Engage visitors to your website with relevant, original written content and they are more likely to stay on your website for longer, visit more pages and convert to a booking. However 55% of visitors spend less than 15 seconds on a web page (Tony Haile, CEO Chartbeat, 2014), so content needs to be immediately impactful. We do not read web content word for word either: we scan and skim, making the relevance and quality of the written text vital. The following are six ways to improve your website content.
1. Be creative and stand out
Great text allows your hotel to stand out and your brand to be identifiable and memorable. You know you have a product with unique selling points, but if your website text is generic, then how is a potential customer going to know that?
2. Have all text proofread
The standard of the written content on your website reflects directly on your brand. Errors reduce customer confidence. Will a potential customer feel happy about handing over the organisation of their wedding to a hotel whose website is riddled with spelling errors?
3. Use shorter, more definite calls to action
Vague, wishful phrases are not effective. It could be as simple as changing ‘Contact us for more information’ to ‘Book now’. Your homepage is most important for this. An effective banner headline or main title with action words will pull your audience in and induce them to stay on the site and act.
4. Target, inform and be brief
Your text needs to be concise, informative and should target your customers. Get to know your target market profile and then create your content to match their needs with minimum waffle.
5. Use fresh, original content
Update text regularly and add fresh, organic content to your website to keep readers engaged, stay relevant and improve search rankings. 72% of marketers say relevant content creation was the most effective SEO tactic (Ascend2, 2015).
6. Optimise using keywords
This is essential to improving your search engine rankings. Keywords should appear in page titles and main headings as well as within the text. However, you should avoid ‘keyword stuffing’ as search engines do not like this and neither do your readers. Including synonyms of your keywords is also a way of helping search engines understand what the text is about without detracting from the flow of the text.
In summary, well-written, relevant website content should form an important part of your content marketing strategy. It is a cheap and effective way of promoting your hotel. In fact, content marketing overall costs 62% less than traditional marketing and generates about three times as many leads. (DemandMetric).
Barbara Daly is a content writer, editor and proofreader with a special interest in the hospitality industry. Her background combines marketing, literature and hotel and leisure operations. She has over ten years’ experience and has recently launched her new website www.bdcontentwriting.com. She can be contacted on +353 87 6525530 or at [email protected] to discuss your ideas.