5 website mistakes that are costing you bookings

In today’s digital-first world, your website can either make you — or break your business. Your website is your storefront, sales team, and booking engine all rolled into one. And in a world where 75% of Travel & Tourism revenue is expected to come from online sales by 2029 (Statista), it’s never been more important to get it right.

Top operators know this. And that’s why they’re investing in websites that are fast, mobile-friendly, and built to convert. 

So the question is: Is your site helping or hurting your business?

Here are five common website mistakes that may be costing you bookings — and what leading operators are doing instead to stay ahead.

Mistake #1: Slow load times

The problem: 53% of users will abandon a website if it takes more than 3 seconds to load. (Google). That’s more than half of your potential customers gone before they even see what you offer.

The fix: Speed isn’t just about convenience, it’s a competitive edge. Google ranks faster websites higher on their search results, meaning better visibility and increased conversions.

Leading operators are upgrading to high-performance hosting platforms like WordPress VIP through FareHarbor Sites, ensuring lightning-fast load times that boost both SEO and overall customer satisfaction.

Mistake #2: Poor mobile experience

The problem: Over 50% of bookings made through FareHarbor happen on mobile devices. If your website isn’t mobile-optimized, you’re potentially losing half of your bookings.

The fix: Make it seamless. Mobile users shouldn’t have to pinch, zoom, or hunt for buttons — your site should just work. Responsive layouts, easy navigation, and click-to-book functionality are the standard for high-performing operators.

FareHarbor websites are designed mobile-first, ensuring your customers can browse and book quickly — no matter what device they’re using.

Mistake #3: No SEO-focused strategy

The problem: If customers can’t find your website in a Google search, they won’t be able to book. Operators who ignore SEO can lose out to competitors who prioritize theirs.

The fix: Top-ranking operators are investing in SEO whether that means targeting high-intent keywords, optimizing site speed and structure, or creating locally relevant content. They’re getting more traffic, more clicks, and ultimately more bookings.

FareHarbor websites are built with SEO best practices baked in, so you’re not starting from scratch.

Pro tip:Want to boost your SEO even more? FareHarbor Sites SEO Silver and Gold Add-Ons offer annual SEO audits and implementation, customized reporting, dedicated specialists, and more to help take your rankings to the next level.

Mistake #4: A complicated path to purchase

The problem: Hard-to-find “Book Now” buttons, confusing menus, and too many clicks to purchase can cause customers to abandon their bookings.

The fix: Top operators streamline their booking experience with clear CTAs, simplified layouts, and intuitive user journeys. Because fewer clicks = more bookings.

FareHarbor Sites integrate booking buttons directly into item pages, calendars, and availability grids — making the booking process effortless from start to finish. In fact, operators who switch to a FareHarbor-powered site see an average 9.2% increase in conversion rate.

Mistake #5: Missing proof your site is safe and reliable

The problem: Would you book a tour on a suspicious, outdated, unsecure website? Neither will your customers.

80% of users say trustworthiness is a key factor in whether they stay on a site. (Princeton)

The fix: Successful operators build trust and safeguard their business through visible customer reviews, SSL certification, and ComplianZ. 

FareHarbor Sites make this easy, with customizable review sections, built-in security protocols, and tools to help you stay compliant — so your customers feel confident every step of the way.

Ready to level up your website?

Top operators aren’t leaving their success to chance. They’re choosing FareHarbor Sites for fast, mobile-first, SEO-optimized websites that convert more and simplify operations. Learn more here.