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copywriting

Friday Freebie: How to Write Hotel Website Copy That Sells

July 22, 2016 • By

FridayFreebie-Tambourine

Welcome to the Friday Freebie!

Each week we share one free impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.

This week’s freebie: Get more people to read your hotel website with these simple changes. 

Attention spans are shorter than ever. Studies have shown that the age of smartphones and endless streaming content have lowered the average attention span to eight seconds. EIGHT SECONDS. This puts a lot of pressure on hotel marketers to entice, engage and convince all within that tiny time frame.

So, what’s a hotel marketer to do to drive their website visitor closer to making a reservation? How can you maximize the mere seconds someone is on your hotel website, your ultimate highest margin channel?

People now scan online content, instead of thoroughly reading each and every amazing detail of your property. The secret to holding a visitor’s attention and making an impact is simplicity. Mainly writing less, making each word count, and making the copy easy on the eyes.

Here are a few ways to do that:

  • Break up content in quick-and-easy chunks, instead of using long paragraphs.
  • Get to the point and cut the fluff.
  • Determine which copy can be replaced by a stunning image or video instead.
  • Use headers and subheading to separate distinct categories.

Get the rest of our hotel website copy tips here: Want People to Actually Read Your Hotel Website? Here’s How.


 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Copywriting, Direct Bookings, Guest Experience, Hotel Marketing Advice, Hotel Revenue, Website

Want People To Actually Read Your Hotel Website? Here’s How

September 22, 2015 • By

image1

You want all of your customers to know your property intimately.

To love it.

To book it over and over again.

“And, they would,” you tell yourself. “If only they would just go to our website and read all the beautiful details of what makes us so spectacular!”

But, here’s the harsh reality – your customers AREN’T consuming every inch of your hotel website design. And, truthfully, they never will. Same goes for your blog posts and marketing emails.

In fact, a recent eye tracking study shows that, on average, people are absorbing only 20 percent of your web content.  And according to eConsultancy: “the majority of people read online content in an ‘F’ pattern. The image below shows you what the F pattern looks like. It is a heat map, so the red parts are where people spent the most time looking and the blue parts the least time."

image2Before you get frustrated and fire your copywriter, here’s why your customers aren’t reading your web copy:

Why Don't People Read?

•   It’s too tiring to read text on a computer screen. In fact, your eyes move about 25 percent slower online versus reading on paper.

•  People have smaller-than-ever attention spans and are suffering from information overload. Online visitors are searching for specific information and if they can’t find it with a simple skim of your site, they’ll bounce.

•  Web users want to feel as if they are driving their online experience by clicking on links and "moving" around. If they are stuck reading lengthy copy online, they feel unproductive.

Reading is Out, Scanning is In...

•  Don’t dismay. This doesn’t mean your hotel website and online marketing copy is useless. You just have to write for the modern user, who is simply skimming and scanning your hotel’s website.

•  The solution is simple: Write less and use formatting to capture and hold attention.  This makes content easy to digest.

The Secrets to Getting People to Read Your Website 

Here are a few tips for writing hotel website content that recognizes skimming and scanning behavior:

1. Keep paragraphs short – about two sentences long.

2. Get to the point, and quickly. Write your most important points at the beginning of sentences or paragraphs.

3. Use bullets (like we’re doing here) to break up content.

4. Use subheadings (also, see how we use them in this post) to break up groups of thoughts.

5. Add relevant links. Don’t just mention attractions that you are close to. Link out to them.

6. Emphasize your most important points by bolding them.

7. Leave plenty of white space.

8. Make each word count. Since you’re writing less, make sure the words you DO use are poignant and not generic.

9. Use photos. Instead of speaking wax poetic about your relaxing pool deck, show a stunning photo instead.  READ: A Picture is Worth a Thousand Bookings

About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Content Publishing, Copywriting, Guest Experience, hotel marketing, Hotel Marketing Advice, Marketing Advice, Mistakes to Avoid, Web Design, Website