The design team took inspiration from The Lowell’s beautifully curated neutral interiors, letting a crisp layout speak to the quiet sophistication of the hotel. Each room type highlights a floor plan and outlines the special features of each type in a compact, easy to navigate design. The improved layout on mobile engages users with better call-to-actions and a more defined path to purchase.
Keyword ranking has improved, given extensive on-page SEO tactics, meta tag optimisation and internal linking. The Lowell hotel’s visibility has increased elsewhere online with a focus on local citation building and optimising Google My Business profiles for both hotel and ancillary food and beverage businesses. The hotel appears in Google’s 3 pack, which appears below paid results for highly competitive keyphrases, such as ‘luxury accommodation nyc’.
A major focus was also given to Google Adwords pay-per-click campaigns. Highly optimised campaigns that target branded keywords push The Lowell’s own website above the OTA’s paid results and delivered a 30:1 Return on Investment in the first seven months. Additional display campaigns spread awareness of the dining options.
With focus on beautiful design, user experience and a comprehensive digital marketing strategy, The Lowell’s online presence has been strengthened through a close partnership with Aró.