Six tips to help hoteliers craft content that converts

content-that-convertsAccording to experts, content on your hotel website is one of the most important factors in driving conversions but, chances are, it’s also one of the most overlooked. Good content helps improve visibility on search engines, communicates brand, and educates potential guests on services and amenities.

Here we’re focusing on six tips to ensure you’re getting the most out of your hotel website’s content.

1. Aim for simplicity

Write out a list of the key features or ideas you want every guest to know about your hotel. Narrow that list down to five items and use these items to drive all of your content, from descriptions to amenities.

2. Pick one or—at the most—two fonts

Too many fonts is distracting and guests will focus more on the fonts than on the content it’s describing.

  • eHotelier Essentials Banner
  • APN Solutions Banner
  • Duetto Trends Banner

3. Use active voice

Avoid phrases like “Guests are able to eat poolside,” and instead opt for “We offer poolside dining.” Active voices is more engaging and exciting to read.

4. Don’t over promise

It’s important to set guest expectations at the very beginning and it all begins with the way you describe your hotel. Stuffing your amenities descriptions with lots of descriptions can come off as too good to be true. Instead, focus on accurate and educational descriptions instead.

5. Ensure your calls to action (CTAs) are optimized for conversion

“Book Now,” “Check Availability,” and other CTAs tell you visitor to take an action and, most likely, make a purchase. Ensure your CTA is driving conversions by:

  • Use contrasting colors that stand out from the rest of your website but aren’t too jarring (e.g., lime green and hot pink).
  • Limit your CTAs to one per page.
  • Try new CTAs every few months in order to see what works and what doesn’t.
  • Don’t be overly wordy with your CTAs—aim for two to three words.

6. Search Engine Optimize (SEO) your content

If a potential guest searches for “hotel Atlanta March,” they’re inundated with results. Through SEO, you can ensure your property is at the top of the results page.

In order to improve your SEO, use keyword-rich phrases. Think about your ideal guest and what they would search for on Google. Then, incorporate those phrases into your content.

About the author

catlyn-origitanoCatlyn Origitano is the Content Marketing Manager at Sojern. Sojern, a data-driven performance marketing engine, works with top travel brands and independent hotels in North America, Latin America, Europe, the Middle East & Africa, and Asia-Pacific. Since 2007, Sojern has helped top travel brands like Avis Budget Group, British Airways, Carnival Cruise Line, Colorado Tourism, Emirates, IHG, Samsonite and Starwood maximize direct revenue and profitability by delivering consumers who convert.

Sojern’s new eBook Creating a Website that Converts: The Hotelier’s Guide to Driving Direct Bookings digs deep into what hoteliers can do to convert hotel guests. If you are looking to drive even more conversions on your hotel website, Get the guide.

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