What I’ve Learned From Helping Service Providers in Vacation Towns

Running a business in a vacation town is not the same as running one in a big city or serving only locals. When your primary clientele are tourists, things get trickier. You’re not just trying to reach them once they land in your town, you’re trying to get in front of them before they even board the plane.

Here’s what really matters if you want to get found online (and booked) as a service provider in a tourist-driven location:

1. Show Up Online Before They Arrive

Tourists aren’t walking around asking locals “where should I go?”. They’re searching Google before their trip. If you’re not showing up, you’re invisible. Your brand and website need to be doing the heavy lifting so people can book you confidently from their couch at home.

2. SEO is Non-Negotiable

If someone types “photographer in St. Croix” or “luxury picnic Wilmington NC” — are you showing up? Or is your competitor? Ranking for “things to do in [your town]” is how you turn visitors into paying customers.

3. Look Legit (Their Scam Radar is HIGH)

Tourists are dropping serious money to be in your location. They don’t want a half-baked experience they could get at home, they want something memorable and worth the trip. If your brand feels DIY or like a side hustle, they’ll scroll right past you. A polished brand identity signals: “We’re legit, we’ve done this before, and you can trust us.”

4. Your Website IS Your Best Salesperson

Visitors don’t have time to DM you every question. They’re planning an entire vacation. Your website should do the talking:

• Answer FAQs
• Show your packages or menu
• Highlight testimonials and past work
• Make it easy to inquire or book

If your site doesn’t do this, you’re losing bookings to someone whose site does.

A Real-Life Example

My client Golden Ray Studio is a live event artist who paints portraits during weddings. Before working together, their presence was limited to TikTok and Instagram—which showed their personality, sure, but left potential clients at a dead end. No website, no packages, no testimonials, no inquiry form. It screamed “side hustle,” not professional service.

Together we built a brand that reflects the owner’s personality and story. Their new website walks visitors through past work, service tiers, and even includes a shop. Within months of launching:

• They booked 5 live painting events in one month
• Ranked in the top 3 Google results for their service + location
• Expanded into new opportunities (fundraisers, local orgs, events)
• Even started getting hired to travel to nearby islands

That transformation came from one thing: finally looking credible online.

Why This Matters for Your Business

Not having a polished brand or credible website is costing you bookings. Tourists skip over you because they can’t find you, or your competitor’s online presence feels more trustworthy.

If you’ve been relying only on word of mouth, I’m here to break some news to you, that only works for locals. Tourists don’t know who to ask. They’re depending on Google, Yelp, reviews, and your online presence to tell them if you’re trustworthy.

There are Layers of Trust You Need Online

Think of your online presence like a puzzle:

• ⭐ Google reviews lead them to your business
• 🌐 A website takes them on a journey and sells them on your services
• 🎨 A cohesive brand identity shows you’re professional and invested
• 📱 Socials share your personality and behind-the-scenes

Put them all together, and you’ve built a brand that attracts strangers and convinces them to choose you before they ever meet you.

Also let’s not forget my favorite part, the personal benefit: when you know you’re showing up in search results and looking good online, the confidence boost is huge. That ripple effect creates new opportunities you wouldn’t get if you were still giving “side hustle.”

So Are You Finally Ready to Get Found Online?

If you’re tired of pulling your hair out and messy crying while DIY-ing and it’s time to finally show up like the business you actually are, I’ve got you. Grab my Get Found Online Roadmap for a step-by-step plan, or if you’re tired of piecing it together alone, let’s chat about taking the first steps toward looking credible online.