Hotels host some of life’s most memorable moments: honeymoons, reunions, and once-in-a-lifetime journeys. They’re springboards for successful business trips and perfect holidays. And boutique hotels, in particular, aren’t just places to rest—they’re experiences unto themselves. Because boutique hotels are anything but cookie-cutter, they benefit from professionally designed websites that are experiential and communicate exactly what a guest can expect during a visit.

A professionally designed boutique hotel website should be functional, providing customers with all the information they need to book and plan their stay. It should also be as personality-filled as the hotel itself. Making strong impressions, both in person and online, can make customers more likely to book, rebook, and recommend the stay to others. 

A great website offers enticing previews of the hotel’s amenities, rooms, and overall experience, enticing onlookers and increasing bookings. It complements and deepens a hotel guest’s stay, building anticipation of the holiday to come. Additionally, a beautiful, informative, and on-brand website serves as a hub for all your client’s search engine optimization (SEO), email, social media, and content marketing efforts. 

Armed with Squarespace’s responsive design, integrations, and versatility, you can offer a level of customization to hospitality clients that goes far beyond that provided by standard third-party booking platforms. 

Designing the boutique hotel website

Start your web design process by establishing a clear set of goals for your client’s hospitality website. Think about the functions the website should accomplish, such as showcasing amenities, converting site visits into bookings, and providing guests with the information they need to plan a great stay. 

Since converting site visitors into customers is a primary goal, the website should provide simple ways for potential guests to contact the hotel and make bookings. There are a number of ways to integrate third-party booking sites to create a frictionless customer experience for those who want to book online. And for those who prefer to book over the phone, ensure the hotel’s number is displayed clearly in areas like the header navigation, footer, and contact page.

Include gorgeous imagery

Boutique hotels are full of character, and many customers choose them for this reason. As a web design professional, you can make your client’s website as bold and dynamic as their hotel. Let the hotel’s aesthetics guide your choice of imagery. The images you select should not just be beautiful, but they should showcase what the hotel has to offer, such as gorgeous rooms, striking design, luxurious amenities, and stunning surroundings.

Use strong copy

The website copy is also an opportunity to provide strong, clear, and evocative messaging that encourages potential guests to book a stay with the hotel. Many guests will be interested in amenities and hotel details, as well as the hotel’s proximity to various sights and landmarks, local dining and entertainment, and transportation options. Great hotels leave you feeling energized and invigorated, and your choice of web copy can evoke those sensations as well. 

Travelers often heavily rely on social proof when choosing places to stay, so prominently incorporating customer reviews can make potential customers feel more confident when booking. 

Consider SEO performance

SEO can be a substantial driver of bookings because it helps your client reach potential customers who are actively searching for a great place to stay. Squarespace comes with built-in SEO capabilities to help drive traffic. But as a web design professional, there are additional ways that you can help your client’s site perform even better. 

Choose a keyword strategy that’s tailored to your client. Hotel searches will tend to be location-based, so consider what particular attractions, stadiums, conference centers, or other draws might inform a prospective customer’s desire to stay. If the hotel is notable for a theme, a level of luxury, its merchandise, or particular features, include those in your strategy as well. 

A contact page with the hotel’s address is vital for both customers and search engines alike. Plus, including map blocks and business information settings, as well as signing up for Google My Business, can all help boost local search rankings. If your client opts for a Business or Commerce subscription, the Location Management panel will automatically update Google My Business information. 

Refer to our SEO checklist to ensure that you’re following best practices.

Leverage social media

Hotels are beautiful and experiential—factors that set them up for success on social media. As a professional, it’s not only possible to integrate social icons for your client, you can also style the icons to complement their aesthetic.

Set up email marketing campaigns

Like Squarespace websites, Squarespace Email Campaigns are customizable so you can adhere email marketing to your client’s branding. Email campaigns can consist of one-off emails, as well as automated campaigns that send guests timely information to help plan their stay, get the most from the local area, leave glowing reviews, and eventually rebook. 

These campaigns can respond to subscriber activity (like signing up for emails) or customer activity (like a new booking or a recent stay). Additionally, you can set up promotional pop-ups and other email opt-ins throughout your client’s website to help them build up their email list. Squarespace Email Campaigns include built-in analytics tools to help your client hone their strategy over time. 

Learn more about setting up an email campaign for your client.

Pick the right Squarespace plan

Upgrading to a Commerce plan is appropriate for many hotels, as it offers access to features like powerful merchandising and built-in integrations with third-party services. It is common for boutique hotels with strong brand identities to extend their hospitality experience with merchandise. If your client sells themed, branded, or local products, an online store is a great way to help them boost revenue. 

Other hospitality websites

Vacation and short-term rental properties are also prime candidates for custom-built websites. Like boutique hotels, many vacation rentals are visually stunning, and their passionate owners go to great lengths to make them memorable. 

A great website can round out their branded experience, taking it to the next level. These websites can give potential guests more comprehensive information about the rental’s amenities, nearby attractions, host recommendations, and more. They can also be great resources for clients who want to market their properties outside of standard booking platforms, including to potential mid-term customers like travel nurses. And if your client has a portfolio of vacation properties, they can encourage past guests to rebook and explore their other rentals. 

A beautiful, well-designed website is an important component of your hospitality client’s marketing strategy. With Squarespace, you can create a fully customized and branded website that conveys the experience and atmosphere of their hotel to attract visitors and convert them into guests. Plus, user-friendly integrations can simplify the booking process for clients and guests alike. 

Want more?

Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.