How to Illustrate That Your Company Offers Luxury Services

by Michelle Salater on September 2, 2010

Do you offer luxury services to clients but can’t seem to attract and convert enough prospects? The root of the problem might lie in your ability to project an accurate brand message through web copy or website design.

When companies offer high-end services that are in line with the industry’s pricing norms but can’t get prospects to bite, there’s one of two things occurring. Either your services aren’t conducive to your high prices, or you’re losing prospects at the door—or in other words, you’re losing them through your marketing materials. More often than not, it’s the latter of the two.

If you want to project an accurate brand message and, in turn, convert prospects into paying customers, you must take your readers through an opulent experience on your website, blog, and other online marketing materials to give them a taste of what you have to offer.

For example, if you own a high-end travel company that offers clients exclusive VIP services and packages that almost no other travel agent in the world can offer, then you need to project this image. If your website is low budget, it’s going to reflect that you offer low-budget services. With that said, consider the types of accommodations your clients stay in while on vacation. Imagine the interior of those accommodations and how they make visitors feel. This is how you want your prospects to feel when they visit your website or blog. When you’re able to convey to your site visitors, “This is what you could have and experience,” they’ll be more willing to make the effort to book with you or contact you.

The entire design of your website and blog should take visitors through an enriching experience where they feel as though they have just stepped into a place of sheer luxury. In order to accomplish this tone, your navigation, color scheme, layout, images, and web copy need to reflect an essence of lavishness. If even one of these elements isn’t reflective of your brand image, you run the risk of losing prospects at your virtual-store front door.

Below are a few aspects of online marketing materials that could either make or break your brand image, depending on how you use them:

Images: You can make a huge impression on your prospects through high-resolution, aesthetically pleasing photographs. If you put any image on your website that is less than perfect—whether the resolution is poor or the subject of the image is inaccurate to your brand image—you may convey to prospects that your services are less than perfect as well. If you’re not confident in your photography skills or camera and you want to ensure that you have the best photographs and graphics on your website or blog, get a professional photographer to take images for your site.

To the right is an image I found on a spa’s website home page. The image does nothing to illustrate a luxurious spa experience and works to invoke the opposite feelings of luxury. When I think of a lavish spa experience I don’t want to envision some man (who let’s be honest isn’t attractive) receiving some sort of consultation in an office. I want to see an image that captivates me and inspires me to book a treatment at that spa.

Below is an image of a Spa company that used images correctly on their website in order to evoke a sense of opulence:

Web copy: Long paragraphs of web copy, strewn with run-on sentences and grammatical errors do not constitute luxury. When your website copy doesn’t flow properly and lacks sophistication in word choice and sentence formation, you’re not projecting a graceful or elegant image. Rather, you’re showing prospects that your services are unorganized, unsophisticated, and haphazard.

In order to avoid this situation, find a professional web copywriter who has the writing talent to take your brand message and accurately illustrate it in your web copy.

Navigation: Consumers who purchase from high-end companies expect to spend more and get more in return. They also expect to be treated with VIP status and respect. When your website or blog navigation resembles a confusing maze, your prospects feel as though you do not respect their time. Think of how many prospect conversions you could be losing due primarily to a lack of smooth navigation.

When website or blog visitors can’t navigate through your site easily, they will most likely get frustrated and move on to your competitors.

Color scheme: Hot pinks, purples, and black don’t reflect a sense of luxury. You may see those colors for a young and trendy club or bar but not for a luxury hotel, spa, travel company, or other company offering high-end services. Therefore, choose colors that evoke a sense of sophistication and opulence. Remember, your website and blog color schemes work to give your audience a sense of what kind of services you offer.

In the end, be honest with yourself. If you don’t have a programming, graphic design, copywriting, or photography background, you’ll need to put your brand image in the hands of the professionals. It might cost you a chunk of change, but the rewards, in the end, will be much greater.

Below is an example of a France travel website that uses a color scheme that doesn’t create a sense of luxury. The bright, generic colors do nothing to express lavish services:

However, this website (illustrated below) uses a lavish color scheme that invokes a sense of luxury and sophistication:

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If you like this post, you might also like:

  1. Take Website Visitors through an Experience, Not a Torture Chamber
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  3. Where Do Your Website Visitors’ Eyes Go to First?
  4. Does Your Website Copy Make the Sale?
  5. The Power of Email and Ezines in Online Purchasing
  • Katherine Tiani DalPra
    This is a great article. Sounds like we all have our work cut out for us. Great tips Michelle!
  • Hello Katherine,

    Glad you found the post helpful. If you have any questions, we love hearing from our readers.


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