How to Organize Your Website Content Like Marie Kondo

When Marie Kondo first published “The Life-Changing Magic of
Tidying Up” in 2011, best practices for website content were
almost entirely different. Eight years ago, applying Kondo’s
KonMari method to organizing your website would have been unheard
of. Back then, landing pages were the name of the game — the more
you could create, the better. But as the decade progressed, Google
changed the rules. While it was common to have several landing
pages targeting variations of the same keyword (e.g., separate
landing pages for “hotel near Brooklyn Bridge” and “hotel in
lower Manhattan”), Google began to favor websites that have fewer
pages with richer, more dynamic content — essentially, quality
over quantity.

Thanks to Netflix’s “Tidying Up With Marie Kondo,”
there’s been a renewed interest in the KonMari method. So I
looked at Kondo’s six basic rules of tidying and considered how
you can apply them to managing your website content.

1. Commit yourself to tidying up.

The task of tidying up may seem daunting, but consider this: At
HEBS Digital, we’ve found that upward of 50% of landing pages on
unwieldy hotel websites (i.e., websites with too many pages)
generate no revenue for the property. How do you know when it’s
time to tidy up? It’s easy. Check if your single-property website
has more than 40 pages, or if your multi-property website has more
than 30 pages per property. If your website is over these
recommended page counts, commit yourself to improving your website
content.

2. Imagine your [best guest’s] ideal lifestyle.

What matters most to your target audience? Is it the convenience
of your on-site amenities and facilities? Or proximity to things to
do in the destination? This is the key content you need to help
website users find. The deeper they have to click into your site to
find it, the higher your bounce and exit rates will be. As a rule
of thumb, if a user can’t find the information they need in one
or two clicks, these landing pages aren’t likely to contribute to
the overall success of your website.

Instead of creating endless landing pages buried within layers
of navigation, consider all the different ways you can convey a
lifestyle by merchandising your website with content:

  • Update hero images with seasonal photography and marketing
    messages
  • Utilize promo tiles on the homepage to point to important areas
    of the website
  • Activate content personalization to target audiences with
    custom marketing messages
  • Refresh your calendar of events throughout the year with key
    events happening on the property and in your destination

Publish regular blog posts about the best things to do in your
destination

3. Finish discarding first.

Before you refresh your existing content, the first step is
consolidating similar or duplicate content and discarding
unnecessary landing pages. If you have less than 50-100 words of
content to describe a product or service, consider finding a way to
feature it on your website without a dedicated landing page.

Some examples of unnecessary pages include:

  • Separate landing pages for general hotel amenities and
    business-traveler amenities
    : Consider consolidating this
    content into a suitable page layout that serves as a comprehensive
    overview of all amenities at the hotel.
  • Separate landing pages for a destination area guide and
    nearby restaurants
    : All destination content should be
    consolidated into a suitable page layout that serves as a
    comprehensive area guide for your destination.
  • Separate landing pages for rooms and suites:
    Using modules like HEBS Digital’s Rooms Showcase allows you to
    organize all accommodations on one page, creating a streamlined
    experience for users.

Once you have identified instances of similar, duplicate, or
unnecessary landing pages, identify where you can redirect these
pages. If there are two similar landing pages and you can’t
decide which to keep, look at metrics such as page views, average
time on page, bounce rate, exit rate, and conversion rate to
determine which is the best-performing page. After implementing a
redirect to the most relevant page, discard (delete) the similar or
duplicate page from your CMS.

4. Tidy by category, not location.

After discarding similar or duplicate landing pages, it’s time
to tidy your top-performing pages. It’s likely that your hotel
website has standard categories, like Accommodations, Dining, and
Groups & Events. For single-property websites, it’s as simple
as working your way through one category at a time. For
multi-property websites, consider refreshing content by category,
not location. For example, work on the Dining pages for all of your
property locations before moving on to the next category. By
focusing on a single category across all your properties, you can
ensure consistency in style and content from location to
location.

5. Follow the right order.

According to Kondo, the correct order of tidying up (in real
life) is: clothes, books, papers, komono (miscellaneous items), and
sentimental items. These don’t translate into the digital space,
but if you could only look at five aspects of website content when
tidying up, consider:

  1. Business need. Does the landing page serve a
    business need?
  2. Discoverability. From the homepage, does it
    take more than two clicks to get to the landing page?
  3. Content. Does every landing page have at least
    one strong hero image that visually communicates the primary
    message of the page? Does every page use clear, concise, and
    engaging language to convey that message?
  4. SEO. Does every language page have a target
    keyword, and is that keyword used in the page title, H1 header tag,
    and the body content?
  5. Miscellaneous items. Are your landing pages
    merchandised with marketing messages, CTA buttons, and wayfinding
    that guides users through a flow that leads to a booking?

6. Ask yourself if it sparks joy (for your potential
guests).

Free Wi-Fi. Luxury bath amenities. On-site restaurants. So many
offerings that were once considered unique have become
commoditized. Be realistic about what your target audience expects
and what will actually spark joy (i.e., what will make them tick
— and click — on your hotel website). If you want to surprise
and delight, consider:

  • Content personalization. Speak to new and
    returning visitors differently. Serve new visitors higher in the
    funnel information about the destination and what’s nearby the
    hotel, while showcasing accommodations and special offers to return
    visitors lower in the funnel who have already signaled affinity for
    your property.
  • Special offers and packages. Everyone likes to
    know they’re getting a good deal. Think about ways you can go
    beyond seasonality or discounted rates to offer something new and
    interesting. Is your property in New York? Create a package around
    a favorite film or TV show that takes place in the city. In a
    tropical beach destination? Include a sampling of signature
    cocktails in summer room rates. On a mountain? Partner with a
    specialty retailer to offer brand-name ski gear packages during
    snowy months.
  • Unique destination area guides. Anyone can go
    to Condé Nast Traveler or Fodor’s to plan their next trip. But
    hotels are perfectly positioned to offer up insider tips about
    their destinations that major travel publishers won’t cover. Tap
    your concierge or staff to provide recommendations that aren’t
    published anywhere else.

Need help with the heavy lifting? Tidying is better together. At
HEBS Digital, your dedicated Account Manager, Copywriter, and SEO
Specialist are here to help you audit your website, make strategic
recommendations, and, as Kondo suggests, say arigato (thank you) to
old content as we discard and optimize it to meet best practices
and quality standards in 2019.

The post How
to Organize Your Website Content Like Marie Kondo
appeared
first on HEBS Digital
Blog
.

Source: FS – All – Hotels – News
How to Organize Your Website Content Like Marie Kondo