Start by visiting tour websites. Visit as many as you can, until you go crosseyed!

The more you visit, the better you’ll start to understand the visual language of tour companies. Find three tour websites that you’re inspired by. They might be in your sector, or not.

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Note what you like about them.

Start dissecting the design and user experience elements. Look at fonts (ypography), color scheme, simplicity, wording, ease of use, loads fast, readable, works on mobile phone, etc.

Now find (or choose) one site that you like and is directly applicable to your part of the industry.

This website is your muse! Remember, your tour product should be unique, distinct, stand out in an extra-special way. But your website needs to play the game that other sites play, to make sure your user doesn’t get frustrated trying to learn a new “language” while browsing your site. The experience should roughly be the same as other industry sites.

Why are you drawn to this website? Let’s go through the elements of good website design.

First impressions: do you feel like it is well-designed? Describe what you like about it, so you can understand what you need to accomplish with your site.

Think about all the aspects of the design:

Do you like the fonts, and are there only one or two used? Is the font size readable?

Does everything feel clean, and nicely spaced/formatted?

Is there a primary color scheme of one or two colors?

Did the site load quickly?

Is the home page a “snackpack” (short and snappy sections, not too much text?

Are the photographs well-done, and feel specific to the tour company? Does it scream “stock photography” or are there real people in the images?

Is it simple to navigate? Is the menu easy to find, and understand what your choices are? What kind of options are listed on the top menu (or the pull-out “=” menu on your phone, known as a hamburger menu)?

Is there a “hero image” or video, that welcomes you to the site?