What Got you Here
WON’T Get you There.
Future Proof your
Website.
KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES

REZSTREAM

20...
 Kevin Guill, Director of Digital Services at RezStream
 Founder of the Denver ExpressionEngine Meetup Group
 Developed...
Who we are:




Founded in 2005
Our focus is on serving small independently owned properties in the United States
Empow...
What we will cover
 A LOOK BACK AT THE WEB
 TYPES OF WEBSITES

 3 THINGS TO DO NOW
 7 TRENDS FOR 2014
 QUESTION & ANS...
A Look Back: Where We Came From

2014 PAII INNKEEPING SHOW
A Look Back: Growth of New
Websites
 January 2004
o 46,033,732 Hostnames
o 21,339,810 Active sites
o 1st website for many...
A Look Back: Websites: 1990’s –
2000’s

Early
1990’s Mid 2000’s

• Beginning of Web 2.0
• Centered layouts
• Flash
• Splas...
A Look Back: Websites: 2010 - 2013

2010 2013

• Death of Flash
• Mobile Era
• Responsive Design
• Speed Matters
• Social ...
A Look Ahead: User Experience
 Information Architecture
 Visual Design
 Functionality
 Usability
 Typography
 User I...
Types of Websites
Static
• Less expensive to
develop
• Not database driven
• Feature-less
• Difficult to manage
• Change f...
A Few Key Points
1. Your website should be main focus
 It is the MOTHERSHIP

2. Put content on your website FIRST
 Be th...
3 Things To Do NOW
JANUARY 2014

2014 PAII INNKEEPING SHOW
3 Things To Do NOW: Get a CMS
BENEFITS
◦
◦
◦
◦
◦
◦
◦

CHOOSING A PLATFORM

Easy to create, edit, publish content
Organized...
3 Things To Do NOW: Housekeeping
1. Analyze Your Backlinks
 Know who is linking to you. Are they worthy?
◦ Google Webmast...
3 Things To Do NOW: Housekeeping
2. Revisit Your Content
 Are you representing accurately?
◦ Brand? Property? Rooms?
 Co...
3 Things To Do NOW: Focus on the
User
USABILITY

MAKE IT EASY TO CONVERT
 Offer multiple ways to enter booking process

...
7 Trends for 2014
1) Heavy Focus on Mobile
2) More Flat User Interface
3) Simple Color Schemes
4) Fixed on Demand Navigati...
Thank You!
Email:
Kevin.Guill@RezStream.com

Direct Phone:
303-872-4118

LinkedIn:
linkedin.com/in/kguill
Booth # 501

201...
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Future Proof your Website 2014

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Future Proof your Website 2014

