By now, hotels are well aware that content within websites must contain specific keywords to rank higher on search engines. The thought behind this practice is that having a higher rank on Google gives the hotel a better chance of having customers book directly through their website, which leads to higher revenue. The downside to this practice is some hotels focus solely on stuffing website content with keywords without taking into consideration the quality of the writing. This can hurt your website in the long run.
Hotels should include essential keywords in website content; however, not at the expense of readability. Today, engaging content is more important than loads of keywords, and it also provides value to guests reading your website. All hotel copy should be written with guests in mind to enhance the online experience. Here are three easy suggestions to follow when it comes to writing content for hotel websites:
1. Quality Content
Hotel content in and of itself can be dry and dull. If you couple this with stuffed keywords, you have a recipe for disaster. The result will be unreadable content that will cause viewers to lose interest and possibly leave the website. Don’t drive traffic away from your site because your website’s copy is painful to read. Instead, keep your audience in mind when writing content so that it is engaging and provides value.
2. Be Honest About Your Property
In addition to having easily readable and engaging content, hotel websites must be honest about their property. If guests suspect that your hotel website is trying to portray an inaccurate image, they will flock to travel review sites to find information from previous guests. This could then lead to booking on a third party site. By portraying an accurate picture of your hotel upfront, you have the power to provide the information in an engaging way that will entice customers to book a room at your hotel.
3. Provide Information Your Guests Want
Finally, be sure to provide relevant information that guests are looking for upfront. Guests are on your hotel’s website to find information about rooms, amenities, price, and nearby attractions to name a few. When guests can readily find what they are looking for, they do not need to go to other sites to find necessary information about your hotel.