Experience Gusto led research, design, and development for the Embassy Suites by Hilton in Bloomington, Minnesota’s wedding event website. The website offers information via a more personal alternative to the corporate website.
Event leadership at Embassy Suites were experiencing frustration with the limited capabilities of their location’s page on the corporate website. While there was information on weddings available, the website was mapped in a way to encourage guests to book hotel rooms, which is a secondary goal for wedding specialists.
Wedding option details was a text link to a PDF brochure, which could only be updated by staff sending updates to IT and waiting – and sometimes waiting some more. The encouraged way to receive more information on wedding services was to complete a Request for Proposal (RFP), a processes usually reserved for business practices.
There’s just something about an RFP that doesn’t say romantic wedding.
Due to the scope of the anticipated website development, we wanted to keep things as simple as possible. Through strategy sessions and analytics reviews, we landed on four priorities for content strategy on the homepage: attractive venue, price point for everyone, customer service, and we care.
After determining these priorities, we moved into user journeys. It was important for all paths to lead to contacting the sales team. Through the website layout, we wanted to guide users to information they may be searching for in a preliminary wedding venue query. This content included wedding packages, image galleries, accommodation lists, and ways to contact a representative for more information.
We customized a theme for the CMS website to have a contemporary weddings “look and feel” while working within Embassy Suites corporate brand standards. WordPress was chosen as the platform, as it allows for staff to easily update their content without having to reach out to an agency or IT department.
And we think it looks great on mobile!
The investment in research and discovery on this project resulting in valuable insights into actions and motives of the Embassy Suites audiences. The design crafted as a result supported those actions and guides users along their journey with relevant features and content. By connecting analytics to esthetics, we built a website with goals of success from the beginning. Since launch, the website has improved metrics related to mobile traffic, including a coveted first page Google search result for local weddings and 25% increase in sales leads online providing year-over-year sales revenue.