Avoid The Two Biggest Mistakes That Parks and Resorts Make When Trying to Convert Their Website Visitors Into Paying Tenants…
The 1% to 2% Conversion Difference Worth Thousands
If 100 people visit your website weekly and your conversion rate is 1%, you get 1 new tenant. Increase that to just 2%, and you get 2 new tenants.
That’s a 200% improvement in revenue from the same traffic investment.
Yet most park websites make two critical mistakes that keep conversion rates devastatingly low. Fix these, and you could double your website revenue without spending another dollar on advertising.
The 80/20 Leverage Point
Following Pareto’s principle, conversion rate optimization gives you the highest leverage return on effort. Driving more traffic is expensive and challenging. Converting existing traffic better costs nothing but time and strategy.
Focus here first: Fix your conversion problems before spending more on traffic generation.
My Background: Three Generations of Conversion Psychology
I’m Jason Ayers from RV Park Marketing Experts. My family has been in this business for three generations, and I chose to focus on tenant acquisition and creating exceptional experiences that generate positive reviews.
Through copywriting and conversion optimization, we have prospects quoting our website content when they call: “I just knew I owed it to myself to look at your park before I rented somewhere else.”
That’s emotional copywriting at work.
Mistake #1: Facts and Data Instead of Emotions
Most park websites read like specification sheets: “We have 200 spaces, full hookups, and clean restrooms.”
The problem: People make decisions emotionally, then justify them logically.
The Brain Science Behind Emotions
Studies of people with brain injuries affecting emotional centers revealed something shocking: they couldn’t make decisions at all. Without emotions, decision-making becomes impossible.
Yet most park websites appeal only to logic, ignoring the emotional drivers that actually trigger booking decisions.
What Your Prospects Really Want
They don’t just want an RV space or mobile home lot. They want:
- Connection with like-minded people
- Escape from daily stress and routine
- Safety and peace of mind
- Social status from choosing well
- Adventure and new experiences
- Comfort in unfamiliar places
The Emotional Transformation
Factual approach: “We have clean facilities and friendly staff”
Emotional approach: “Relax knowing your family is safe in our well-maintained community where neighbors become lifelong friends”
Factual approach: “Full hookup sites available”
Emotional approach: “Everything you need for the perfect getaway is waiting for you, so you can focus on making memories instead of worrying about logistics”
Mistake #2: Weak Calls to Action
Every page should have one clear purpose and one strong call to action. Most parks fail miserably here.
The Confidence Problem
Weak calls to action sound like this: “Well, you know, if you think you might like this, it would be okay if you signed up and I could help you do that.”
How does that make you feel? Uncertain? If they’re not confident in their product, why should you be?
The Psychology of Strong Commands
Weak call to action: “Contact us if you’re interested”
Strong call to action: “Spaces are extremely limited. Click here to make your reservation now.”
Strong calls to action include:
- Urgency: Limited availability creates fear of missing out
- Clarity: Exactly what action to take
- Confidence: No hesitation or uncertainty
- Specificity: What happens when they click
Page-by-Page Purpose
Each website page should serve a specific conversion goal:
Amenities page: Guide them to RV spaces or mobile home lots
RV spaces page: Send them to reservation form
Reservation page: Capture deposit and booking information
Location page: Make arriving at your park effortless
The Emotional Fear Factor
Fear is one of the most powerful emotions for driving action. Effective calls to action tap into:
- Fear of missing out: Limited spaces available
- Fear of poor choice: Don’t settle for less
- Fear of inconvenience: Reserve now to avoid disappointment
Implementation Strategy
For Emotional Copywriting:
- Identify your ideal tenant’s emotional state when searching for parks
- List their fears, desires, and motivations beyond basic needs
- Rewrite factual content to address emotional drivers
- Test emotional headlines against current versions
- Monitor which emotional appeals generate most inquiries
For Strong Calls to Action:
- Define each page’s specific purpose in your conversion funnel
- Create one clear action per page
- Use commanding, confident language that builds trust
- Add urgency elements that motivate immediate action
- Remove competing distractions that dilute focus
The Compound Effect
These two improvements work together exponentially:
- Emotional copywriting makes them want to take action
- Strong calls to action make taking action effortless
- Combined, they can easily double or triple conversion rates
Stop Losing Revenue to Boring, Weak Websites
Every day your website uses facts instead of emotions and weak instead of strong calls to action, you’re losing qualified prospects to competitors who understand conversion psychology.
Your visitors want to book with someone. Make sure it’s you.
Ready to Double Your Website Conversions?
If you own a park with 100+ spaces and want professional help implementing emotional copywriting and conversion-optimized calls to action, let’s discuss how to transform your website into a tenant-generating machine.
Your prospects are making emotional decisions right now. The question is: are you speaking to their emotions, or just their logic?