You are here: HomeDigital sales resources
  • How to optimise copywriting and content on your website Print Page
  • In this section

    Refine by:

    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.

    Find

    How to optimise copywriting and content on your website

    10 August 2016

    Image showing keyboard with light bulb graphic

    Is the content on your website encouraging bookings? Good copywriting and inspirational content can fire the imaginations of potential customers when they are browsing through your website. It can set you apart from your competitors but the secret lies in doing it the right way. We’ve lined up a few tips to help you make the most of your content and copywriting for your business.

    Know your audience

    The first step towards creating content of any kind is to know and understand the mindset of your customers. What motivates them to take a holiday? Are they looking for a couple’s retreat in the countryside? Or a high energy break in the city? 

    Drawing up ‘customer personas’ or profiles of your customers can help you with this process. If you can identify their ‘pain points’ e.g. family pressures/overwork then you can show, in your content, how you can provide them with a solution to these problems by offering them a relaxing holiday. A good way to achieve this is through ‘telling a story’ with your content.

    SEO

    In order to generate bookings you first need to optimise your search engine rankings. It’s possible to enhance your SEO by doing keyword research and incorporating high performing keywords in your copy. You can undertake keyword research using Google Keyword Planner.

    Headlines

    On her website, digital marketing consultant Lilach Bullock recommends that you use a search query as the basis for your headlines. Your content is more likely to appear high in the rankings when a potential customer executes a search using these exact words.  

    Social media strategy firm Buffer recommends that you use a number in your headline to enhance its appeal e.g. ‘Top 10 things to do in Kerry in September.’ List posts generally perform well in terms of content and tend to be shared more often.

    Paradoxically it can sometimes be a good idea to use a seemingly negative word like “Stop” or “Don’t” in your headline e.g. ‘Stop putting off your next holiday; why you need to take a break in Wexford right now!’  Hinting at scarcity can sometimes incentivise potential customers to make that booking e.g. ‘Don’t miss out on a fantastic holiday with us in September.’

    Images/video

    Great content doesn’t just rely on text alone however, and including inspirational video and imagery on your website can set you apart from your competitors. You can source imagery from Ireland's Content Pool which is free for you to use to promote tourism in Ireland, once you credit the copyright owner.  You could also consider uploading a professional video to your website – a 360 degree view of the inside of your hotel for example. Alternatively you could consider uploading an interview with a member of staff offering some useful tips about what there is to see and do in your area.

    Social media links aand testimonials

    Don’t forget to include links to your social media channels on your website and remember the importance of testimonials as social proof on your website. A link to your Trip Advisor profile is one way of ensuring that your past customer reviews are just one click away from your next customer.

    Sign up for a Business Supports Webinar here.

    Research keywords with Google Keyword Planner.

    Discover Lilach Bullock’s guide to writing great headlines.

    Check out Buffer’s guide to copywriting.

    Download imagery from Ireland’s Content Pool

    View our webinar on how to optimise copywriting and content on your website