3) The Most Wanted Response (MWR) Page (i.e., "The Closer")

This is their "Reservations" page. It's devoid of any closing copy. But don't get me wrong. This is not the type of site that needs or wants aggressive closing "Ginsu Knives" type of closing.

But it *is* very possible to let the reader know that she is only a step away from living the magic. I *do* like the fact that they do not ask for credit card info. Just submit the time and date -- the hotel calls back to confirm. Nice, simple, non-intimidating, and appropriate (hey, hate giving that platinum card over the Net, right?)

The BHH has a second MWR -- booking conventions, weddings, etc. into their banquet facilities. The page that promotes this suffers from the same "features vs. benefits" problem -- no romance there. And it ends in a weak "call to action"...

--------------------------------------
"For further information please call our
Catering Sales staff at (310) 281-2916,
e-mail us, or fill out our online form."
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