Your ‘Book Now’ Button Isn’t the Problem — This Is

Web designers and marketers will tell you to put an unmissable book now button at the top of your website. Maybe at the bottom too, or locked to some part of the screen even when the user scrolls. So convincing they’ll be about the colour, style, or size, it’d seem silly to ignore the advice.

And while you don’t want to make it difficult for people to book, let me share a little insight from someone who travelled Australia for two years, bumping in and out of caravan parks constantly.

It doesn’t matter. At least not anywhere near as much as ‘they’ tell you.

If we had a dollar for the number of times we had to hunt around on a website for how to book, or give them a call to work it out, we… I don’t know, might have had an extra twenty or thirty bucks.

If someone is sold on visiting, they’ll work out how to book. If you’ve done the work to look and sound like a great fit for them, there’s overwhelmingly positive word of mouth (or reviews), and you’re obviously different, they’ll still book.

I’m not saying to make it hard for people to book. I’m not even telling you not to have a book now button – you should.

What I want you to do is learn to obsess over the things that make a big difference. I can promise that’s not the size, placement, colour or style of the book now button.

Be compelling, different, and attractive to your ideal customer – and then deliver on your promises through the customer experience you design.

Get this right and the rest generally looks after itself.