What should be on a campground homepage?

The five things above the fold

1. Park name. Obvious, and regularly buried in a logo image with no text.
2. Where you are. "On Highway 9, twenty minutes from Zion" beats a town name nobody outside the county recognizes.
3. What kind of park. One line. Quiet adult park, family resort with a pool, overnight stop for big rigs.
4. Book button. Visible without scrolling, on every page.
5. Phone number. Tappable. Many guests call rather than book.

What goes immediately below

Rates or a range, site types with lengths and hookups, a real photograph of the sites rather than a sunset, and a link to the park map. A visitor who scrolls once should know whether their rig fits and what it costs. If they have to hunt for a price, most leave instead.

What to cut

• Full-screen video backgrounds. Slow, and they push every fact below the fold.
• Autoplay sliders. Nobody waits for slide three.
• Chat widgets on a park site. They intercept people who would have called.
• A welcome paragraph as the first text. Facts first, warmth second.
• Stock photos of anyone else's campground. Guests notice.

The test

Hand your phone to somebody who has never seen your site and ask them to tell you, in under fifteen seconds, where the park is, what it costs, and whether a 38-foot fifth wheel fits. If they cannot, the homepage needs work regardless of how it looks.