How to sell more tours through website photos and design

Your website serves as more than just an online brochure for your tour and activity business — it’s your primary sales tool. To stand out and attract the right audience, you must effectively showcase what you have to offer. 

One of the most powerful ways to do this is through the strategic use of photos. High-quality images can help potential customers envision the experiences you provide, drive bookings, and ultimately boost your revenue. 

If you’re looking for a website provider that specializes in tours and experiences, look no further than FareHarbor Sites. Design and optimizing your conversion rate is fundamental to our website services. Every site is tailored to reflect each operator’s unique identity. With options for seasonal or multi-location configurations, your website is crafted to maximize engagement and drive conversions, whatever your business model.

In this article, we’ll explore the kinds of photos that tour, and activity operators should use on their websites to attract the right audience and grow their business.

Photos of customers enjoying themselves on your tour 

The saying, “A picture is worth a thousand words,” couldn’t be truer when it comes to showcasing your tours and activities. Photos of people genuinely enjoying themselves during the experience are invaluable. 

These images capture the essence of what you offer — joy, excitement, and adventure. They show potential customers what to expect by sharing candid shots of participants laughing, smiling, and having fun.

Pro Tip: Be sure to show a representation of your target audience in the photos. If you offer family-friendly farm tours, show families. Or if you run a wine tour, show people 21 and over.

These photos should be in prominent places on your website including your tour and activity descriptions and home page. They provide reassurance and create a sense of anticipation for your potential customers. 

Don’t forget to also include shots featuring your tour guides and staff interacting with guests. This personal touch can make all the difference in building trust and encouraging bookings.

Scenery and location shots 

Beautiful nature scenic landscape Phang-Nga bay with wooden boat moored on pier waiting traveler, Water travel adventure Phuket Thailand, Tourism destination scenery Asia, Summer holiday vacation trip

For operators whose tours or activities involve stunning scenery or unique locations, it’s essential to show off these picturesque settings. Even indoor operators, such as ax throwing or escape rooms, can utilize photos of their unique and immersive environments. 

This is where you can get creative, using high-quality photos with edits and filters to add that extra wow factor.

Feature these images on your homepage, about us page and even on your social media! They help your business tell a story, creating a compelling first impression and setting the tone for your brand. 

Pro Tip: Location photography works best when you want to let customers know of what’s in store for them. But use it sparingly because you don’t want to give away all your secrets up front! 

Pictures of unique aspects of your experience

To stand out from your competition, showcase photos of your most distinctive parts of your tour or activity.   Whether it’s an up-close encounter with an animal at your zoo, the vibrant colors of flowers on a hiking trip, mouthwatering dishes from a food tasting, or the marine life you can see on a snorkeling excursion — these details will make your customers really excited to book with you.

These shots not only showcase what makes your business unique but also provide potential customers with a deeper understanding of the experience they can expect. Don’t be afraid to highlight anything that sets you apart, no matter how small it may seem. It’s the tiny details that often make the biggest impact.

Equipment or gear photos

For operators who provide rental equipment or guided tours that involve gear, consider sharing images of this equipment publicly. It builds trust with potential customers and demonstrates your commitment to safety and quality. Showcasing well-maintained and modern gear can reassure people that they’re making the right choice by booking with you.

Highlight the variety and condition of the equipment you offer. You can also add captions or brief descriptions to explain how each piece contributes to the overall experience. These gear shots can be included on relevant pages like equipment rental sections or tour descriptions to give customers a complete picture of what’s in store for them.

In the driven world of tour and activity business, captivating photos are your secret weapon for attracting the right audience and making money. By strategically incorporating images of people enjoying your experiences, showcasing stunning scenery, and capturing unique details, your website will inspire potential customers and build trust. Make the most of this visual storytelling tool to showcase what makes your business exciting and it will become an effective sales tool. 

Sourcing photos for your website

Tourist Boat Navigating On Murky Amazonian Water In Cuyabeno Wildlife Reserve

High-quality visuals are key, but not every business has the resources to hire professional photographers. Thankfully, there are numerous platforms where you can find stunning photos to complement your website:

• Unsplash: Offers a vast library of free, high-quality images for commercial use.
• Adobe Stock: A paid option with professional-grade images and videos.
• Pexels: Another free source for high-resolution images that align with your brand.
• Canva: Known for design tools, Canva also has an extensive stock photo library.

While these platforms are excellent for supplementing your website, prioritize original images that represent your business whenever possible. Customers trust authenticity, and showcasing your unique tours and activities is always more effective than using generic visuals.

Pro Tip: If using stock photos, select ones that reflect your target demographic, the activities you offer, and the mood or vibe of your brand.