A truly experiential website grips the user from the initial landing page. It excites them while they explore their specific interests, and guides them along until they can’t wait to take the next step – often times to Book or Buy. A well-executed site involves creative solutions that enhance the way the user receives & uses information. Several key elements are responsible for this quality user experience, and are becoming more and more influential in influencing a buying decision. These elements come in many shapes and sizes but at their core boil down to: VISUAL STORYTELLING, CLEAR NAVIGATION, AND ENGAGING CONTENT.

Kicking Horse Resort : Winter Site	Visual Storytelling “Ooohhhh”, “Ahhhhh”, “Mmmm”… these reactions from users are most likely the result of the seamless interaction of design and technology, an original layout, intuitive navigation, clear hierarchy, photography, typography, movement/animation, and overall brand presence. Making a big (and good) first impression is essential to an experiential site. This first impression can range from large-scale imagery or video integration, to skillfully executed typography, or even “white space”. Being able to clearly tell a story through these elements is no easy task. It’s a balancing act of where and when to use photos, videos, copy, social media, graphics, or interactive elements. A successful execution helps guide the user through a destination or product, and guides them in their buying decision.
Alyeska	Clear Navigation Creating clear, well thought out navigation guides the user through the site with ease. The user’s path, and ultimately their experience, relies on their ability to intuitively navigate to content. If the site navigation has become overgrown, or is inconsistent and confusing, the user experience suffers. Information architecture is often something that is overlooked, because when it’s done well… you don’t notice it. When it’s value is ignored you find yourself spending more time thinking “Hmm…where could I find this?” and less time focusing on relevant content. The goal is to create a seamless path for the user from start to finish. Creating content links, or cross-links, throughout the site can also be a great way to help improve the flow of the site.
Greenbrier : America's Resort	Engaging Content Content is King. After all, that’s how we tell the story. Relevant, fresh, engaging content has many important roles in an experiential site. It teaches, qualifies, engages, and entertains. Well written/targeted content also has solid SEO value: taking advantage of keywords, H-tags, and Alt-tags. Think you don’t need a copyrighter? Think again. Content needs to inform, but also must support the brand, and create a voice. And don’t just upload content once, right before a site launch…keep your content fresh. Create buzz. Connect with your user. Encourage them to be part of your brand and share your story. Simply put – your content needs to be aliving, breathing part of your website.

For specific examples of experiential web site design, visit www.rtpinteractive.com