We write a lot about website design. And for a good reason; Nearly 50% of people consider web design the number one factor for determining the creditability of a business. But a successful website has to offer more than just a pleasing design. While a beautiful site will undoubtedly catch users attention, it’s the content that will keep them engaged and ultimately drive bookings. With that in mind, here’s a quick guide to creating effective content for your hospitality website.
Tone >> Before you start writing any of your website copy, you need to settle on a tone. It’s what will forge a connection between your readers and your content. First, identify the appropriate perspective for your brand. Looking to strike up a more conversational feel? Second person – using pronouns like “you” and “we” – is probably your best bet. And using contractions will ensure it doesn’t sound stiff and alienating. Interested in something a bit more formal? You should probably stick to writing in the third person. Whatever you choose, make sure to write in an active voice, avoid slang, and use correct grammar and spelling.
Content >> Now that you’ve decided how you’re going to communicate, it’s time to decide what you want to say. Compelling content is necessary to turn users into bookers. Be descriptive and informative with your copy – and emphasize your unique selling points. Customers need to get a sense of what a stay at your property involves. Vague and generic phrasing doesn’t add any value to your site and certainly won’t nurture a connection with your guest.
Each page on your site should have a focus. For example, a page about accommodation, another about amenities, etc. Limiting each page to one topic will make your site simple to understand and easy to navigate (which is essential if you want to keep users’ attention). And it isn’t just property specific pages you should be developing. Including information about the surrounding area, local attractions, and events will offer a tremendous amount of value for your customers and inspire them to linger on your site.
Layout >> The way content is arranged on your website is no trivial matter. A poor layout could deter customers and reduce conversion rates. Consider breaking up written content into easy-to- read paragraphs to make it more palatable for your guests. And be sure to include the most important information first; Online users have a tendency to scan content.
Images >> Conversions are won when a website allows a customer to connect with the property. Something that photographs can do much easier than words (they are worth a thousand of them after all). Include large, high-quality images of rooms, amenities, views, and any unique aspects of your property in order to drive direct bookings.
Videos >> Video is a powerful medium. It’s predicted that, within the next four years, 80% of all consumer internet traffic will be video traffic. So including video content on your website is highly recommended. Make sure to keep video content short and emotive. It needs to sell an experience without feeling time-consuming. And be sure to embed video content directly on your site; Don’t give users the opportunity to navigate away.
Your website is your most powerful tool for introducing customers to your brand. Contact us to make sure it’s doing your property justice by creating compelling written and visual content.