The Travel Advisor Website Show

Travel is a visual category, and photos are doing more work on your site than most advisors realize — communicating your specialty, your level of experience, and whether your site feels real or assembled from a stock library. In this episode, Justin Hinkle introduces the Five-Site Test: one question you can apply to any image before it goes on your site. Could this photo, or one exactly like it, a...

Most travel advisors build their websites on a desktop and check them on a desktop. But the majority of visitors are arriving on a phone — often in a moment of inspiration, not intent. In this episode, Justin Hinkle introduces what he calls the Spark Moment: the specific point when someone first seriously considers a trip, which increasingly happens on mobile, in a distracted environment, with a s...

Advisors who want to attract premium clients often try to fix their website by making it look more high-end — more animations, more visual complexity, more production value. In this episode, Justin Hinkle explains why that instinct usually backfires, and introduces what he calls the Effort Trap: in luxury contexts, visible effort signals insecurity rather than confidence, and the harder a site tri...

Your website can look great, cover all the right information, and still have almost nobody reaching out. In this episode, Justin Hinkle gets into why — and introduces what he calls the Three Yeses: the three things a visitor has to silently agree to before booking a call ever feels like the obvious next move. He covers why credibility works differently for travel advisors than most other industrie...

Most travel advisors think their website is for clients. In this episode, Jonathan Morris — owner and president of Legato, a host agency for independent travel advisors — explains why suppliers and host agencies are evaluating your website too, and what they're actually looking at when they do. Jonathan covers what he looks up before a recruiting call with a prospective advisor, how marketing fund...

Most travel advisor websites have a contact page. What they don't have is a way to take action anywhere else. In this episode, Justin Hinkle introduces what he calls the Lobby Problem: most advisor sites are built like a hotel with only one front desk — across the room — which means visitors who get ready to act in the middle of reading your about page, your specialty page, or a blog post have now...

Most advisors land on one of two answers to this question: never list prices, or just be transparent and put the number out there. In this episode, Justin Hinkle makes the case that both of those are wrong — and walks through exactly what should and shouldn't be on your site when it comes to pricing. He covers why listing trip prices creates more problems than it solves, the one exception where sh...

When your website lists ten different types of travel you book, you probably think it's helping people understand everything you can do. It's not. It's making you look like you're not exceptional at any of it. In this episode, I get into what I call the Buffet Problem — what happens when a site tries to show everything instead of leading with what the advisor is actually best at. I cover what spec...

Your about page isn't there to prove you're qualified. It's there to answer one question — can I trust this person with something this important to me? And most advisor sites never actually answer it. In this episode, I get into what I call the Trust Page — a different way of thinking about what this page is actually for. I cover why credentials matter in this industry but need real context to lan...

If your website copy is trying to speak to every possible traveler, here's what's actually happening: it's not connecting with any of them. In this episode, I get into something I call the Everybody = Nobody Rule — when copy tries to appeal to everyone, it ends up landing for no one in particular. I cover why advisors write broad copy in the first place (and why that instinct actually makes sense,...

Travel advisors, your website navigation might be the reason people leave without contacting you. Not because your site is missing something — because it has too much. In this episode, I talk about what I call the Option Trap: the mistake of loading up your navigation with too many choices, thinking it helps visitors find what they need. It doesn't. It makes the decision feel hard, and when decisi...

Most travel advisor homepages are trying to do too much — and that’s exactly why they don’t convert. In this episode of The Travel Advisor Website Show , Justin Hinkle breaks down what should actually be on your homepage, what order it should go in, and why each section matters. You’ll learn how to structure your site so visitors instantly understand who you help, what you offer, and why they shou...

Your travel website can look incredible and still quietly lose clients every single day. In this episode of The Travel Advisor Website Show , Justin Hinkle explains why beautiful websites often fail to convert visitors into actual inquiries. From vague messaging and generic branding to high-friction contact forms, this episode breaks down the difference between a website that simply looks good and...

Your website might be the reason potential clients never contact you. In this episode of The Travel Advisor Website Show , Justin Hinkle breaks down the five most common website mistakes travel advisors make — and how those mistakes quietly push visitors away before they ever schedule a call. From confusing homepage messaging to weak mobile experiences and missing calls-to-action, this episode is...

What if a potential client landed on your homepage right now… and still couldn’t tell what you actually do? In this episode of The Travel Advisor Website Show , Justin Hinkle breaks down the “5-Second Homepage Test” — a simple way to find out whether your website is clearly communicating who you help, what you offer, and why someone should book with you. You’ll learn the biggest mistakes travel ad...

Your website might be the reason potential clients leave before they ever schedule a call. In this episode of The Travel Advisor Website Show , Justin Hinkle breaks down one of the most common mistakes travel advisors make on their websites: making the entire site about themselves instead of the client. A lot of advisor websites lead with personal stories, travel passions, and credentials — but th...

Your travel website may technically exist, but is it actually helping you earn trust and attract better-fit clients? In this episode, Justin Hinkle explains why a “fine” website can quietly hurt your credibility, weaken referrals, and cost you inquiries. You’ll learn what potential clients are looking for when they land on your site — and how to make your website feel clearer, more professional, a...