Introduction to Content Writing for Hotel Websites
Content writing is integral for any hotel or accommodation business to effectively communicate with customers online and drive web traffic. Well-written content that is optimized for search engines and meets customer needs can boost a hotel’s online presence and directly impact bookings and revenue.
This guide provides hotel marketers and managers with information on developing an impactful content strategy tailored specifically for their website. It covers topics such as identifying content priorities, determining the right format and tone, optimizing content for search, and measuring success. Implementing the strategies discussed can help hotels engage more visitors and convert them into paying customers.
Defining Content Priorities
The first step is to identify the key types of content priorities that will be most relevant to target audiences. For most hotel websites, priority content areas typically include:
Hotel overview: Provide a description of hotel amenities, facilities, room types, dining options, etc. to give visitors a general idea of what to expect.
Room descriptions: Detail specific room categories with pictures highlighting differences such as beds, views, space. Include pricing information.
Activities/attractions: Highlight nearby points of interest, things to do, events to help sell the overall experience beyond just the hotel.
Dining options: Promote on-site restaurants with menus and hours of operation. Include nearby dining if applicable.
Meeting/event facilities: Showcase meetings/banquets amenities and capabilities. Include virtual tours if possible.
Local area information: Give visitors context on the surrounding neighborhood/city and how to get around.
Packages/promotions: Market any packages, rates or deals to target certain audiences.
User-generated content: Display verified guest reviews and photos to build social proof and trust.
Determining the Right Format and Tone
The format and writing style used for content depends on its purpose and target audiences. Some best practices for hotel website content include:
Use descriptive, conversational writing in the first person wherever possible to develop a friendly, welcoming tone.
Include high-resolution images and videos throughout to visually engage site visitors.
Optimize content for mobile by keeping paragraphs short and scanning easily on smaller screens.
Highlight key information in bold, italics or bullet points for easy scanning.
Employ storytelling techniques by featuring guest experiences or itineraries to inspire future bookings.
Incorporate formatted lists, tables and other visually engaging elements for things like amenities, packages or policies.
Maintain an consistent branding, voice and messaging reflective of the unique hotel personality throughout all content.
Optimizing Content for Search Engines
Proper search engine optimization (SEO) is crucial for driving organic traffic from keyword searches. Some methods for optimizing hotel website content include:
Conduct keyword research to identify high-volume, low-competition terms related to the business and location.
Optimize page titles and meta descriptions unique to each page with target keywords.
Add relevant internal links between content pieces to help search engines categorize information.
Use target keywords naturally in headings, subheadings, body text and alt text tags for images.
Publish fresh, high-quality content on a regular basis to keep content fresh for searchers.
Request business listings on search engines and directories to consolidate online presence.
Check pages load quickly on both desktop and mobile to provide a good user experience.
Measuring Content success
It’s important to track key metrics that provide insight into how effectively content is resonating and driving business goals. Some metrics hotels can track include:
Organic search traffic and keywords driving it using Google Analytics.
Number of pages visited and average time on site per user session.
Conversion rates from web visitors to phone calls, online bookings or other actions.
Social sharing of content pieces on hotel pages and profiles.
Guest survey feedback specifically related to usefulness of online information.
Website traffic changes before and after new content is published.
Online and direct bookings attributed specifically to content topics or campaigns.
With regular measurement and optimization, hotels can refine content strategies overtime to continuously improve ROI. Sticking to an editorial calendar keeps the website fresh and engaging for return visitors.
Conclusion
Developing high-quality, customized content focused around guest and business needs is paramount for hotel websites today. Implementing the strategies covered around priorities, format, SEO and measurement can boost a property’s online presence and direct more qualified customers through the virtual doors. Ongoing content marketing requires resources but pays big dividends when optimized effectively for today’s digital-first travelers.