The Customer Journey Starts Long Before They Arrive
For many Jackson Hole businesses, the customer doesn’t walk through your door because they happened to pass by. They may have discovered you weeks (or even months) before their trip.
A traveler planning a Jackson Hole vacation might start with a Google search, browse businesses on Maps, check reviews, visit a few websites, scroll through social media, or even ask an AI tool for recommendations. By the time they arrive in Wyoming, they may already have a short list of places they want to visit.
That means your digital presence needs to work long before the customer does. As a digital marketing agency in Jackson Hole, we help businesses think about the entire journey, not just where they rank in Google.
It Starts With Search
A traveler might search for:
- Things to do in Jackson Hole
- Best restaurants in Jackson Hole
- Jackson Hole fly fishing guides
- Where to stay near Grand Teton
- Art galleries in Jackson Hole
- Family activities in Jackson Hole
If your business isn’t appearing when potential customers search for the products, services, or experiences you offer, you may never make their list in the first place.
That’s where SEO and helpful website content come into play. Your website should clearly communicate what you do, where you are, and why someone should choose you.
Then They Check Google Maps
Once travelers find a business they’re interested in, there’s a good chance they’ll look it up on Google Maps. Your Google Business Profile can provide important information at a glance:
Location
Hours
Phone number
Website
Photos
Reviews
Services
Directions
An incomplete or outdated profile can create friction at exactly the wrong moment. Keeping your local listings accurate and up to date helps potential customers move from “What’s this place?” to “Let’s go there.”
Reviews Build Confidence
Traveling to Jackson Hole can be a significant investment. Visitors want to know they’re making good choices with their limited vacation time and money. Reviews help provide that reassurance.
Potential customers may compare your reviews with competitors, look at recent feedback, and pay attention to how businesses respond to customers. Your online reputation is therefore another important part of your marketing—not something that exists separately from it.
Then They Visit Your Website
This is where all those earlier touchpoints come together. Someone may discover your business through Google, Maps, or a recommendation, but your website is often where they decide whether to take the next step.
A strong website should make it easy to understand:
What do you offer? Where are you located? What makes you different? How do I book, visit, call, or buy?
For tourism-based businesses, your website should also help visitors picture the experience itself through compelling photography, video, useful information, and clear calls to action.
Social Media Adds Another Layer
Social media can help potential customers get a more authentic look at your business. They may see:
New products
Current events
Behind-the-scenes content
Seasonal offerings
Local experiences
Customer experiences
While social media shouldn’t replace your website, it can reinforce what visitors have already discovered and give them another reason to choose you.
And Now, There’s AI Search
The travel research process is changing.
Instead of searching Google for individual questions, travelers can ask AI-powered tools for recommendations, comparisons, itineraries, and ideas. That makes having a strong, authoritative online presence even more important.
AI needs information to work with. Your website, business listings, reviews, and other online content all contribute to how your business can be understood and surfaced. The goal isn’t simply to “optimize for AI.” It’s to create a comprehensive digital presence that clearly establishes who you are, what you offer, and why you’re worth recommending.
Every Piece Needs to Work Together
The modern customer journey isn’t necessarily:
Google → Website → Customer
It’s more like:
Google → Maps → Reviews → Website → Social Media → AI Search → Booking/Contact
Not every customer will follow that exact path, but the point is that each digital touchpoint can influence the final decision. If your website is excellent but your Google Business Profile is outdated, there’s a disconnect. If your SEO is strong but your website doesn’t communicate your value, there’s a disconnect. If your social media looks great but visitors can’t figure out how to book, there’s a disconnect.
A successful digital marketing strategy connects all of these pieces.
Get Your Business on the Traveler’s Shortlist
Jackson Hole businesses have something special to offer. But being a great business isn’t enough if potential customers can’t find you, understand what you offer, or feel confident choosing you.
At Gliffen, we help Wyoming businesses build cohesive digital strategies that connect web design, SEO, content, social media, paid advertising, and more. As a digital marketing agency in Jackson Hole, we understand the unique needs of businesses serving both local customers and visitors from around the world.
Your next customer may be planning their Jackson Hole trip right now.
Let’s make sure they can find you.