From Scenic to Sale: How to Turn Browsers into Bookings with Your Website Design
Your website might look beautiful, but is it helping people take action?
For tourism and experience-based businesses, a stunning first impression matters - but it's not enough. A website should guide visitors smoothly from “just looking” to “ready to book.” That’s where user experience (UX) and smart design choices come in.
In this blog, we’ll walk through how to design your website with purpose — keeping conversions front and centre. Whether you're offering accommodation, tours, tastings, or tickets, these tips will help you turn scenic into sale.
1. Start with a Clear Goal for Every Page
Every page on your site should serve a purpose — and that purpose should support your ultimate goal: getting more bookings.
Actionable Tip: Write down the main action you want visitors to take on each page. Then ask: Is it obvious? Is it easy? If the answer is no, simplify.
Homepage → Encourage scrolling and direct people to your booking or experience pages
Experience pages → Inspire, inform, and lead people to "Book Now"
About page → Build trust and show what sets you apart (then... lead them to book!)
2. Make Navigation a No-Brainer
If your visitors can’t find what they need, they won’t stick around. Simple, intuitive navigation is key.
Actionable Tip: Limit your main menu to 5–7 items. Use clear, visitor-friendly terms like:
Home
Experiences or Tours
About
FAQs
Contact
Book Now (always include this as a standout button)
Bonus: Add anchor links on longer pages so users can jump straight to pricing, inclusions, or reviews.
3. Design Above-the-Fold to Guide the Eye
Above-the-fold refers to what someone sees before they scroll. This space is prime real estate — use it wisely.
Actionable Tip: Your homepage’s top section should have:
A striking image or video that sets the scene
A clear headline that says what you offer and where
A single, strong call to action (like “Explore Tours” or “Book Now”)
Don’t clutter it with too many choices. Keep it focused and inviting.
4. Use Visual Cues to Guide Action
People skim online. Use design to lead their eyes and attention toward what matters most.
Actionable Tip: Use contrast and repetition:
Bold, consistent button styles (same colour, same size)
Arrows or directional images pointing toward CTAs
Section spacing that naturally leads from info → trust → action
Make your booking buttons stand out — they shouldn’t blend in!
5. Build Trust with Social Proof
Trust is a major factor in conversion, especially in tourism. If people don’t know you yet, they need proof that others do.
Actionable Tip: Add reviews, ratings, testimonials, and logos of partners or awards:
Sprinkle reviews throughout your site, not just on one page
Use real photos of happy guests where possible
Show average rating and number of reviews near your booking CTAs
Pro tip: Add “As seen in” or TripAdvisor badges if you’ve got them — visual credibility boosts confidence.
6. Make Booking Friction-Free
Once someone’s ready to book, don’t lose them to a clunky process.
Actionable Tip: Audit your booking process:
Can people book in 3 steps or less?
Is the “Book Now” button easy to find from every page?
Is the form short, mobile-friendly, and easy to complete?
If possible, embed booking directly on your site so people don’t have to click away. And always send an instant confirmation email to seal the deal.
7. Optimise for Mobile First
Most visitors will be browsing on their phones — especially travellers. A gorgeous desktop site that falls apart on mobile = lost bookings.
Actionable Tip: Test your site on multiple screen sizes:
Is text readable without zooming?
Are buttons spaced for thumbs, not cursors?
Is your booking system fully functional on mobile?
Prioritise mobile layout in your website platform or builder — don’t treat it as an afterthought.
Final Thoughts
Designing for conversion doesn’t mean making your website feel like a sales pitch. It’s about guiding your visitors — clearly, confidently, and smoothly — from the moment they land on your site to the moment they hit “book now.”
With a few intentional tweaks and a UX-first mindset, your site can work harder for you, turning curious browsers into excited customers.