Beginning a New Freelance Adventure: Target Travel LLC Website Redesign
Target Travel LLC works with AAA to provide customers with the best deals on vacations and travel worldwide. Through Facebook, Instagram, and LinkedIn social media posts, Target Travel aims to drive traffic to the website to get clients to schedule a meeting or get a free quote.
Through a deep analysis of the website, I discovered some opportunities for improving the interest and consideration stages of the marketing funnel. Here, I'll detail my strategy for the Target Travel website redesign.
From Static Listings to Engaging Content — Building Interest in Travel Services through Website Redesign
On the homepage, the types of travel were just listed, they were not linked to anything, and there was no other information to build interest in the different services offered. The main “types of travel” page only offered images and very basic information.
Showcasing Variety & Customization
To build interest in each individual type of travel, I built out pillar pages to provide more information and move clients to the consideration stage. Each pillar included an explanation of the travel type, the benefits of using a travel agent, the variety of options each type of travel offers, and a section on tips for working with an agent.
Keyword Research & SEO Optimization
I used keyword research to create actionable content and ensured the page headers (H1, H2, H3, etc) followed the ideal hierarchy structure for optimal SEO.
Guiding Users Through the Consideration Stage — Calls to Action & User Experience
To move clients to consideration, I included a section on “current travel offers,” which was also a main pillar of the website. I included a call to action at the bottom of each “travel type” pillar page to drive people to learn more about current deals.
Enhancing User Experience — Visuals & Interactive Elements
I updated the Travel Offers page for a better user experience, as the original version was very text-heavy. I used buttons in place of the images and directional text to get users to learn more.
Website Speed Optimization - Prioritizing User Experience & Mobile Friendliness
Through a PageSpeed Insights report, I discovered that the large number of images being used throughout the site was impacting the load speed, so I reduced the size of the galleries to ensure things loaded faster across both Mobile and Desktop devices.
Streamlining Contact & Building Trust — Multiple Touchpoints & Social Proof
I optimized the contact section to provide more ways to get in touch, and to make the social media buttons more uniform. While there is a contact “page,” it’s just an anchor at the bottom of the homepage.
Multiple Contact Options — Meeting Users Where They Are
On pages I wanted users to move along the funnel, I added or improved contact forms instead of linking back to the Contact anchor across different pages. For instance, I added a “get a quote” contact form to the About section and on the Types of Travel pillar page.
Leveraging Social Proof & Building Trust
On top of some of the missed opportunities for site engagement, there were also some missed opportunities for building awareness. For instance, a Google Business Profile was not created, nor was the website indexed by Google. While the Google Business Profile is currently being set up, I was able to get the website indexed by search engines and set up across Google Analytics, Ads, Search Console, and Tag Manager.
Meta Descriptions & SEO Optimization
Additionally, none of the pages had any meta information, so I updated those to reflect the targeted keywords on each page. I also added a favicon to the website and a default image to accompany social media posts.
Building Trust with Testimonials
Finally, I built a testimonials page that is hidden for now. The page has been SEO-optimized and can be easily added to as more testimonials come in. I suggested this page as a good resource to build client trust and further drive them to take action and contact Target Travel for their next trip.