Getting visitors on our site and then converting them into paying customers is a goal we all focus on as web site owners. But for many companies, a bed and breakfast establishment for example, there is also a need for the customer to visit offline premises. Making this as easy as possible is therefore crucial.
Maps and directions are the obvious choice. But what else can we do to ensure clicks can find our bricks and mortar?
First off, we have to place our maps and directions somewhere obvious on our site, the Contact or About Us page, for instance, and then make sure they are well sign-posted throughout the site.
Once on the page, what should we be offering users?
Choice is the obvious answer. Try to cover all the bases by providing clear written instructions whether on-site visitors are arriving by car, train, plane, bus, bike or on foot from all four points of the compass. It’s desirable, too, to supply a printable version so that visitors can refer to the directions while in transit.
Maps are another essential tool. These can be graphics you create yourself or buy in, but online maps, as well as saving wheel re-invention, are much more interactive and typically include route planning and timings etc. Most sites implement them by placing a text hyperlink that opens a new window.
Be sure, however, to check thoroughly the timings and directions that the route planners produce, as they can sometimes be slightly wide of the mark. Start by putting in the postcode of the destination; this will normally reveal how accurate the directions are going to be. Next, check the route planning by entering a starting point you are familiar with and see whether the results are close to reality on the ground.
Zoom the map in and out until you find the best scale and then copy the URL that appears in the browser address bar. Some road map sites have a special link that supplies the URL of the map to add the link to your site.
The following road map and route planners are well worth checking out: Google Maps Streetmap.co.uk AA route planner RAC route planner Multimap.com Map24 UK Getmapping.com Mapquest.co.uk Take a close look at these and others and choose your favourite.
The vital component in all of this is the postcode of the final destination. Getting the postcode spot on will obviously have a huge impact on the accuracy of the mapping and directions. And visitors travelling to your site using satellite navigation will thank you too.
Indeed, flag up sat nav as a separate section on the page. Here, include the postcode, GPS co-ordinates, Longitude and Latitude. With this level of accuracy, it’s almost possible to allocate individual parking spaces.
If you don’t have access to a GPS system to obtain co-ordinates, try this postcode converter at nearby.org.uk. (Scroll to the foot of the page to see the co-ordinates . The default is the full results output which places related links topmost). Check the co-ordinates, when you finally find them, by comparing them to the accompanying street map links. Or perform a cross-check by entering the co-ordinates into mapquest.co.uk.
One more feature to think about including on this ‘X marks the spot’ page is Google Earth. This is a free Google software application that mashes together high-resolution aerial and satellite imagery, elevation terrain, road and street labels, business listings, maps and links. It is a virtual globe onto which businesses can add a free directory listing.
Around the Google Earth application has grown an online community who share and discuss placemarks, virtual map pins of places of interest. For our directions page, a Google Earth section could include not only co-ordinates of premises but for tourism-related companies, for example, placemark details of local attractions and sights.
