skip to main content

One Simple Reason Why I Love Schweitzer’s New Website

divider image for this post

So, a while back I wrote about something. A tweak, specifically. But not just any tweak, a website navigation tweak.

In my own words (if you haven’t figured it out by now, I secretly enjoy quoting myself), I said:

“the average resort website has 8.12 elements in their nav menu. I first published that number over two years ago, but ever since I’ve been wondering if there is a better way…so, what if you… shorten the list and make every link a call to action?”

The idea I shared at the time was using just four, nav elements:

  • Come for the Day
  • Plan a Vacation
  • Learn How to Ski
  • Explore the Resort

In other words, I grouped things by guest type and turned each one into it’s own call-to-action.

Atta-Boy Schweitz
I doubt anyone actually calls Schweitzer “Schweitz”, but I just did because we’re very close. And why do I feel such a bond to a resort I’ve never visited? Because this is the first time I’ve really seen something close to my idea in the flesh:


See that, in the blue area on the left-hand side? Links that aren’t just links, but calls-to-action for various types of guests.

It’s not “Tickets and Passes”, it’s “Buy a Lift Ticket”.
It’s not “Lessons and Rentals”, it’s “Book a Lesson”.

Now, you may be saying to yourself, “Um, Gregg, ‘Vacation Packages’ isn’t a CTA.” And you’re right, it’s not. But when there’s a feeling that skiing is often a logistical nightmare, I’m totally fine with the fact that the first step gives someone a starting point to plan a vacation around deals and packages rather than just a lodging search form (which also exists).

Old and New
Another thing I like is that the old-style top nav is still there to cater to both old habits and new ideas.

It’s a sharp looking website with a simple tweak that, I believe, could pave the way for improved efficiency as Schweitzer moves visitors around the site to accomplish their goals.

Good stuff.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

Get the weekly digest.

New stories, ideas, and jobs delivered to your inbox every Friday morning.