Travel businesses have entered something of a golden age in the past decade, with the internet providing them with the capacity to reach more people than ever before, with the click of a few buttons. Through highly polished websites, travel firms are able to give would-be holidaymakers a real flavour of their potential destinations.
But with this boom has come market saturation and high levels of competition. To get ahead of the rest you need to tweak your content on a macro-level to boost your conversion rates. Here are 10 online content tips for doing just that.
- Build tantalising destination pictures in users’ minds – When people are thinking of booking a holiday, they want to be able to imagine themselves there at the destination enjoying the experience. Whether it’s an all-inclusive break in the sun, a spa retreat or an adventure holiday, make sure that your web copywriter is painting pictures in your customers’ minds.
- Emphasise the BENEFITS of visiting a destination – This rule is central to all online copywriting. Don’t just tell them that a resort has three beaches and five bars – tell them that it’s a fantastic place to work on your tan and kickback with some exotic cocktails.
- Maintain a consistent style and tone throughout your content – Your goal should be to build an instantly recognisable online travel brand. Doing so will make your website more memorable and will help to differentiate you from the countless others out there. If you use multiple copywriters, consider creating a style guide to outline how you want to sound.
- Keep it snappy – Cut out the waffle and tell people what they want to know. They don’t need an in-depth history of the destination, they need to pick up on its overall flavour and find out why they should go there.
- Accentuate the positive – This should be obvious, but only talk about positive aspects of the destination. Don’t lie or say anything of dubious merit, but avoid mentioning things like recent hurricanes or civil revolts.
- Highlight key attractions – Holidays are made up of lots of little destinations and things to do, and these are one of the main things that people look at when choosing where to go on holiday. Pick out some of the most interesting and popular things to do in the local area and really sell them.
- Aim for 100% accuracy – TripAdvisor and similar websites are full of angry reviews written by people whose holiday wasn’t exactly as advertised. Keep out of the social bad books by ensuring that everything you say is correct.
- Follow conventions on writing for the web – Writing for the web is different than writing a travel brochure or catalogue. Bear the following in mind when creating online content:
– It should be shorter than its print counterpart
– Paragraphs should also be shorter
– Text should be broken up with plenty of subheaders and bullet points
- Send writers on holiday – The best way to get authentic real world content on your site is to actually send your copywriters on holiday to the destinations they’re writing about. It may require more of an initial financial outlay, but the results will be far more compelling and result in many more conversions than if the writer is just researching online from a coffee shop in Croydon.
- Always include a call to action – Any piece of web content should be leading towards a conclusion – an action that the user should take. Whether it’s requesting a brochure, booking a flight or ringing one of your sales reps, be sure to finish by telling the reader what they should do next and how they should do it.
Big Star Copywriting is an agency that specialises in creating compelling travel content for online audiences, and has worked with some of the world’s top travel brands. Get in touch if you need any assistance with your online travel content.