Launching Into a Competitive Market
The Yorkshire Unicorn was opening in one of the most competitive industries imaginable: hospitality. With no existing reputation, no reviews, and established competitors with years of online presence, they needed a website that could compete from day one.
The challenge? Build credibility and drive direct bookings for a brand-new venue.
The Challenge
Starting a hospitality business without an online presence means facing some serious obstacles:
Zero Reputation
No TripAdvisor reviews, no Google presence, no word-of-mouth. The website had to build trust from scratch.
Third-Party Competition
Booking.com and similar platforms dominate search results. How do you convince guests to book direct?
Evolving Business
A new business changes direction as it grows. The website needed flexibility to adapt as plans developed.
Premium Positioning
The venue offers a distinctive experience. The website had to reflect that quality before visitors even arrived.
What I Built
The brand colours (dark greens and gold) gave us a strong foundation. Combined with bold typography and stunning photography from a local photographer, the site immediately positions The Yorkshire Unicorn as a premium destination.
Direct Booking Focus
Every design decision pushed visitors toward booking directly:
- Prominent call-to-action buttons: book direct, not through third parties
- Clear room showcases: carousels showing each room’s features
- Pricing transparency: no need to check Booking.com for rates
- Dog-friendly indicators: clear icons showing which rooms welcome pets
Easy Content Management
Using WordPress and Advanced Custom Fields, the team can manage everything themselves:
- Add new rooms: as they become available
- Update local attractions: showcase Skipton and the Dales
- Manage amenities: update what’s included as the offering evolves
- No developer needed: for day-to-day content changes
Social Proof Integration
To address the “no reviews” problem, I integrated a TripAdvisor widget that automatically displays reviews as they come in. As the business grows, so does the social proof, right on the homepage.
The Results
Direct Bookings
Guests booking through the website rather than third-party platforms, increasing profit per room.
Professional Presence
A website that positions them alongside established competitors, not below them.
Growing Reviews
TripAdvisor integration means social proof builds automatically as happy guests share their experiences.
Future-Proof Platform
As the business expands, the website can grow with it: new rooms, new features, no rebuild needed.
What the Client Says
“Steve is fantastic! He created a beautiful website for my skin clinic. The finished result looks extremely professional, slick and stylish. Steve couldn't have been more accommodating and helpful. He went out of his way to make sure my website was just as I wanted! Thank you.”
Key Takeaways
If you’re launching a hospitality business, your website needs to:
- Drive direct bookings: every booking through your site is more profitable than through third parties
- Build trust quickly: professional design and integrated reviews overcome the “new business” problem
- Be flexible: new businesses evolve, and your website should evolve with you
- Show, don’t tell: quality photography does more than any amount of text
The right website lets you compete with established players from day one.
