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Internet Marketing and Web Design Considerations for Accommodation Web Sites in Australia: Article by DiAl Design (November 2003), Australian Web Design & Internet Marketing specialists, for the 2003 edition of the booklet, "Operating a Bed & Breakfast and Farmstay Business in New South Wales & the ACT" published by the Bed & Breakfast and Farmstay Association of New South Wales Inc. This article on "The Internet" is taken from the Marketing section and although written for a specific audience is reproduced here to assist anyone considering taking their first steps to establishing an on-line presence. The operators' guide booklet is a handy guide covering all aspects of setting up and running your b&b or farmstay accommodation business or improving your existing operations. Available to non-members and members of the Association, you can order the guide on-line. The Internet As A Marketing Tool As more and more accommodation seekers and travellers make their arrangements on-line, the Internet can be a cost effective marketing solution if the opportunity is maximised correctly and should be an important factor in your marketing mix. It is possible to achieve a low cost presence by carefully selecting some regional or industry specific portal sites and obtaining an "advertising page" such as the Association's Directory Website where accommodation seekers are specifically looking for your type of service. By far the better solution is to invest in your own website with your own domain name. Some of the advantages are:
The travel industry is one of the most competitive on the Internet globally, so how can the small B&B or Farmstay operator compete in the on-line marketplace? The major advantage for Bed & Breakfast and Farmstay operators is that they offer unique travel experiences and in most cases personalised service and tourism opportunities with local knowledge. This will appeal to those that want more than "just a bed for the night". Where possible liaise with local tour operators to establish packages that are of value and map out possible itineraries or travel plans for your potential guest. The Internet gives you the opportunity to reach your target market effectively with your unique selling points - the things that makes you special. There are no boundaries on the Internet on the amount of information that can be provided and you are not as restricted as to cost and space as in off-line advertising. The Internet is an ideal channel between you and your target market. Don't block it! Make sure that your website is accessible to both visitors and search engines and contains the information that potential guests require to make an informed decision. Do not rely, for search engine positioning on meta tags and hidden text: make sure that your important key phrases (that visitors will search for) are clearly in the visible text copy of your pages. Building A Solid Internet Presence A solid Internet presence can also help reduce the cost of your off-line advertising. Ensure that all your print materials point to your website as a source of further information. Be careful not to dilute your "theme" by creating duplicate information here there and everywhere. All links and pages to your website should be crafted individually wherever possible, otherwise you could just be creating "competition" for yourself in the search engines. The days of "hit" and traffic counting are gone and the best measurement to ensure that your web presence is effective is your return on investment. Whether you invest in your own website or choose the route of listing wherever possible you need to know what is working for you. Checklist For Hiring Professional Web Designers & Marketers If hiring a web designer or marketer, take your time to assess their suitability to your needs. A quick checklist could include:
Costs for design and marketing vary greatly and price is not necessarily a good measure on which to base your hiring decisions. Be aware of the results you wish to achieve and ensure that the company you select can show prior results for similar clients by asking for referrals and calling them. DIY Web Design For operators who wish to DIY there are many free sources for learning available. A good grasp of HTML hand coding is a good starting point and will help you to create your pages correctly. Be aware that many WYSIWYG editors (such as FrontPage) are notorious for bad coding which could render your pages unviewable by your intended audience. Content Management Systems (CMS) can also cause many problems and in most cases the results are not search engine friendly. (This is an issue within the Development industry that is currently under the crosshairs and hopefully will be improved upon over time.) For further help read through the eight keys for success on the WWW! Click the arrow 
to proceed.
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