Partner Article

Creating dynamic content for your website

We’ve been parking cars at Heathrow and other UK airports for over 20 years and consider ourselves experts in our sector but we’ve faced a challenge over the past couple of years. How do you create content for your website that’s inspiring, compelling, visual and, most importantly, genuinely useful to our customers?What we did was fairly simple but hugely effective. Together with our call centre, our drivers and our SEO agency Propellernet we defined and researched all of the different types of people that use our services. Families going on holiday book airport parking with us so we looked at what issues they may face when travelling to the airport. They tend to be carrying a lot of luggage plus buggies and their children and, as a result, can take longer to get to the airport than most. This means that the start of their holiday is often a stressful time but how could we help them further when they book with us? We went a step further and delved into various parent forums online to see the kind of questions mums and dads were asking before they went on holiday. Questions like ‘what are the regulations with taking food and drink through security?’ We then created content to answer these questions including a guide to Heathrow security and a full family travel guide looking at what to pack, researching and booking a holiday, getting to the airport and what to do at the airport. We’ve done this for our other customers too, a guide to golf baggage allowances for golfers wanting to take their clubs on holiday with them and a ski baggage fees table for people going on a ski holiday. This may seem time consuming but our efforts have been well worth it with as we’ve seen big increases in traffic to our website, better conversion results and increased overall revenue.

This was posted in Bdaily's Members' News section by Purple Parking .