Homepage copy: it’s easy to do, but it’s hard to do right. Finding language that is interesting and reflects your hotel’s unique features is difficult enough. When you add in the challenge of writing about your hotel in a compelling way, without overusing adjectives or underusing punctuation, it can feel like a job more suited to a Pulitzer winner than a hotelier. The challenge can be overcome, though. With a few basic guidelines to follow and an added twist of your own hotel’s personality, you can create homepage copy that draws in guests and makes them want more. We’ve created a guide to great copy that resonates with your guests, creates vivid mental pictures and draws on their emotions. Check it out!

1. HOWTO
WRITE
COMPELLING
COPY
FOR YOUR HOTEL WEBSITE

2. Writingcopyforyour
hotelwebsiteis
easy.... right?
You just put finger to keyboard
and type out the basics - make
sure you've got who, where, why
and how and you're done, right?

3. STOP RIGHT THERE.

4. There'salotmoretoit.
You've got a challenge ahead.
You need to find language that's
interesting and reflects your
hotel's unique features.
On top of that, your writing
should be compelling. Don't
overuse adjectives or under-use
punctuation.

5. Don't Panic!
We've put together
4 basic guidelines to
follow.
Those, along with a
twist of your hotel's
unique personality, will
help you overcome the
copy-writing challenge.

6. 1.
Create Vivid Imagery
with Clear, Crisp
Language

7. Your copy should create a 'mental
movie' in your guest's mind.
Something that draws them in and
makes them consider what it would
be like to stay at your hotel.
Use powerverbsand rich
adjectives to convey emotion and
meaning. Be careful, though!
There's such a thing as too much of
a good thing.

8. Here's a great example from the Powerscourt Hotel's
homepage:
“The Great Sugar Loaf Mountain is visible across the valley, between the
tall elegant beech trees. The avenue slopes down, through woodland,
before revealing the Palladian elegance of Powerscourt Hotel Resort &
Spa, with its breath-taking views. Located on the famous Powerscourt
Estate, one of Ireland's finest estates, with its historic house, beautifully
manicured garden and its waterfall, the highest in Ireland, you may be
just half an hour from Dublin but it could be a million miles away.”

9. The Powerscourt description
does a great job of using the
hotel's unique selling points
(the highest waterfall in Ireland,
close to Dublin, beautiful facade).
At the same time, it brings in
excellent adjectives and
descriptive language to bring
that mental movie to life in your
head.

10. 2.
Keep Sentences
Short and Sweet

11. “Writetothe
Chimpanzee
Brain. Simply.
Directly.”
-Eugene
Schwartz

12. In 'The Art of Plain Talk, Dr.
Rudolph Flesch recommends
that 70-80% of your writing
consist of short, snappy words.
They should be 'easy food' for
your brain.

13. Longer sentences break up the monotony and
should be used occasionally, but for the most
part? Keep it short and sweet. Here's an
example from Telluride of fast-paced, fun copy:

14. 3.
Light Up Your Copy
with Powerful
Adjectives

15. Cliched adjectives sabotage your
copy. The push the wrong
buttons in your brain - the ones
labelled 'skip' and 'ignore'.
How do you counteract that?
Look for accurate, vivid adjectives
(don't just say 'beautiful') and
'visual' verbs.

16. Remember:
Your goal isn't over-the-top, bloated
descriptions. Keep them crisp and
clean, but use a few carefully-
chosen adjectives to keep your copy
from drying out.

17. 4.
Show Off Your
Benefits to Guests

18. Simply listing your hotel's features
isn't enough anymore - if it ever
was.
You need to tell guests why those
feature matter. Transfrom your
features into benefits for your
guests.

19. Features tell guests what you
offer.
Benefits tell them what the
feature does forthem.
Showing benefits has been
proven to have huge benefits for
conversion rates : check it out

20. Your Features:
Ask yourself
'So what?'
to get...
Has a great spa and gym
A kids play area
A restaurant
A spacious conference
room
We have a health spa and
gym. After a busy day, you
can let your hair down,
unwind, and improve your
health.
We have a kids’ play area, so
you can indulge in quality
time with your significant
other or relish time with
yourself.
Want something to tickle
your taste buds but feel a
little tired? We’ve got you
covered! Just visit our hotel
restaurant.
Your Benefits:

21. Having the right
copy is critical.
By following the steps
above, you can create
homepage copy that packs
a powerful punch, engages
your potential guests, and
boosts conversions.

22. If you need help with your
website or have questions about
boosting your direct bookings,
get in touch!
Net Affinity is a technology, digital
marketing and web design company
working exlusively with the hotel industry.
We're dedicated to helping you grow your
direct bookings.
Get in Touch