How to optimize your website copy to get more bookings for your tour
Nowadays, the way customers research a holiday is very different from their approach five years ago. In this age, it’s not enough to run a fabulous tour, you need to be able to market it online. Whether you advertise on social media or in your own website, the way you craft your copy can be the difference between winning a new customer or not.
1. Have a clear idea of who you are writing for
Your online content should be determined by your ideal customer. A great way to establish this is to undertake an exercise called ‘persona mapping’. You will need to:
Interview some of your existing customers to identify what they loved about their experience
Look at the customers who come to your website and buy your tours to find patterns regarding specific demographics. You can also create forms for your website that capture the information you deem relevant
Look at your social media followers. Google Analytics and Facebook analytics can unearth some very valuable information about your customers. Given that they are both intuitive (and free) they are a great place to start
Browse competitors’ sites to see who they are targeting, where their proposition is similar to yours and where it differs
2. Solve your ideal customer’s problem by improving your SEO
A part of understanding who your ideal customer is, is understanding
what their problem is
how they articulate that problem
how you can solve that problem
For example, if your ideal customer is an 18-year-old girl looking travel after finishing high school, she wouldn’t write “18-year-old travel ideas”. It would be more specific, like “Best schoolies destinations” or “Thailand full moon party”.
The copy on your website needs to ensure that your ideal customer can find your business quickly and easily, based on those kinds of requests. Given that 75% of Googlers never get past that first page of results, it’s vital that your site is optimized to get the best ranking possible.
3. Write as though you are talking to a friend
This especially applies if your customers are a young and fun crowd. Use a copy that they can relate to and enjoy. Contractions and slang are fine, if that’s the way your audience speaks. Have fun with your copy, but don’t go overboard on the hip lingo lest you sound like you are trying too hard. No matter who your audience is, being natural and authentic is key.
4. Don’t be complacent
To be sure that your copy is working, you need to constantly analyze results and change it according to analysis. Your customers are rapidly changing and what worked today may not work next season.
These are some great online tools that you can access to see whether your copy is hitting its mark:
CoSchedule – scores your headlines, assessing how effective they are.
The Hemingway App – ensures your sentences aren’t too complicated. It can pick out complications and suggest replacements.
Copyspace – ensures you have not plagiarized another copy or site.