I spend a lot of time on heritage and cultural tourism websites, and let me tell you something: y'all are making it HARD on your visitors!
Before you get fancy with video content, a flashy redesign, or jumping onto the latest social media trend, make sure you are covering the basics.
Because here’s the thing: if your website is confusing or missing key information, potential visitors are going to bounce—and they won’t come back. Your online presence should be a warm invitation, not a scavenger hunt for details that should be front and center.
Let’s dive into the essentials.
The Bare Minimum Every Visitor Needs From Your Website
Your Physical Address for GPS Navigation
Your visitors want an address they can pop into their GPS and arrive at your door. Be sure to make this easy to find on your website. If you don't have a physical address because you use a P.O. Box, include the GPS coordinates of your parking lot. If you’re a byway or trail with multiple stops, list starting points, parking lots, or key landmarks to help orient people.
Bonus points: Include helpful tips like, “Use this address for GPS” or “Parking entrance is located on Side Street.” You can never be too clear.
The State You’re In
Not everyone who wants to visit your museum is from your town or even your region. If I land on your site and can’t tell within 10 seconds whether you’re in Virginia or Vermont, we have a problem. Don’t make visitors guess. They will leave your site and find a museum with clearer visiting information.
Your Phone Number With Area Code
Not everyone wants to email or message you on social media. A quick phone call can save visitors time and headaches—especially if they’re trying to confirm hours or ask a question about accessibility. Include a number with your area code and make sure someone is actually answering it during business hours.
Tell Your Visitors What to Expect
Think of your website as the first step in welcoming visitors to your site. They should feel like you’re ready to meet their needs and help them have a smooth, enjoyable visit.
This means covering the basics like:
Parking Details
Is parking available? Is it free or paid? Do you have a lot, or are visitors finding street parking?
Bathrooms
Are there public restrooms onsite? Are they accessible? Do you have a changing table for small children?
Accessibility
Be clear about what’s possible for wheelchair users, strollers, or those with limited mobility.
Walking Requirements
Is this a leisurely stroll or a five-mile hike? Give people a sense of what to expect.
Indoor vs. Outdoor
If it’s an outdoor site, visitors will want to plan for weather. If it’s indoors, let them know if there’s A/C or heating.
Timing
How much time should visitors set aside? A quick stop? Half a day? Helping them manage their expectations will help them have an enjoyable visit.
Food Options
Is there food available onsite? Do visitors need to pack a picnic? Is there a cute café or local restaurant you’d recommend?
What’s Nearby?
Travelers often want to make a day of it. If there are other sites, trails, or attractions in the area, highlight those too. The more you connect the dots, the more appealing your destination becomes.
Describe the Experience
It’s not enough to tell visitors where you are—they want to know why they should come! This is where a little creativity goes a long way. Paint a picture for them using action verbs and sensory details.
For example:
Instead of, “We have historic buildings and farming exhibits,” say: "Step back in time at our 19th-century working farm! Milk a cow, try your hand at churning butter, and learn about life on the prairie through hands-on exhibits for all ages."
If you’re a scenic byway, don’t just say, “We’re a driving route through the mountains.” Try: "Cruise along our breathtaking byway, where every turn offers stunning views of rolling hills, sparkling rivers, and quaint villages that beg you to stop and explore."
Action-oriented descriptions are not just more engaging—they help visitors see themselves having a great time at your site.
When a Map Is a Must
Some smaller sites can get away without a map, but if your site has multiple buildings, sprawling grounds, hiking trails, or a driving route, a clear, downloadable map is a game-changer. Visitors will love you for it. If you’re feeling ambitious, add interactive maps to your site with features like parking locations, trail difficulty ratings, or exhibit highlights.
At the end of the day, your website is your first chance to make a great impression. A confusing or incomplete site isn’t just a missed opportunity—it’s actively turning visitors away.
Good News: None of This Has to Cost a Dime
Here’s the best part: improving your website in these ways doesn’t require fancy upgrades, expensive software, or a complete redesign. All it takes is making sure you’re sharing the right information in a way that’s clear and easy to find.
Most of these updates can be done by revisiting your current site and asking yourself, “Does this answer a visitor’s most basic questions?” If the answer is no, it’s time to make some tweaks. It’s about prioritizing usefulness over flashiness—and your visitors will thank you for it.
Make It Easy for Visitors, and They’ll Keep Coming Back
At the end of the day, your website is your first chance to make a great impression. A confusing or incomplete site isn’t just a missed opportunity—it’s actively turning visitors away.
By focusing on the basics and putting yourself in your visitors’ shoes, you’re setting the stage for better experiences, higher visitation, and more word-of-mouth recommendations.
What do you think? Did I miss anything? Let me know in the comments! Together, let’s make every heritage site, museum, and byway more accessible, welcoming, and visitor-friendly.