This article is the second in a two-part series, to help you write content and copy for your tourism website that will get you more visits and leads … and bookings!
Once you know what keywords your prospect customers are using to find you, it’s time to get writing, using as many of the words from each niche list within the relevant page as possible.
For example, if we go to the accommodation operator example, they might have a page with a focus keyword of “Things To Do in …..” and then the content of your page might include a variety of local attractions or sightseeing tours that can be booked (for a commission) from the reception desk, or that the property owner is willing to vouch for. However, don’t stuff your article with keywords for the sake of it. Remember that you are writing for your prospects and customers first, not the search engines.
Try to write at least 400-500 words, which is equivalent to a bit more than one A4 page. The reason for this is to help Google find your web pages and display them when potential customers are searching for them.
ALL the words on your webpage are potential keywords, not just the ones that you’ve identified through brainstorming and research. So, the more words you have on a page, the more opportunities you have to appear in Google’s search results.
Once you have finished writing, make sure that you run your text through a spell-checker or get a friend to check it over for you, to make sure that you haven’t made any mistakes.
It is recommended to get someone else to read what you have written before you publish it. Often, the writer of a piece of content can be too close to it and sometimes, emotionally invested in it, to be objective about whether it achieves what it is supposed to do.
Before you publish, go back and spend some serious time on your Page Heading/Headline and first paragraph. People suffer from information overload these days and there is a lot of competition, both on and offline. So, make sure that you get your audience’s attention with the headline.
According to Copy blogger, 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest of the article. The purpose of your headline is to get the sub-heading read. And, the purpose of the sub-heading is to get the first sentence read. The purpose of the first sentence is to get the second sentence read … and so on.
One of the best ways to get their attention in the headline is to promise your customers a benefit … something you will teach them or give them, in return for the time that they are investing in reading your content.
Don’t worry about the length of your headline – it is far more important to get the message out, than try to fit within a pre-defined word limit. Copy blogger suggests integrating as many of the four U’s into your headline as possible. These are:
HONESTY AND AUTHENTICITY GET RESULTS. Be honest and authentic in your writing. For example, if you are a solopreneur then use ‘I’ throughout your website. Don’t write ‘we’ or ‘the business’ if it’s just you. People are far more drawn to honest, authentic writing than hard sell writing.
Remember that “It’s Not About You”. So, instead of filling your webpages with lists of features and services that you offer, think about how the products and/or services you offer benefit your customers and how buying or experiencing these features will make them feel. Write from your audience’s perspective (i.e. what’s in it for me), not from yours.
Don’t Hide Your Light Under A Bushel – Share It!
Make sure you share every page that you write across your social media networks and actively encourage your community to like, comment and share. Then, make sure you are available to engage with them and respond to any comments or questions. Don’t be invisible.
Try to use more verbs (doing words) than adjectives (descriptive words). The internet is flooded with tourism businesses that describe themselves or one of their features as ‘unique’ or ‘state of the art’. If you focus instead on what people will feel when they come to your tourism business, or on what they can do (or what you can do for them), you will be differentiating yourself from the masses of same old, same old tourism marketing content that is already out there.
If you have directory listings on online directory sites, make sure that you have not just copied and pasted the same content from your website onto these directories. Google loves fresh, unique content. Copying and pasting to another site, means that the content on your site is competing against the same content on what is usually a much larger, better known site and those directory sites are likely to outrank you. You are, in effect, cannibalizing your efforts.
Always include a call-to-action at the end of each page. This is the part where you tell your audience what you want them to do. Don’t leave them guessing or make them think. Just tell them! It could be ‘Subscribe to My Newsletter’, or ‘Call Me’ or ‘E-mail Me’ or ‘Buy Now’, ‘Book Now’ … Whatever it is, make sure you put something there.