Can Sara or Jennifer speak at our event?

Yes, reach out through the contact page.

Is this the same as the Off-Season Action Plan?

This is the full three-phase system; the Action Plan is the detailed month-by-month version of Phase 3.

From the stage

Rest. Reset. Ready.

The three-phase system for seasonal businesses, as presented by Sara Jokela, Co-Founder & COO, at the Valdez Small Business Conference 2026.

Sara Jokela, Co-Founder & COO · Valdez Small Business Conference 2026

Sara Jokela, Co-Founder and COO of SparkStory Marketing, presenting at the Valdez Small Business Conference

The Problem

The businesses that win year over year aren't the ones that work harder. They work smarter, before the season, during it, and after it. Most seasonal businesses repeat the same season because they never stop to listen.

The Three Phases

01
Pre-Season
Get sharp before the rush hits.
02
In-Season
Pay attention while you're in it.
03
Post-Season
Rest, reset, and rebuild for next year.

Pre-Season: Get Ready

Phase 1

Audit your website on your phone, right now.
Update your Google Business Profile completely.
Set up your feedback capture system before day one.
Check your booking flow, start to finish, on mobile.
Benchmark: where did last season fall short?

Get the PDF

Want Sara's full slide deck?

We'll email you the designed PDF, nothing else, unless you ask for it.

In-Season: Listen While You Work

Phase 2

Log every question you answer more than twice, that's a content gap.
Note every friction point in real time, not at season end.
Ask one direct question to every customer after their experience.
Respond to every review within 24 to 48 hours.
Track your conversion weekly: inquiries-to-bookings ratio.

3 to 5% conversion rate = healthy benchmark for tourism businesses.

The Questions Your Customers Are Already Answering

Repetitive pre-visit questions = gaps in your website content.
Booking friction signals = UX problems costing you revenue.
Post-visit emotional language = your best marketing copy.
Complaint patterns = systems problems, not one-offs.
Recommendation language = your word-of-mouth engine.
If they said it twice = it belongs on your website.

Post-Season: Rest, Reset, Rebuild

Phase 3

Read every review from the season in one sitting.
Pull your repetitive questions list and build your FAQ page.
Identify your top 3 friction points and build a fix plan.
Send a post-season survey to your email list.
Update your website copy using your customers' exact words.
Document what worked and what didn't, memory lies.

Numbers That Actually Matter

Metric	Average	Strong
Website conversion rate	2 to 3%	3 to 5%
Bounce rate	40 to 60%	Under 40%
Mobile traffic share	60 to 70%	Must be mobile-first
Google review rating	4.0 minimum	4.5+ = competitive edge
Review response rate	30 to 40%	100% = best practice
Post-visit email open rate	20 to 25%	30%+ = high performance

More free resources live on the free guides hub

Get the PDF

Want Sara's full slide deck?

We'll email you the designed PDF, nothing else, unless you ask for it.

Clear is kind. Clarity is the most powerful marketing tool you already own. When people understand exactly what you do, who you do it for, and why it matters, they book.

Before You Start

Three quick questions.

Where was this presented?: The Valdez Small Business Conference, 2026.
Can Sara or Jennifer speak at our event?: Yes, reach out through the contact page.
Is this the same as the Off-Season Action Plan?: This is the full three-phase system; the Action Plan is the detailed month-by-month version of Phase 3.

In Their Words

“We've grown tenfold and increased our direct bookings by 200%. If you have the opportunity to work with this team, do it!”

James B.Owner, Welcome Anchorage Tours

If You'd Rather Not

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