"We have an English page, but it doesn’t lead to bookings." This is a common concern among many ryokans and small inns.
The main issue often lies not in the quality of the site but in the lack of a cohesive experience for international customers that covers discovery → understanding → trust → booking. Simply creating an English page won't ensure that you appear in searches like "ryokan English site" or that visitors will proceed to make a reservation after finding you.
In this article, we will explain ten essential points to make your English website discoverable and appealing to overseas guests, presented in a practical order.
1. Use Keywords That International Guests Actually Search For
Expressions like "Japanese inn," which is a direct translation of "ryokan," may not align with the actual search terms used by international travelers. Incorporate terms such as "ryokan," "traditional Japanese inn," and "onsen hotel" naturally into your title tags, headings, and content. Similarly, addressing the needs of operators looking for information on "ryokan English site" can lead to increased traffic from search engines.
2. Write in 'Understandable English' Instead of Machine Translations
Pages that are simply pasted from Google Translate or DeepL can deter international guests due to unnatural phrasing or mistranslations. Specific terms related to Japanese accommodation culture, such as "large public bath," "futon," "tatami room," and "check-in," require explanations rather than direct translations. It’s essential to focus on localization—communicating cultural context is key.
3. Properly Set Up Multilingual URLs and Hreflang Tags
If search engines do not correctly recognize your Japanese and English pages, the English version may not appear in search results, or the Japanese page might be shown to international users. A URL structure like /en/ and the use of hreflang tags for language and region association are foundational elements of international SEO.
4. Optimize Your Google Business Profile for English
Many international travelers find accommodations through Google Maps or Google Search before visiting the official website. By ensuring that your business hours, address, photos, and posts are available in English, and by responding to reviews in English, you can maximize the effectiveness of your Google Business Profile as a discovery tool.
5. Clearly Present Pricing, Access, and Cancellation Policies in English
Many international guests abandon their search due to unclear pricing breakdowns, payment methods, or cancellation policies. Your English page should clearly outline:
- What is included and excluded in the price
- Payment methods (whether credit cards are accepted)
- Cancellation and refund policies
- Directions from the nearest station
6. Prepare an FAQ Section Addressing Common Concerns of International Guests
Questions such as "Is there English-speaking staff?", "Is Wi-Fi available?", "Is there a description of meals?", and "Can I use the public bath if I have tattoos?" are often important for international guests but rarely asked by Japanese visitors. An FAQ page anticipating these inquiries can effectively build trust and reduce support burdens.
7. Respond to Reviews in English with Sincerity
Google reviews and TripAdvisor feedback are crucial sources of information for many international travelers before making a reservation. Responding politely in English not only to positive reviews but also to constructive criticism signals trust to potential future guests.
8. Ensure Your English Page is Mobile-Friendly
A significant number of international bookings are made via smartphones. If your English page simply mirrors the layout of the Japanese version, issues like small text or difficult-to-click buttons may lead to drop-offs. Since English text tends to be longer than Japanese, check for any layout issues.
9. Create a Clear Booking Pathway
Even if a visitor is interested, they may abandon the booking process if the reservation button is hard to find, the form is complicated, or only phone reservations are available. Test how many clicks it takes to complete a reservation on your English page to ensure a smooth process.
10. Continuously Improve Rather Than Just Launch
An English website is not a one-time project. Regularly check search rankings, traffic sources, and drop-off pages, and update your content based on changes in inbound demand and guest inquiries to maintain a state of being continuously discoverable.
Conclusion: How Well Is Your Inn Prepared?
The ten points discussed are all manageable improvements that can be prioritized without requiring special budgets or systems. However, objectively assessing where your site may be falling short can be challenging.
At Studio HAKO, we offer HAKO Scan, a free diagnostic tool that only requires you to input your URL. You can preview your International Readiness Score and identify high-priority issues, so start by understanding your current status.
→ Try HAKO Scan for free → View our services