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Contact South West Web Marketing 10 marketing tips for writing content for your accommodation website

10 marketing tips for writing content for your accommodation website

For any travel brand your website is likely to be your most important marketing asset. The copy on your website needs to connect with visitors, engage them to stay on your page, provide them with the information they need and convert them to your brand.

Here are some key points you should adhere to when writing copy for your tourism site.

1. Keep it short
Keep your copy concise and make sure you stay focused. Remember that the majority of visitors to your site will only scan read, looking at sub-headings and lists before deciding if they want to read the copy.

This is important for ‘product’ or ‘sales’ pages but within the travel sector there is one exception; your travel blog. Feel free to wax lyrical about your destination in a little more depth in this instance - as long as the article is engaging and follows the remaining guidelines.

2. Spread it out
Keep your copy organised. Break it into short paragraphs that can be consumed individually by readers scanning the page quickly.

When in doubt if you can put the information into a list, either bulleted or numbered, you should do. Structure is welcomed, and whether you are using numbers in your headline or in a list it’s been shown that they engage the mathematical part of the brain, making content more appealing.

3. Focus on headlines
Headlines and subheadings will draw your readers in. Headline formulas such as “who-what-why” work for a good reason; they have been tried and tested to engage readers.

A good rule of thumb is that no block of copy should be longer than 300 words without its own subheading to explain exactly what the reader is getting into.

4. Be informative
Your readers have visited your page to find specific information. Unlike the publishing world they aren’t flicking through a magazine or newspapers, meandering through articles they only have a moderate interest in over a morning coffee.

Ask yourself why they are on that page, and give them the information they are looking for. Do they want to know what facilities your hotel offers (give them a bulleted list). Perhaps you are a destination and they want to know the best way to reach you; offer clear instructions with a map.

5 Write for your readers
It’s not just about offering information, it is about tailoring it for your specific reader. Understand your typical visitors profile and what they are interested in. For example if you are a hotel and your primary clientele are individuals on business trips, talk about business facilities. If your clientele are senior citizens highlight your premises accessibility.

However, don’t patronise your target audience or try and write with a forced or false style you think they will identify with. However, do understand their key interests and online behaviours.

6. Choose your words carefully
Think about the wording you use in your copy and bear in mind the following recommendations:
• Don’t use excessive descriptive words for informative copy (save them for your destination blog)
• Use positive words (“we always have sunshine” instead of “we never have rain”)
• Use short, common words (“we use” instead of “we utilize”)
• Don’t use passive phrases, keep your copy active; use a lively voice
• Avoid introductory phrases (instead of “due to the fact” … use “because”)

7. Be visual
For the travel and tourism industry, perhaps more than any other; a picture really can be worth a thousand words. Use visuals; incorporate photo and video to offer information. Now with better internet connections you can be more creative with your digital media - The use of Drone Photography for tourism and attractions is now very popular.

8. Stand out
Create an emotional connection with your audience, don’t be afraid to let some of your brand's personality shine through.

9. Don’t forget SEO
You might have some killer copy you’ve written but it is no use unless it is visible on search engines. Make sure your copy is well optimised and your carefully researched keywords are used both in your headings and copy text.

At the same time remember there is nothing worse for a reader than an over optimised block of copywriting for travel websites. When you are copywriting for travel websites you’re writing for the reader, not the search engine so don’t overdo the keywords on your copywriting for travel websites.

As the last paragraph should illustrate, be mindful as to how your writing affects SEO, but don't let SEO affect your writing.

10. Have a clear call to action
You should have a goal in mind for each page of your site. It might simply be that your visitors heads to another page - so give them a clear link (perhaps a related article). You might want them to get in touch with you (send them to a contact form or give them an email). You might be steering them towards making a booking, printing out a voucher, signing up to an email database. Whatever your goal is, make sure there is a way they can accomplish it with a clear direction.