It’s important to create quality content for your website. That means that when people visit your website, they find what they’re looking for. Sometimes it’s hard to succinctly describe your guest rooms, but that’s the information that people come to your website to find, and it’s important that you don’t disappoint them. If you do, they’ll quickly move onto another site that does answer their questions.
So here’s how to write quality copy that will both get people to your website and get them to stay there.
Be Grammatically Correct
The odd typo might be easily forgiven, but nothing says “I don’t know what I’m doing” like a series of spelling and grammar errors. Not everyone is the grammar police, but most readers notice when something’s incorrect, even if they’re not sure exactly what it it. Use spellcheck, but don’t assume it’s foolproof. Have someone else proofread your copy for both spelling and grammar errors, or come back to it after you’ve let it sit for a while, preferably a day or more. You’ll be surprised what you’ll find after the subject is no longer fresh.
Use Keywords and Phrases
Insert a little bit of SEO (search engine optimization) into your copy. If you’re hoping to be found when people Google “Soldotna B&B,” then include that in your homepage copy. Don’t include it too many times–that won’t help much and will look ridiculous–but don’t be afraid to include it more than once. Make sure it’s appropriate in the location(s) you’ve placed it (For example, write “Our Soldotna B&B is in a great location near lakes, trails and restaurants.”) and that it flows with the rest of the text. Remember that people will be reading your copy, and if it’s incomprehensible, no one will make a reservation. (Stay tuned to the blog and newsletter for more information on SEO.)
Know Your Audience or Target Market
Do you want families to stay with you? Older couples? Adventurous young backpackers? Write for them. If your target market is families with kids, highlight the kid-friendly activities available at your B&B or in your area. If you’re looking for the adventure-seekers, write about the hiking trails out the back door or the kayaks at the lake’s edge. Know your audience and let them know in what unique ways your B&B meets their needs and wants.
Discuss Benefits Instead of Features
There’s always an unspoken “What’s in it for me?” when visitors arrive at websites purporting to sell something. Benefits are the answer to that question. Instead of discussing all the great things about your B&B, even if they are great, discuss how they will make your guests feel or how they will meet those specific needs. For example, if you provide extra-cushy mattresses on all of your beds, don’t just write, “We have extra-soft mattresses on all of our beds.” Instead, write “You’ll arise refreshed and restored after a night spent dreaming on our extra-soft mattresses.” If there’s something worth noting about a feature, include it, but make sure the focus is still on the benefit to the guest: “Get the energy you need for an adventure-packed day with our scrumptious full breakfast, perfect for vegetarians.”
Provide a call to action
What is it that you hope people will do after visiting your site? Make a reservation? Then ask them! Make sure you include a strong, clear call to action. “Book now!” “Click here to make your reservation.” “Summer fills up fast, so don’t miss out. Make your reservation now!” Or any variation on that theme. Be creative, be detailed, but don’t be unclear. Your visitors will thank you–and they’ll make reservations.
These rules might seem painfully obvious, but it’s amazing just how often they aren’t followed. However, following them will result in some decent copy and a website you can be proud of. And, probably, a few more reservations.