Here’s a surprising statistic: according to a study by Google, 55% of small businesses don’t have a website. That means they’re missing a huge opportunity to grab a customer’s attention and influence their purchasing decisions. Entertainment businesses such as bowling alleys, movie theaters, miniature golf, family fun centers and arcades should prioritize creating or updating their websites in order to increase exposure, sales and referrals.
Mobile devices (especially smartphones) are the place consumers go to find information about businesses and entertainment options when they are on the go or need to make a quick decision. A study by xAd explains that consumers spend 64% of their online time on their phones. Pew Research Center further points out that those with the most elevated levels of smartphone use for internet access include young adults, low-income households, and non-whites. This makes having a mobile strategy essential for small entertainment businesses that want to reach millennials and diverse, frugal families.
But there’s a better reason. Google’s mobile-friendly update rewards those with a responsive or mobile-friendly site, and penalizes those who are slow to change. A responsive website responds or adapts to the screen size of the device you’re using, ensuring a positive browsing experience for all users regardless of the device you’re on.
When it comes to recreation and entertainment decisions, many are made on-the-go as well. Think about the busy moms planning activities for their children, or the active teenagers figuring out how to spend their time after school or during their summer and holiday breaks. Your business needs to be accessible and offer information for every scenario that your customer may be in when deciding how to spend their free time.
This means that entertainment businesses wanting to reach larger audiences — and not miss out on opportunities — must invest in creating a responsive website in order to capture all of those on-the-go searches.
Give the Audience What They Need – Information
Another quick way to lose a potential customer is with a poorly designed website. Website Magazine explains that users are only on your site for about 10-20 seconds before they decide to click away – giving you little time to keep their attention. This is why it’s so important to provide the information they need and want in a clear, easy-to-find and engaging way.
Some of the most essential pieces of information to include on your website are:
- Address and directions
- Information about multiple locations
- Active phone numbers (with click to call functionality for mobile)
- Hours and days of operation (including holiday hours)
- An event calendar (that is updated regularly)
- Promotions, offers, and/or loyalty programs
- Menus, activity lists, schedules, pricing, etc.
- Types of payments accepted (cash only, credit cards, checks, etc.)
- Details that explain if you are kid-friendly, what the atmosphere is like (i.e. dress code, age restrictions, carding policies, etc.), if you serve alcohol or food, and the ability to host a private party
Keep in mind that having the essentials shouldn’t be the only items. Include visuals like a mobile friendly photo gallery, or additional visuals of your business. It should be consistent with your brand and match the perspective that you want associated with your establishment.
Social Media & Branding Impacts
Social media and viral marketing have come to dominate the advertising sphere. Adweek states that 71% of consumers are more likely to purchase an item based on a social media referral, such as a post shared on Facebook. Your entertainment business can capture an audience’s attention via Facebook, Twitter, Instagram, or Yelp by creating social media-specific offers, publicizing special events, responding to reviews, and sharing photos and videos. Social media is also a great way to encourage your followers to engage with your business, and you can offer incentives to them if they do so. A great example could be offering a discount for a check-in to your establishment on social media. This type of engagement shows in your social media feed as well as theirs, furthering the reach for your business. You can also utilize these social media platforms to drive more traffic back to your website for customers looking for additional information.
Your potential customers are going to be looking for you online regardless of whether you have a web presence or not. That’s why consistent branding both off and online is essential. For example, let’s look at Regal Cinemas. From their typeface to their color scheme, their branding is unmistakable and consistent. This is also true for their website and social media platforms. Everything is integrated to create a uniform customer experience regardless of how you’re interacting with the brand.
Start Improving Your Website Today
The lack of a website for your entertainment business has a direct impact on how you reach consumers.
A website is one of the most important tools to have as a business owner, as it helps customers find your business. It also helps potential customers on how they perceive your business, and ultimately help them make the decision of coming to your establishment.
Ask yourself what your visitors are trying to accomplish by visiting your site? Are they looking for directions? Do they need to make a reservation? View your event calendar? Are they primarily viewing on a mobile device?
Knowing the answers to these questions will allow you to better develop your website with the needs of your viewers. And when your site caters to the viewers, you create a positive experience around your brand and your business, and have happy customers!