About the Client
House by the Lake (HBL) is a premier hotel business located near the scenic Indian Lake in the Columbus, Ohio area. The hotel offers a tranquil getaway and aims to attract both short-term visitors and long-term rental customers looking for extended stays.
- Industry: Hospitality / Hotel
- Location: Indian Lake, Ohio, USA
Challenges
In September 2023, House by the Lake was a promising venture with a significant handicap: it had no digital presence. The client needed to build an entire online business from the ground up to generate leads, build brand awareness, and secure bookings. The core challenges were:
- Complete Digital Invisibility: The hotel did not have a website, social media profiles, or a listing on Google Maps, making it undiscoverable to potential guests searching online.
- No Direct Booking Channel: Without an online booking system, the business was unable to process reservations efficiently, relying on manual methods or being completely inaccessible.
- Lack of Marketing Strategy: There was no plan for promotion, lead generation, or brand awareness, leaving the business vulnerable to being overlooked in a competitive market.
No Performance Metrics: Without analytical tools, the business had no way to track performance, und
The Solution
A comprehensive, 360-degree digital foundation and marketing engine was built from scratch. The strategy focused on creating a robust technical infrastructure and launching a multi-channel marketing plan to drive immediate brand awareness and generate a steady stream of bookings.
- Digital Infrastructure & Online Booking System
A modern, high-performance website was developed to serve as the central hub for all business operations.
- Full-Featured Booking Engine: A complete online booking system was created, featuring user registration, a dynamic reservation calendar, secure billing and payment processing, and customer support functionality.
- Third-Party Integration: The system was seamlessly integrated with platforms like Airbnb, allowing for synchronized calendars to prevent double bookings and manage listings across multiple channels.
- Advanced Functionality: The website was equipped with features to enhance the customer experience and marketing efforts, including coupon systems and direct messaging capabilities.
- 2. Local SEO & Visibility
An aggressive local SEO strategy was implemented to put HBL on the map—literally.
- Google Business Profile Setup: The business was set up and fully optimized on Google Maps and Google Business Profile, making it instantly visible to users searching for accommodations in the Indian Lake area.
- Technical & On-Page SEO: The website was registered with Google Search Console and optimized with local keywords (e.g., “hotel near Indian Lake”). Schema markup was implemented to enhance search engine results.
- Analytics & Tracking: Google Analytics and other tracking tools were set up to monitor website traffic, user behavior, and conversion events, providing critical data for ongoing optimization.
- Social Media Marketing & Sales Funnel
A dynamic social media presence was established across Facebook, Instagram, and TikTok to build a community and drive traffic.
- Marketing & Sales Funnel Strategy: A complete sales funnel was designed to guide potential customers from awareness (seeing a social media post) to conversion (making a booking on the website).
- Professional Content Creation: A content strategy was executed, featuring professional-grade photos and videos showcasing the hotel, its amenities, and the beautiful lakeside location to attract and engage the target audience.
Platform Optimization: Social media accounts were fully set up and managed, including the integration of tools like the Facebook Pixel to track ad performance and conversions.
The Results
The from-the-ground-up digital strategy produced immediate and exceptional results, transforming an unknown hotel into a highly visible and sought-after destination.
- Massive Social Media Engagement: The targeted content strategy generated over 30,899 Instagram profile visits, reflecting a 134.9% increase in engagement and successfully building a strong brand presence from scratch.
- Explosive Growth in Direct Bookings: The new website and integrated booking engine drove a 500% increase in direct bookings, establishing a primary, commission-free revenue channel for the business.
- Dominant Local Search Visibility: The focused local SEO efforts secured a #1 ranking on Google Maps for key search terms, making HBL the top choice for travelers searching for accommodations in the area.
Surge in Qualified Traffic: The combined marketing efforts resulted in over a 1000% increase in qualified website traffic, filling the sales funnel with high-intent potential guests.
