Hospitality website design that increases direct bookings

• Page speed 8.5 lost of 15
• Publishes a blog 8.3 lost of 10
• Mobile-friendly 5.2 lost of 15
• Links a social profile 2.7 lost of 10
• Analytics installed 2.5 lost of 5
• Schema markup 2.2 lost of 10
• Google reviews 1.5 lost of 15
• Meta description 0.7 lost of 5
• HTTPS 0.4 lost of 10
• Title tag 0.0 lost of 5

32 points of 100 left on the table. Track length is the check's weight, so a five-point check can never cost what a fifteen-point one does. Each check is averaged across the 24 markets, the same way the score itself is built, so these ten bars add back to the 68 above. The table at the foot of this section pools by sample size instead, which answers a different question and lands a little differently. Weights are on the methodology page.

• Independents (1,155 sites)
• Chains and franchises (387 sites)

• Links a social profile 65% vs 91%
• Has an H1 73% vs 96%
• Uses schema markup 73% vs 91%
• Loads over HTTPS 95% vs 99%
• Publishes a blog 17% vs 19%
• Homepage contact form 12% vs 6%

Scale runs 0 to 100%. Only the checks where both groups were measured the same way are comparable, so speed and the meta checks sit this one out.

• WordPress 17.8%
• Squarespace 3.2%
• Wix 2.1%
• Gatsby 2.1%
• Framer 1.8%
• Shopify 1.3%

A platform was identified on 36% of audited sites. The rest are hand-built or run something the fingerprinting misses, and a site can match more than one, so these do not sum to 100%.

1. Businesses sampled 3,350 100%
2. Had a website 2,652 79%
3. Homepage audited 1,542 46%
4. Speed-tested 1,258 38%

Of the sites that never made it into the audit, 318 would not load, 787 blocked me, and 5 turned out to be a social profile rather than a website. 387 of the businesses sampled are chain or franchise locations. Full method on the methodology page.