  1. 1. What Got you Here WON’T Get you There. Future Proof your Website. KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES REZSTREAM 2014 PAII INNKEEPING SHOW
  2. 2.  Kevin Guill, Director of Digital Services at RezStream  Founder of the Denver ExpressionEngine Meetup Group  Developed my first website in 2004  Developed 100’s of websites, project managed many more  Specialize in ecommerce and content management systems Email:  Helping hoteliers with their web presence since early 2007 Kevin.Guill@RezStream.com  3 time presenter/co-presenter at the PAII Innkeeping Show Phone: 303-872-4118 LinkedIn: linkedin.com/in/kguill 2014 PAII INNKEEPING SHOW
  3. 3. Who we are:    Founded in 2005 Our focus is on serving small independently owned properties in the United States Empower you with superior technology solutions to make your business run better Our Products and Services:  Property Management System o Cloud PMS scheduled for Q2 2014  Online Booking Engine  Digital Marketing o Search Engine Optimization, Pay Per Click, Social Media, Email Marketing  Creative Services o Website Design/Development, Photography, Videography 2014 PAII INNKEEPING SHOW
  4. 4. What we will cover  A LOOK BACK AT THE WEB  TYPES OF WEBSITES  3 THINGS TO DO NOW  7 TRENDS FOR 2014  QUESTION & ANSWER 2014 PAII INNKEEPING SHOW
  5. 5. A Look Back: Where We Came From 2014 PAII INNKEEPING SHOW
  6. 6. A Look Back: Growth of New Websites  January 2004 o 46,033,732 Hostnames o 21,339,810 Active sites o 1st website for many  2013 – Significant growth o Amount of websites grew by 1/3  January 2014 o 861,379,152 Hostnames o 180,067,270 Active sites http://news.netcraft.com/archives/2014/01/03/january-2014-web-server-survey.html 2014 PAII INNKEEPING SHOW
  7. 7. A Look Back: Websites: 1990’s – 2000’s Early 1990’s Mid 2000’s • Beginning of Web 2.0 • Centered layouts • Flash • Splash pages • Animations • Drop down menus • Websites inexpensive • Friends built websites Mid - Late 2000’s 2014 PAII INNKEEPING SHOW • Web 2.0 in full swing • Interactive Content • Intelligent websites • Large websites emerge • Visual presence • Websites expensive • You hired a professional • Internet Marketing
  8. 8. A Look Back: Websites: 2010 - 2013 2010 2013 • Death of Flash • Mobile Era • Responsive Design • Speed Matters • Social Media Integrations • The Cloud • Professionally Developed 2014 PAII INNKEEPING SHOW
  9. 9. A Look Ahead: User Experience  Information Architecture  Visual Design  Functionality  Usability  Typography  User Interface  Content Strategy  Interactive Design 2014 PAII INNKEEPING SHOW
  10. 10. Types of Websites Static • Less expensive to develop • Not database driven • Feature-less • Difficult to manage • Change fees • Slow turnaround times for changes Customized CMS • • • • • • • Expensive to develop Database driven Designed to suit Features customized Easy to manage content Takes time to build Need a developer to maintain system and add features 2014 PAII INNKEEPING SHOW Turnkey CMS • • • • • • • Subscription based Affordable Pre-designed Feature rich Easy to manage content Rapid deployment System maintenance, training & support included
  11. 11. A Few Key Points 1. Your website should be main focus  It is the MOTHERSHIP 2. Put content on your website FIRST  Be the authority  Get the credit, don’t give it to Facebook, YouTube  Many are too distracted by Social Media  Social Media supports the website, not replace 3. Budget for a website every 2- 3 years 2014 PAII INNKEEPING SHOW
  12. 12. 3 Things To Do NOW JANUARY 2014 2014 PAII INNKEEPING SHOW
  13. 13. 3 Things To Do NOW: Get a CMS BENEFITS ◦ ◦ ◦ ◦ ◦ ◦ ◦ CHOOSING A PLATFORM Easy to create, edit, publish content Organized content Database: user interactive content Software Integrations Can grow with your business Redesigns are usually less expensive Save time (time is money) ◦ Choose an established platform ◦ Drupal ◦ ExpressionEngine (My favorite ) ◦ WordPress ◦ No custom platforms ◦ Expensive ◦ Painful when you leave ◦ Difficult to find a developer willing to take on project 2014 PAII INNKEEPING SHOW
  14. 14. 3 Things To Do NOW: Housekeeping 1. Analyze Your Backlinks  Know who is linking to you. Are they worthy? ◦ Google Webmaster Tools  What is a “Worthy” backlink? ◦ Is the link natural? ◦ Does the link exist on an authority website? ◦ Does it link to the correct page? ◦ It is relatively new?  What is a “Unworthy” backlink? ◦ Anything paid, unnatural ◦ Unrelated industry or location ◦ Website has no or weak authority ◦ User registration/comment spam  Removing the “Unworthy” ◦ Send website owner a request for removal ◦ Use Google Disavow Tool 2014 PAII INNKEEPING SHOW
  15. 15. 3 Things To Do NOW: Housekeeping 2. Revisit Your Content  Are you representing accurately? ◦ Brand? Property? Rooms?  Convey your value. What is your unique selling proposition? ◦ Affordable ◦ Luxury ◦ Location ◦ Historic  Give users what they want ◦ Provide real answers to real questions ◦ What questions do your guests ask you? ◦ Entertain them with guest experiences or local stories  What if your content is poor? ◦ If irrelevant, remove it ◦ Re-write or enhance relevant content ◦ Take new property and room photos 2014 PAII INNKEEPING SHOW
  16. 16. 3 Things To Do NOW: Focus on the User USABILITY MAKE IT EASY TO CONVERT  Offer multiple ways to enter booking process  Mobile. Act Now o All content/pages must be accessible • Responsive design is the easiest way to manage this right now  Make content easy and interactive o o o o o o Search filters (beds, occupancy, price, square footage) Save favorite unit(s) Compare units Reviews Phone numbers and address easy to find Turn by turn by directions  Keep user moving forward through website o Strategically place calls-to-actions (CTA) on every page • Reservation Buttons • Availability Calendars  A/B test CTAs • • • • • • Test: Location Test: Size Test: Color Test: Text Tool: Wingify Visual Website Optimizer Tool: Optimizely  Track conversions with Google Analytics 2014 PAII INNKEEPING SHOW
  17. 17. 7 Trends for 2014 1) Heavy Focus on Mobile 2) More Flat User Interface 3) Simple Color Schemes 4) Fixed on Demand Navigations 5) Videos in Place of Text 6) Large Hero (Intro) Area 7) Large Fonts with personality 2014 PAII INNKEEPING SHOW
  18. 18. Thank You! Email: Kevin.Guill@RezStream.com Direct Phone: 303-872-4118 LinkedIn: linkedin.com/in/kguill Booth # 501 2014 PAII INNKEEPING SHOW
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