When your Tour Operator website first goes live, it’s very similar to a newborn child. It’s the most beautiful thing you’ve ever seen. The wait was worth it and looking at it fills you with pride. What you don’t realise is that the work has just begun. Just like a child, a healthy Tour Operator website requires a constant flow of new information, expanding social connections and updates. Well, children need food, not updates..but you get the point.

Here are a few website improvements that may just see your online bookings skyrocket:


The readability of your content is extremely important. Unless you own a Yoda fan club website, there is no excuse for bad grammar. Good content also goes hand in hand with good SEO. If you want your website to rank well on search engines, a complementing blend of well-audited content and good SEO is the way forward.


What is “good” SEO?

In-depth target market analysis and competitor research are the two key components to factor in when planning your SEO strategy.

If you were your average Joe looking to go on a tour through say, Namibia, what would you type into Google? Make a collection of searches and document the keywords you used. If the results of your searches are for Tour Operator businesses similar to yours, you know those keywords are highly competitive and will be tough to rank for.

The problem is getting your website up there with the big SEO dogs. If there are already many competitors ranking for the keywords you choose for your webpages, you may still not rank well, even with well-strategized SEO. This is where long-tailed keywords and target market research becomes a priority

Long-tailed keywords can be added to your content to draw search results from a more specific target market. If you mostly cater for tours in the Etosha National Park region, then ranking your page for “safari tours Etosha national park” instead of just “safari tours” improves your chances of ranking for customer searches involving that niché phrase.

Your content should never be disrupted by your keywords. The keywords should blend in naturally with the rest of the information. Adding your keywords to your page/post title, image alt tags, meta description and throughout your content helps boost your sites recognition by Google as a “good” website.

Updates and Upgrades

Business Branding

Perhaps it’s time for a rebranding? A new, fresh logo and some primary colour changes help to show your clients that you’re always evolving. This doesn’t require a huge budget and will give your website a brand new feel.

Make booking simple

There is a range of Booking plugins to install on your Tour Operator website. They usually cost a pretty penny, but this is an investment and is sure to pay off. The truth is booking online has become a norm, if you want to bring in those bookings, you have to keep up with the trends.
Social Communication


Set up a reviews page on TripAdvisor or host your own reviews on a page on your website. Allowing people to share their opinions instils a sense of trust in them for your business.

Social Media

Customers also more inclined to choose your particular tours or safaris if you show a slight personal side, though while maintaining your professionalism. This can be done by connecting across all possible social networks and keeping them updated with destination images, reviews and promotions. and be sure to have a strict reply deadline to all posts from customers across your social media accounts, including comments, reviews and concerns. A 48hr window period for reply can be seen as good practice.


Your website’s blog can often be one of the most frequently viewed pages on a website. Providing interesting articles that relate to your tours and services can draw in customers, and help up-rank your overall SEO.


Congratulations, your website is reaching adulthood. Once it goes about changes such as these, it will be ready to head off into the world. Discover new people, and bring them home to meet you. Well, websites don’t necessarily bring people home, but you get the point.