Just recently we have welcomed the Great Escape Charter Company as a new OM4 client.

I enjoy working with all our clients, but I have to admit that the images that come from the Kimberley region of Western Australia never fail to blow me away.

Great Escape are a luxury cruise operator. If you haven’t seen the itinerary for cruises in this region, I suggest you check out two in particular:

• Great Escape’s Kimberley Cruises
• Great Escape’s Rowley Shoals Cruise and Dive Tours

I see these cruises and want to go on them!

For a tour operator like this, the website is a powerful tool for generating leads. And the way the website is structured has a powerful influence on how many website visitors convert to leads.

One of the most important elements of a lead generation website is that it needs to be very easy for someone to get in touch with you when they want to. You might think it is very easy to find the Contact page and fill out the contact form – but do your visitors see it the same way?

I’m in favour of making the enquiry form on a lead generation website very easy to find. Sometimes even to the point of having a few different options on the same page. Some people worry that duplicating contact options on a page might look odd to some visitors. Me, I worry that visitors might not find it easy enough.

Sometimes I think the mere presence of an enquiry form triggers the thought in the visitor’s mind – yes, now you mention it, I do want to ask about that cruise! Difficult to prove that is what is causing it, but I have seen that the more you present enquiry forms, the more enquiries you get.

With 5 active clients in the Kimberley now, I’m going to have to get my act together and head up there again. I was last in Broome back in 2000, when the Olympic torch relay went through town. And that is nearly a decade ago now, way too long between visits.