Digitalisation & Marketing in Tourism: How to optimize your website

The implementation of the digital strategy involves teams in content, SEO, performance, social media, ads and web accessibility.

Are you responsible for the planning, maintenance, coordination, development or design of your website? Is the implementation of the digitalization of your web platform within your area of responsibility?

Most tourism organizations have centralised or decentralised teams that coordinate the implementation of the digital strategy and goals of the website and web platform.

Your role can be:

• Digital Marketing Manager / E-Marketing Manager / Online Marketing Manager
• Content Manager
• Web Editor
• Social Media Manager
• Quality Manager
• Communications Manager
• Service Manager
• Product Manager
• Project Manager
• Development Manager
• Head of Communication and Business Development/li>
• Head of IT Services

Digitalization does not stop at tourism. Your website is the linchpin of digital guest communication.

Tourism demand in Switzerland is growing continuously. Digitalization in the tourism industry is advancing all the time and with smartphones, apps, voice search, mobile booking as well as check-in and chat functions, your digital presence is becoming more diversified. Guests want a personalized user experience that is easy to use. From any device, at any time, anywhere.

Your website is the linchpin of digital communication with guests. Here your guests search, book and inform themselves. Whether via mobile or desktop - your guests should be able to find what they are looking for easily, quickly and with as few clicks as possible.

Siteimprove helps you to constantly improve the quality of your website and to reach your full potential. Automated checks and simple troubleshooting guides for problems on your website save you time and resources that can be used in your strategy and planning.

Siteimprove events for tourism in Switzerland.

• Stay tuned, new webinars for tourism will be available shortly!

Manage all tasks of your digital strategy from one source.

As a digital marketing team, how do you master the challenges of content, SEO, analytics, digital accessibility, performance and ads simultaneously and coordinate the effort for all individual team members?

The digital challenges for tourism organizations and destinations often extend to a multitude of websites and applications, all of which must be optimized in parallel and kept up-to-date. Siteimprove can help you meet these digital challenges with a SAAS platform for your entire digital marketing team.

These digital challenges can be mastered with Siteimprove:

• Quality assurance of texts (such as news, help articles, service descriptions and blog posts)
• Pictures, diagrams and infographics
• Interactive and dynamic graphics
• Videos and podcasts recorded or embedded in a website or app or published on a social media channel (including video players)n
• Organic SEO + Keywords
• Ads / Ads spend
• Website performance, speed & availability
• Social Media
• Accessibility
• Navigation and general user interface
• Links
• Web Forms (HTML-Forms)
• Chat services
• Calendar of events
• Booking platforms
• API/Feeds
• Files created by saved Office programs, such as PDF and Word files and forms
• Intra- and Extranets

One single SAAS platform for your entire team.

How does Siteimprove check the content on your website and how can your team work more efficiently with Siteimprove?

Siteimprove is a cloud-based SAAS platform that crawls your website and digital content every 5 days. It performs over 500+ tests on your website, covering content, links, spelling, corporate wording, SEO, keywords, competitor analysis, analytics, performance, digital accessibility and ads. Automatically, the challenges are transformed into reports and dashboards, made visible and sent to the responsible person. These reports and dashboards can be customized and you can of course create your own review policies for content, media and documents.

With our CMS Plugins you jump directly into your CMS to the discovered challenge and fix it quickly and efficiently. Our CMS-Plugins also give you the possibility to crawl and optimize new content directly after creation.

Of course the crawling of your staging environment during a relaunch also works.

With the DCI (Digital Certainty Index) you can measure your progress and compare yourself with other tourism organizations via the benchmark.

Siteimprove CMS Plugin / API’s

• Adobe Experience Manager
• Sitecore
• Drupal
• Typo3
• Wordpress
• Magnolia
• Umbraco
• EZ Platform
• Episerver
• Kentico
• uvm.

Marketing Automation & Ticketing & BI-Tool API's

• Marketo Engage
• Hubspot
• Jira
• Tableau
• Klip Folio
• Power BI

To make sure that you have a good overview of the optimization possibilities on your website, we offer you a free consultation. Our expert Niklaus von Siteimprove will take a close look at your website and point out problems and possible solutions.

Let's get in touch

Begin by defining the goals you want to achieve; putting together a team; sharing responsibilities and ensuring the support of the entire organization.

Siteimprove helps more than 7,500 organizations worldwide to effectively optimize their websites. From our years of experience, we have developed numerous training opportunities for our clients. These are of course free of charge!

• In the content library you will find an overview of e-books, checklists and guides on relevant topics.
• Our blog offers important and current insights and trends around the topic of digital marketing.
• The Siteimprove Academy offers free advanced training courses in various learning tracks.
• Our experts share their knowledge in webinars and events.

Our tourism expert Niklaus Wiederkehr will help you to exploit the full potential of your website in your industry.

As a customer, your personal Customer Success Manager in Zurich will be at your side to resolve any problems on your website quickly and effectively with Siteimprove. The Siteimprove School offers our customers online training for the platform modules as well as webinars on specific topics.

An All-in-one solution not only audits your website, but also helps you organize your team's work, identifies errors in your source code and creates professional charts that illustrate your progress and compare your results with industry benchmarks. This makes it easier for your team to meet current and future digital accessibility standards.