It might sound like a broken record when we say that your destination marketing organization (DMO) website is often the first impression you get to make ... but our design experts firmly believe that eye-catching first impressions matter most.
As the digital front door that welcomes potential visitors, your site should showcase an accurate glimpse into the unique experiences your destination offers. A thoughtful, strategic website design drives engagement, boosts conversions, and improves your search engine performance — so ask yourself, is your site spinning smoothly or has it lost its groove?
Investing in design is investing in your destination's success. Here are our creative service experts’ top four non-negotiables when it comes to web design that positively impacts visitor engagement.
1. It should be easy to explore
A positive user experience (UX) is rooted in simplicity. When visitors can navigate your site intuitively, they are more likely to stay, explore, and convert. Your design should anticipate their needs with clear calls-to-action (CTAs) and well-organized content.
Focus on common wayfinding patterns that make exploration effortless. This includes organizing primary navigation around top tasks like:
- Things to do
- Events and attractions
- Places to stay
- Local eats and shopping
Features like persistent search bars, sticky CTAs for booking or newsletter sign-ups, and clean card-style grids help users find what they need without friction. A well-structured mega menu can also guide visitors deeper into your site, showcasing the breadth of your destination's offerings.
2. Accessibility is non-negotiable
An inclusive website welcomes everyone. Designing an accessibility-forward navigation is both a legal requirement under guidelines like the ADA and WCAG, and also the right thing to do. An accessible site ensures users with disabilities can navigate, understand, and interact with your content — expanding your audience and reflecting your destination's commitment to inclusivity.
Proactively auditing your site for accessibility is a crucial first step. Tools made by partners like AudioEye can help you identify and resolve issues while providing ongoing monitoring to maintain compliance.
3. Mobile-first is a must
Travel planning starts with the scroll. With a majority of users relying on their smartphones to research destinations and book trips, a mobile-first design strategy is essential. This approach prioritizes the mobile experience, ensuring your site is fast, functional, and easy to use on smaller screens.
Best practices for responsive design include thumb-friendly CTAs, optimized images that load quickly, and simplified forms for easy completion. By focusing on performance and usability for mobile users, you cater to the largest segment of your audience.
4. SEO starts with smart design
Your website's design and technical structure are the foundation of your search engine optimization (SEO) strategy. Search engines favor sites that provide a great user experience, which includes logical information architecture, fast page load speeds, and a clear content hierarchy.
Integrating technical elements during the design phase can significantly boost your visibility. This includes interactive maps that help with wayfinding, schema markup that tells search engines what your content is about, and optimized metadata that improves click-through rates from search results. A well-designed site is a search-engine-friendly site.
Real results
Effective design delivers tangible outcomes. The Visit Eau Claire website redesign, for example, transformed the user experience with a clean, modern layout and intuitive navigation, making it easier for visitors to discover the destination's indie spirit. Similarly, the Visit Las Vegas site highlights unique "Only Vegas" experiences, engaging users with dynamic content that drives exploration beyond the strip.
If it's time for a design audit or a complete refresh, our Creative Services team is here to help. Let's work together to create a beautiful, functional, and engaging website that turns lookers into bookers.
