important that conveying a vibe, so move beyond generic descriptions like “charming downtown full of rich history where art meets innovation”. Focus on benefits, not just features.
Hyperlinking Experiences & Differentials
Choose Chicago has a fantastic recognition and shows it off well.
Visit Santa Claus / Visit Spencer County mentions specifics attractions and hyperlinks to them.
It’s incredibly simple but overlooked nine times out of ten on DMO homepages. When mentioning an attraction, activity, or event — hyperlink to the relevant page on your website. If you’ve won any awards or have been recognized by media outlets, be sure to mention them and add links. Social proof goes a long way!
3. Include a Map
Sense of Place
This map from Visit Yosemite | Madera County gives a great sense of place, with drive markets and the national park highlighted.
Bishop California once again does well, with this map that shows nearby markets both in and out of state, as well as nearby points of interest.
Help visitors instantly orient themselves with a map that shows your proximity to key markets and major cities, making it easy for potential tourists to visualize their journey. Highlighting drive times and distances removes any guesswork and emphasizes convenience.
Area Familiarity
Mackinac Island’s desktop map is superb, showing off all the major attractions on the island. The map certainly helps familiarizing users with the area and visualize their trip.
Traverse City, like many DMOs cover more than just one area. Their map is useful on both desktop and mobile, showcasing area highlights spanning four counties — all while giving a sense of place with a map of the US also featured.
If you’re able, use your map to highly points of interest to ignite interest to explore further. This is often very difficult to do with just one map, especially on mobile devices, and a sense of place certainly takes priority. Yet, depending on the size of your destination, this can be an excellent way to visually show off all your attractions.
Tip: Check out both desktop and mobile versions of maps to ensure they’re useful. Try it out on your own phone!
4. “Best of” Content
Visit Detroit has an “Iconic Detroit Experiences”, showing off the best things to do in the area.
Another case comes from Michigan, with Visit Charlevoix prominently including their “Top 11 Things to Do”.
A “First-Time Visitors Guide” or “Top 10 Things to Do” article can help welcome these new tourists with curated experiences designed to showcase the heart and soul of a destination. Whether it’s a year-round resource or seasonal advice. Treat it as an opportunity to capture their imagination, so be precise, as if you’re describing to a friend the “must-do” experiences when they visit. Include links to additional resources, such as specific attractions, accommodations, and itineraries, allowing visitors to easily dive into more detailed planning.
5. Travel-Worthy Events
St. Ignace includes their major, upcoming events.
One of the most popular organic searches for a destination will often be “things to do this weekend”. Tap into this with your home page by featuring upcoming annual events, such as festivals. Keep it relevant to the leisure traveler by ensuring the event is worth traveling at least 50 miles for. Add a link to your full annual events page to round things out!
6. Seasonal & Timely Highlights
Discover Lancaster in Pennsylvania has some excellent timely features, including a major festival, upcoming holiday, and things to do during the month.
Show users you’re the ultimate insiders. Feature specific activities perfect for the current season, link to top things to do each month, share timely news, or even offer inspiration for upcoming holidays. By keeping their content fresh and current, destinations can demonstrate their expertise and provide actionable advice. This not only builds trust but also creates a sense of urgency, often providing the final nudge a visitor needs.
7. Close the Deal
Visit South Walton in Florida has a booking widget towards the bottom of their homepage.
Visit Dublin Ohio closes the deal with a literal “View All Deals” CTA.
Your homepage serves as a guide to users, and the final touch is to make trip planning easy. A “Book Now” button that features filters and sends users to accommodations can empower users to take the next step.
Conclusion
Your DMO website’s homepage is the gateway to all the unforgettable experiences in your destination. By employing these seven key elements, you’ll transform the page into a powerful magnet for potential visitors. Throughout your homepage optimizations, remember that a seamless user experience, especially on mobile devices, is vital. Don’t forget to feature your main navigation options, such as “things to do” and “places to stay”. If you want to elevate your DMO’s online presence, contact us for a digital marketing audit and let TwoSix Digital help to roll out the red carpet for your destination.