Turning Website Visitors Into In-Store Visits
A website visit and a store visit are different goals. Most sites only aim at one.
Footfall and Conversion · 7 August 2026 · 2 min read
Written by the Biztour team - Google Trusted Photographers since 2013.
A lot of local business website traffic is effectively wasted the moment it lands, not because the visitor wasn't interested, but because the site gave them nothing to actually do beyond read some text and leave. A website visit and an in-store visit are different goals, and most local sites are only built for the first one.
A tour, embedded where a browsing visitor actually is, gives them something to do besides leave: explore, get a feel for the place, and arrive at the decision to visit rather than just the decision to close the tab.
- Most local websites are built to inform, not to convert a browse into a visit
- A tour gives a visitor an active thing to do on the page, instead of reading and leaving
- Placement matters: the homepage or the most-visited service page, not buried on a contact page
- An enhanced tour can carry a direct 'visit us' or 'book' call to action inside the exploration itself
The gap between informing and converting
Most local business websites are built to inform: here's what we do, here's where we are, here's our number. That's necessary but passive, it doesn't give a visitor anything active to engage with, and passive visitors close tabs at a much higher rate than engaged ones. A tour changes the visitor's behaviour on the page itself, from reading to exploring.
Where to actually put it
The tour needs to be somewhere a visitor will actually see it, not buried three clicks deep on a page nobody visits. For most businesses that means the homepage, or whichever service page gets the most traffic, embedded prominently rather than linked as an afterthought at the bottom.
Closing the loop with a hotspot
With an enhanced tour, the exploration itself can carry the call to action: a hotspot in the exact room someone's decided they like, linking directly to a booking form, a contact page, or your opening hours. That's the moment someone's most likely to act, right after they've decided the place looks right, not after they've navigated away to find your contact details separately.
Questions people ask
Where should the tour go on our website?
Wherever your traffic already lands, usually the homepage or your best-performing service page, placed prominently rather than linked from a footer or a secondary page.
Can the tour link directly to a booking or contact form?
Yes, with an enhanced tour, a hotspot can link directly to any page or form, placed in the specific part of the tour it's most relevant to.
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