Five questions to ask your hotel website copywriting company.
The quality of your hotel website copywriting combined with your website design can mean the difference between a high bounce rate* and a high conversion rate. Research shows that a visitor will look at numerous sites in an effort to secure the best accommodation deals but how do you ensure that your website is their final search destination? Here are five questions to ask a copywriter to see if they can deliver on what they have promised.
Do you have experience with the hotel industry?
When evaluating hotel website copywriting companies, ask them if they have specific industry experience. Preferably you want to work with an agency that has operated with other companies in the hotelsphere and can show you samples of hotel copywriting, case studies and testimonials. While it is not necessary, ideally you want to work with an online marketing team that is aware of the unique challenges of managing a hotel.
Do you have experience with SEO copywriting?
Not only do you want your hotel website copywriting to be engaging and entice visitors to book your establishment, you also want your copy to be attractive to search engines. It is a learned skill to be able to seamlessly and organically insert keywords into hotel copy. It is preferable to hire a hotel SEO copywriter who is part of a full-service SEO company and can also help you with keyword research and optimising your website.
What hotel website copywriting opportunities are there on my site?
Hotel copywriting works best when it is a collaborative effort. Not only do you want to advise what copy you would like on your site, an online writer should be able to give you guidance on hotel content opportunities. Hotel websites by nature tend to be image heavy and light on text. The copywriter should make suggestions such as starting a hotel blog, adding news pages, uploading media releases, optimising landing pages and so on.
How will you keep the visitor’s attention?
Visitors searching on accommodation websites are looking to solve a problem – if travellers click through to your site and the copy does not fit their search criteria, they will simply exit (bounce) off your site. Supplement hotel website copywriting with intuitive internal link building and quality hotel web design such as large clear images, visible call to action buttons and so forth and ideally three steps or less to complete the conversion path.
How will you turn my visitors into customers?
Conversion starts with optimised landing pages where title and meta description tags closely reflect the content on the page. Hotel website copywriting needs to be aimed at travellers in every stage of the buying cycle and optimised for short tail keywords, such as ‘Sydney hotel’ which attracts people in the research phase, and long tail keywords, such as ‘Sydney hotel mid-week packages’ further down in the conversion phase.
With more people researching hotel choices online, in such a competitive market successful hotel copywriters need to be able to write for both travellers and search engines. Are you looking for a copywriter that specialises in writing copy for hotels and the tourism sector? To find out more about hotel website copywriting, contact Hotel Internet Marketing and discover the Web Design packages and services we provide.
* Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.
