5 Website Must-Haves for Every Tourism Business
If you’re running a tourism business—whether it’s a cozy B&B, local café, tour company, or farm gate shop—your website has to work hard for you. It’s often the first impression people get of your business, and it can be the difference between a booking and a bounce.
Here are five non-negotiables your tourism website needs to have to stand out, build trust, and drive action.
1. Mobile Responsiveness
Because your customers are on the go.
Most visitors will check out your site from their phones—while road tripping, planning their stay from the couch, or Googling “things to do near me” at a café down the road. If your website doesn’t look good and function smoothly on a phone, you’re losing them. Fast.
Make sure your images resize properly, buttons are easy to tap, and everything loads quickly.
2. Clear Calls to Action (CTAs)
Don’t make them guess what to do next.
Want them to book a tour? Call for availability? Download your menu? Tell them—clearly and confidently.
Your CTAs should stand out visually, use strong action verbs, and be placed in multiple spots (not just tucked away at the bottom of the page).
Think: “Book Now,” “Explore the Menu,” “Plan Your Visit.”
3. Social Proof
Let others do the talking for you.
Reviews, testimonials, and user-generated content (like tagged Instagram posts) help build trust quickly. People want to know others have had a great experience with you—especially if they’re coming from out of town.
Embed Google reviews, include happy customer quotes, or add a carousel of real guest photos.
4. Location Details That Actually Help
Not just your address—everything they need to find you.
Include directions, parking info, nearby landmarks, open hours, and a Google Map embed. The easier it is to plan a visit, the more likely someone will follow through.
“You’ll find us 5 minutes off the Great Ocean Road, just past the big blue silo!” = super helpful.
5. Basic SEO (Search Engine Optimization)
Because if they can’t find you, they can’t visit.
SEO doesn’t have to be scary. Start with the basics: use keywords your audience is searching for (like “family-friendly farm experiences near Warrnambool”), add descriptive page titles and meta descriptions, and name your images properly.
If you’re not showing up when someone Googles your town + your service, it’s time to tweak!
Your website doesn’t have to be fancy—it just needs to do its job. With these five essentials in place, you’re making it easy for people to discover your business, trust you, and take the next step.
Need help checking if your site has these covered? My Website Health Check might be the perfect (and super affordable) place to start. I’ll send you a 15-minute video audit with personalised suggestions to tighten things up.