Jun 7, 2022

Hi, Alexis! I've put together a game plan for a website that can highlight the services you offer, catering more to hosts/homeowners than your current website. We will want to use sections and pieces from Vacasa & Guestable as structural inspiration.

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Goals & objectives

Cater a digital experience for those looking for short term rental property managers. I would suggest using a content management systems (CMS) to store city/state pages, housing pages, and resources. We will also include a scheduling feature/CTA for decision makers to get in touch with you.

Key Components of the Build

Site Structure (Home Owners & Hosts)

  • Home Page - I'd like to model this after I love everything above the 1st fold. CTA for estimated income. The home page should be eye catching, provide an overview of services, and pushes to next step in the funnel (selecting a state/city) For most organic and paid advertising we will send directly to our location page based on where they are searching
  • CMS Pages By State/City- We can make a CMS page for individual city's and states
  • CMS Page For Resources - We can design the site so you, us, or 3rd party content writer can easily add and update blog posts and resources
  • About Page - The about page will be catered more towards owners
  • Contact - General contact page with CTA (possibly a scheduling system)

Site Structure (General Public)

  • CMS Pages By State/City- We can make a CMS page for individual city's and states
  • CMS Pages By Home - This will have a listing for a home with the ability to schedule the home out.
  • CMS Pages For Resources - We can design the site so you, us, or a content writer can easily add and update blog posts and resources.
  • This portion of the site will be the secondary bonus for hosts we spoke about.

Micro Conversion (A resource or guide/free consult/etc.)

  • Remember the Yes Rule - Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes (which is especially challenging for high-involvement services) Below are some ways you can build micro-conversions without much effort in order for the first answer to be YES!
  • Some examples could be offering a free property management E-book, offering a free income estimate (similar to vacasa), or simply providing content that collects sign-ups.
  • Ideally, you would want to A/B test in order to determine the best micro-conversion offering. We can help develop out this strategy further, but we will build the site to encourage a goal or conversion.

Other Key Components

  • Image Optimization - Reducing the file size of your images as much as possible without sacrificing quality and putting in alt-text (helpful for SEO)
  • Lead Automation - We will have a viewer submit information (e.g. email) and that data will go through to a CRM (customer relationship management) or spreadsheet (e.g. automate marketing communications on sign up). More information on lead automation below.
  • SEO Focused - We will build the website after detailed keyword research (attached to our previous emails). We want to see what people are searching for in the industry. I provided some preliminary research in the email a couple months ago. If you need me to resend that, please let me know.
Part II - The Solution
The Solution

We will accomplish the above key components by developing pages that utilize several collections (locations, homes, and resources)

Content Management Systems (CMS)

CMS is typically used for enterprise content management and web content management. CMS will be used for controlling location pages, homes, and a resource center. We want to be able to update this content seamlessly and easily edit after launch. The CMS will allow us to do that. I would design a webpage one time that gets populated dynamically by a database. This is so important because we want to be able to target certain search queries with specific webpages. The only way to do this in an SEO friendly and cost/time effective way is through a CMS.

For example, we would want two different webpages for the search queries "Arizona Short Term Rental Laws" and "How To Maximize Air BnB Profit" . It would be extremely difficult to rank one page (e.g. your home page) for both of those keywords.

For more information on CMS please view the section of this page labeled "Dynamic Content For a Dynamic World"

Tracking For Strong Analytics To Improve ROI

Development Includes the Following Integrations

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using a CRM (e.g. HubSpot) , but we can also build an integration that is compatible with a spreadsheet or possibly your current CRM. You can automate this for conversions and scheduling. Once they are in our CRM we can automate email & SMS strategy. You are able to automate marketing efforts such as sending a welcome email, a newsletter, or an automated reminders. This is where we can use automation to save thousands of hours in time.

Investment overview
Custom/Lead Generation
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
July 15, 2022
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you for allowing me to map out this plan. Super excited to hear your thoughts on this. Feel free to reach out if you have any questions. Thanks again, Alexis