CUSTOMER TOOLS FOR WEB DESIGN

Web Page Writing Tips
Web Page Content Suggestions
 

WEB PAGE WRITING TIPS

The Eight Keys to User Friendly & Search Engine Friendly Copywriting

1.  Open with a Benefit Rich Headline
The most important element of every web page is the opening headline.  Studies show the right headline can increase response rates exponentially.  Tell customers how they will benefit - not about your company.  People are interested in "what's in it for me".  Open with words like "Discover" or "Announcing" or "All New".

2.  State a Client Centered Proposition
State a proposition at the top of each page that is prospect-centered.  Sell the dream of your resort location or state your customers' tough situation "If only you could get away".  Why does your resort exist?  Set up a vacuum that you will fill with benefits.

3.  Use Consistent Voice
Be sure to use the same style of voice throughout the site - i.e. hip, conservative, informative, etc.

4.  Offer Multiple Benefits
A benefit is anything that will make a prospect's life better by visiting your property.  This is the payoff.  Brainstorm about the benefits of your resort, your golf courses, your service levels, your spa...  Then go back and order the benefits with the primary benefit first.

5.  List of Comprehensive Features
A feature is a fact about a product or service, such as "hand made, 300 thread count, European sheets".  Features demonstrate how things are made, created, delivered and maintained.  Make a comprehensive list of features to demonstrate your professionalism, competence and service.

6.  Identify and Use Your Most Popular and Relevant Keywords
Because search engine spiders simply read the content of your site, they have no way of identifying the content of your site other than keyword density.  That is, the frequency with which the same keyword phrases  appear in the text on a page.  Each page of your site should be written with 2 or 3 keyword phrases in mind and you should repeat each phrase 5 or 6 times in sub-headings and text.  The ideal copy length of each page is 250 to 300 words per page.  If possible, vary the keyword phrases you focus on from page to page, so that different pages will rank well under different keywords.

7.  Breakup the Copy Within Your Site with Sub-Headings
Web users are accustomed to scanning content quickly to find the information they need.  Keep this in mind when writing your copy by using sub-headings throughout your text so users can scan your site for the information they need.

8.  Ask for Response Now
All marketing copy should be written with a "call to action" in mind.  Do you want the user to call an 800 number, book a reservation online or fill out an inquiry form?  Summarize your main points at the end of each page and present the call to action. 

 

WEB PAGE CONTENT SUGGESTIONS

Home Page
    •  Elevator pitch in opening paragraph - Who, what, where, why

Accommodations Page
    •  Number of properties
    •  Exterior photos
    •  Interior photos
    •  Awards
    •  Amenities
    •  Dining
    •  Online booking
    •  In-season dates and rates
    •  Off-season dates and rates
    •  Specials/Packages
    •  Fine Print - i.e. check in/out,

Destination Info Page
    •  Things to do
    •  Attractions - links to web site, pricing, directions to, etc
    •  Activities - i.e. golf, etc.
    •  Local ordinances or customs
    •  Restaurants
    •  Kids activities
    •  Calendar of events
    •  Transportation alternatives
    •  Current weather info
    •  Average monthly temps
    •  Average monthly rainfall
    •  What to bring / FAQs

Company Info Page
    •  Years in business
    •  Business philosophy
    •  Credentials/Organization members
    •  Awards
    •  Hours of operation

Directions Page
    •  Nearest airports and mileage to/from your location
    •  Surrounding drive markets and mileage from/to
    •  Transportation options - i.e. car rentals, shuttles, taxis, etc
    •  Physical street address
    •  PDF map of location

Contact Us Page
    •  Primary email contact info

Other
    •  Currency conversion
    •  Meeting capabilities
 

 

 

 

 

Please call us at 1-800-972-9427 with any questions (our call to action!).

1123 Zonolite Road, Suite 4  • Atlanta, Georgia 30306
Toll Free: 800-972-9427 • Phone: 404-541-9780 • Fax: 404-541-9784
Email: Info@TraveleMarketing.com