Wallop takes steps every month to check Mirror Lake Inn’s website accessibility features are maintained to the latest standards. Legal action is a headache for any hotelier, but it’s a common outcome for hotels that don’t take proactive, ongoing steps to adhere to ADA guidelines and make their websites user-friendly for guests with disabilities. +40,918 additional impressions on the new keywords
Now, we outperform all competitors in Lake Placid on these types of searches and hold top page-one positions. This led us to develop a combined paid search and SEO strategy to increase visibility on these searches. A major finding was that they weren’t ranking for some location-specific keywords that our competitors were. When everything closed down, we took that time to do a deep audit of where things were and we took a look at the competitors. And that’s exactly what we did when the pandemic first hit. While we can’t change their geography, we can change their search performance. Mirror Lake Inn is surrounded by an array of top-quality hotels and resorts both geographically and in search result pages. In the weeks following this change, we saw 17% more applications come in.Īs a result of these changes, we also saw 80% more applications coming from the ad campaigns which, in turn, reduced our cost-per-acquisition. To further boost application submissions, we also added a popup message that appears when people on the application pages show signs of leaving the website, to remind them of the benefits. In the two weeks following this change, we saw a 78% increase in applications. This led to us reducing the length of the application. To find out why, we set up tracking to monitor the drop off point on the website. We continued to attract people to explore the careers pages from ad campaigns, emails and organic searches, however we often found that people were looking but not applying. After adding this to the website we saw a 267% increase in applications. The data showed that people were most interested in finding out about the perks and benefits of the jobs, so the Mirror Lake Inn team created a new blog post on exactly that. We began by running ad campaigns targeting those specifically searching for jobs on Google and highlighted the benefits of working at the property to those who demonstrated interested in a new career on Facebook and Instagram.Īt the same time, we closely monitored the content people were engaging with on the website. So while hotel bookings were strong for Mirror Lake Inn, we turned our sights to helping them generate a higher volume of qualified job applicants. The new look for their packages pages not only tells a better story to guests about the offers, but it also serves as a template that can be used to create a new page for any new package offers the property wishes to promote over time.Ģ0 have been tough years for hiring. With more compelling structure, imagery and messaging, the pages displaying package details are now better suited to generating engagement and conversions as well as serving as more sustainable landing pages for campaigns around specific offers. In addition to generating strong results from these campaigns, we also redesigned the way the packages look and feel on the website. We launched Facebook Event promotion campaigns for two of their packages which generated enough traction to lead to sold out packages! So how did we drive more bookings for their packages? Facebook. Mirror Lake Inn has a host of packages available, from culinary school weekends to skiing with an Olympian (and not just any Olympian, but Andrew Weibrecht of the Weibrecht family who own and operate the resort).
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