Words aren’t obsolete – Learn how to complement images
I always say, every hotel has its own story which should be shared on its website and social media platforms. But whenever I search for hotel photos, the lack of catchy descriptions bugs me. Don’t get me wrong – images speak a thousand words, and it’s pleasing to see wonderful imagery on websites and Instagram. Sometimes it’s enough, but why not complement it with attention grabbing captions?
After all, your photos should have a context and a story, give them an interesting insight! A study by ContentVerve.com found that bookings for a hotel increased by 200% only by making the Call To Action more relevant.
In the race of long tail keywords, Search Engine Optimization, UTM tracking etc., don’t forget the basics of content – words. Let me show how to harness their power –
Tell small details, show big picture
Luxury, 5-star properties in particular should write about compelling details to paint a mental picture. They bring the description to life, make them memorable, and add a lot to your visuals.
The TajMahal Hotel, New Delhi keeps the target audience in mind while devising captions, and uses the appropriate language
Keep one thing in mind though – whatever text you write, and however long it is, it should be easy to read. Also, I recommend using italics font to write native words.
Don’t write a novel on your hotel – keep it short and simple
I strongly recommend descriptions for all images, but it’s not an excuse to keep harping about a particular amenity. People’s attention spans are decreasing with day, especially on the web. The trick is to write short, catchy copy. That’s why you should go for content agencies. It’s their job to put feelings into concise words.
Also remember to include only information which is relevant. Sit with the content writer, and ask yourselves these questions – “Will this piece of info help my visitor turn into a guest?” If the answer is no, it shouldn’t find a place on your page.
Personalize your words
In my experience, personalization is the most important part of creating descriptions for visuals, whether it is for website or social media (even print materials for that matter). Each restaurant in your hotel is famous for different cuisines styles, service, etc. Then why should the descriptions sound similar! Vividly tell the stories of different suites, bars, etc. and encourage travellers to book with you. I know it looks time consuming (it should be!), but it is well worth the effort.
Answer the guest’s questions
Your average traveller visits more than 20 different sites before making a booking. There are some questions in his mind to which he wants answers, for example, related to price, location, Wi-Fi connectivity, cuisine, kids’ entertainment etc. Your website content should have answers to these questions. To keep it short, make a list of unique selling points of your hotel. Is your hotel close to the airport? Does it provide tours of the city? Incorporate these on to your page, and a person might just book with you if he has these questions.
Santa Barbara Hotel answers a question about their location in a subtle manner in their headline
Whether you write content yourself, or have hired an agency, keeping these basics in mind will directly affect your conversions. The best part is that it’s really easy to track. You just need to achieve the balance between providing information and creating a story to drive emotion. The goal is to ultimately drive bookings.
To continue doing that, do checkout my videos on the #AskAviArya show. Click here and see your revenue growing 10x – https://goo.gl/nUu4Qx