Semantic, a company that designs and optimises websites for visitor attractions worldwide, has announced the launch of its new LOOP Website Optimisation Framework and Scorecard.
The digital agency has created the LOOP platform to help attractions quickly develop a new online presence or enhance their current performance. With LOOP, it is possible to get a fresh, optimised website in a matter of days, as opposed to months. In addition, the platform makes rebuilding a website smooth, quick, and easy.
The new LOOP Website Optimisation Framework and Scorecard has been designed to help organisations gain focus, identify any gaps, and help communicate their vision to the wider team at the attraction.
It is available as a free pdf download here.
Developing online strategies
Semantic has been working with leading attractions, museums, zoos and theme parks in the UK for 25 years. It has found that many visitor attractions are losing money because they do not have a quick, dependable, and optimised website. In addition to offering a complicated and clumsy user experience for visitors, the administrative experience for marketers is often also slow and laborious.
The firm has created the LOOP Website Optimisation Framework and Scorecard to help attractions, zoos, theme parks, museums and tourism brands identify the gaps in their online strategy. It has been inspired by the business model canvas and includes several key tools: a website scorecard, The LIFT Model for structuring any critical analysis, the top five things to check each month, and the website optimisation canvas.
This resource offers an ideal opportunity to involve the wider team in website planning. It has been designed to print out at A3 so that teams can work through the focus areas together. In addition, it can be shared on a digital whiteboard, like Miro, to engage the attraction’s stakeholders.
Semantic recommends that attractions start by filling in the scorecard section. This straightforward tool will help the team to identify any immediate gaps. The optimisation canvas will then help to inform the venue’s understanding of both its current position and shape ideas about where it wants to be.
The optimisation canvas asks attractions to consider 13 key aspects of its website. These include (among others) the value proposition, which might include a fun day out with the kids or a weather guarantee; content and attractions showcase, for example, drone footage or a school trips area; and its vision and impact, for example, to inspire children to learn about the natural world or to be a leader in sustainable tourism.
Together, these tools can help attractions to identify gaps and figure out where to start in working towards their long-term vision.
Neil Lewin, MD, Semantic, shares: “We’re aware that websites need to do so much for your team and visitors. Gone are the days when a simple brochure site is enough. Customers expect sites to be fast, easy to use and constantly updated.
“The sheer amount of work needed on modern websites can be overwhelming, so we wanted to create our LOOP Optimisation Canvas as a tool to help focus your team, and help you make progress towards what’s important to drive visitors, revenue and engagement with your brand.”
Semantic recently shared its insights on digital resilience. The digital agency reflected on the ongoing impact of COVID-19, and how attraction websites can be powerful tools to help navigate an uncertain landscape.
