Make discounts and offers more attractive

The cost of living crisis really took hold in 2022, particularly in the second half of the year, with many people finding themselves with less money and looking for ways to stretch their budgets further. We’ve seen this have an effect on many different businesses, both in terms of website traffic and revenue.

By the end of 2022, many of our clients saw a substantial increase in searches and clicks for their brand name + ‘offers’, ‘discounts’ and more.

In this environment, it's important for businesses to adjust and focus their content to meet the needs of cost-conscious customers.

But how can this be achieved? We'll take a look at:

• Showing how users can save money
• Optimisising for money-saving related terms
• Emphasising the long-term value of your products and services

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Show all the ways users can save money

One of the most effective ways to appeal to those saving money at every opportunity is to really emphasise the value that your products or services have. This could mean making more of an effort in highlighting discounts, promotions, or special deals. Do you highlight any promotions on your Google Business Account? Social media?

Even if you’re not running any new promotions, you’ll likely have ways in which a potential customer could save money.

You can simply ‘re-package’ and highlight ways in which people can do this. For example, group discounts, buying online as opposed to on-the-door, or perhaps cheaper times to visit. It’s all relevant.

All of this information should be on your main ‘offers and discounts’ page, of which many visitor attractions should have. Don’t make people have to sign up to a newsletter to get this information.

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Optimising for money-saving related search terms 

In order to attract those cost-conscious customers, it's important to optimise your content (and other marketing materials) for keywords related to value, affordability, and cost-saving.

As we previously mentioned, at the tail end of 2022, we saw many clients have a notable increase in searches and clicks for ‘discount/offers’ search terms. This tells us that users are looking for ways to save money more than ever before. They want to visit these attractions, but they want to save money in doing so.

Check your Search Console data and see what pages on your site are those searches and clicks leading to. Assess these pages (this will likely be your ‘Offers & Discounts’ page) and look for ways to optimise that content and make very clear how people can save money. Include those money-saving keywords!

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Emphasise the long-term value of your products or services

You’ve highlighted the ways in which people can save money in the short term, but what about emphasising the long-term value of your products or services?

For a visitor attraction business, this could be something as simple as a yearly membership ticket. Get creative in how you could illustrate these savings. For one cost, how much would a User save if they visited your attraction once a month?

Highlighting the value in an imaginative way can really help make the user see that they really can save money in the long term and will only help in enhancing the theme of a page focused on discounts and saving money.