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Message L PBY SEMANTICDigital Survival GuideTips, Tools & AI Advice for Attractions

At Semantic, we’ve been at the forefront of several large online shiftssince we started working with attractions back in 1999. 01

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It’s the beginning of the Digital Age, and things are changing quickly.In the early days of Semantic, websites were simply brochures, just basic pages to showcase your offering. Now they are mobile-first engines that should be able to extend and enhance your guest experience.0319992000's2010's

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To thrive you need to think bigger and elevate your online presence. 05It’s no longer enough to just be online -your website needs to stand out, empower your team and support guestsat every stage of their experience.Your website is your digital shop window, a guest’s first experience of your brand, and the consistent touchpointthroughout their journey.What level are you?

Static / BrochureTransactionalMobile-firstExperientialAILevel1Level2Level3Level4Level5“It assists & adapts intelligently”“It supports the whole visit”“It works great on phones”“You can buy tickets online”“We have a website”06

07We firmly believe that technology should be an enabler. It shouldhelp empower your team to showcase your value proposition and tellyour story. Ideally it would even be fast and fun for them to update.Technology should help to delight your guests andbring your experience to life. It should help move youforward and keep pace with your marketing andoverall strategy.Hopefully your systems can deliver this and helpyour team experiment with new ideas and initiatives online. Your website should be the fastest and easiest to update,test and see results.

08Your website should be an enablerFastest way to try new ideasThe hub for all your marketing / commsA place to streamline ops A way of enhancing guest experience Enjoyable & empowering for your team

09All online activity should fall into one of these areas...NurtureEasy to find, attracting newtraffic, strong SEO and relevanttargeted landing pages.InspireAccessible compelling contentto showcase your valueproposition and information.

10ConvertClear call-to-actionsthroughout, clear pricing, easybooking/payment & feedback.EngageCapturing data, relationshipbuilding pre/post visit commsand membership programmes.... and your website should help with all of them...

Complete our quick scorecard to find initial priorities that you could focuson with your team. Not sure where to start? Get in touch and we can help.Website scorecardValue PropositionHow well do you understand your target audience?How effectively is this shown online?1 2 3 4 5Low / not sure HighQualityHow well is your attraction presented? Do you geta great first impression with high quality content?VisibilityHow often does your site show up in searchresults or relevant ads? How easy are you to find?Technical performance & reliabilityIs your site fast, reliable and secure?Navigation and ease-of-useIs the navigation clear, fast and how easy is it tofind key visitor information, products and prices?

1 2 3 4 5Low / not sure HighBooking journeyIs the online journey clear, easy to use andoptimised to maximise revenue?PerformanceAre traffic levels, engagement and key revenuemetrics increasing to help grow your attraction?Team efficiencyHow easy is it to update, change and test ideas?Team engagementHow engaged are the wider team with the website?How did you do? Scores over 50 are great! Over 45 would put you in thetop 10% of clients. Under 45 and you’ve probably got some areas tofocus on, and under 30 probably needs a wider overhaul!Data & PerformanceDo you have comprehensive dashboards, reportsand accurate data to make decisions from?Value for moneyAre you getting a steady stream of newdevelopment, features and enhancements to keepyour website moving forward?

13You can assess pages, user journeys and key site elements with theLIFT model. It’s a great framework to use to help bring structure tothose management meetings that can sometimes go around in circles. Make sure that your unique valueproposition is super clear It all starts with your Value Proposition... Improve the clarity and relevanceof your value proposition to specificaudience(s) to improve conversionTry to remove any elements orcontent which causes anxiety ordistractions.Add urgency to give the messaginga further boost.

14Based on The Lift Model by Chris Goward - https://conversion.com/framework/the-lift-model/RELEVANCECLARITYDISTRACTIONSANXIETYURGENCYVALUE PROPOSITION

15Inspired by the Business Model Canvas, by Strategyzer, we created amodel that was focused on websites. We recommend for you tocomplete two copies - one for NOW, one for where you WANT to be.Download a high resolution (perfect for digital whiteboards) or completed example at: loop.semantic.co.uk/website-optimisation-canvas

Start here... VISITOR EXPERIENCEValue PropositionContent & Attraction ShowcaseVision & Impact

ACQUISITIONTarget AudiencesMarketing ChannelsPaid Media, PPC & SEOCampaignsKey Roles & Partnerships

PERFORMANCEKey Products & Revenue driversTechnical CapabilitiesCustomer Journeys & UXOngoing EngagementReporting & Ongoing Optimisation

19Weekly Mobile Website ReviewAdd a 15 minute weekly team session to your diary tospecifically go through your key pages on your mobilephones. Even better with coffee or brunch!Monthly Mobile Deep DiveEvery month, bring in the wider team to go throughkey customer journeys from start to finish. Use theLIFT model and try to think like a customer to identifyand improve anything that’s unclear.5 second testIs it fast to load, easy to understand your valueproposition and clear how to find out more.Remember to try top landing pages too, as guests canenter the site from anywhere.

20Squint testNot sure about contrast / text sizes?Slightly squint, and if you can’t read the textor elements then the contrast needsimproving.AI AuditsTrain ChatGPT (or similar) with your FAQS orkey content, then ask it to review key pagesfor improvements. You can give it specificfocuses and even add links to competitors -try the ‘Deep Research’ mode.Surveys, User Testing & HeatmapsThese provide great nuggets and insights,plus with AI, it’s easier than ever to analysethe results. Use heatmaps/surveys to gatherdata and ask reasons that a user didn’t bookto unlock things you might have missed.

Semantic is an agency with over 25 years' experience building attractionwebsites. We've worked with leading attraction brands in the UK andworldwide since 1999 and have now created a platform tailor-made forthe sector called LOOP.21the growth agency for attractionssemanticsemantic.digital or loop.semantic.digitalL P

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Ready to level-up your attraction?