How important is “whaled-up” travel website content for you?
If you’re a travel enthusiast, you probably know the feeling of browsing through travel website content and being mesmerized. You can almost feel the breeze of the exotic destination, hear the sound of the local music, and taste the flavor of the regional cuisine. You’re hooked, and you want to book your trip right away.
But if you’re a travel website owner, you know the importance of engaging travel website content. It may happen that you might be struggling to create travel website content that attracts and engages your potential customers. Writing website content that showcases your travel company’s unique offerings, can set you apart from your competitors, and convince your visitors to take intended action.
In this blog, we’ll share with you a complete guide to writing influential content for your travel website. We’ll show you how to:
- Understand your audience
- Develop a compelling narrative
- Incorporate visuals and multimedia
- Optimize your content for SEO
- Engage through social media and blogs
- And finally, keep your content fresh and updated.
And who are we, you ask? We’re Content Whale, the leading provider of website content and design services for the travel industry. With our expertise, we have helped many travel businesses like yours create captivating travel website content and designs, helping them stand out from the crowd. But enough about us, let’s get started with the guide.
You need to find answers to the following questions to tailor your content in such a way that you’re directly speaking to your audience:
- Who are they?
- What are their needs and preferences?
- What are their pain points and challenges?
- What are their goals and aspirations?
Once you know the answer to these questions, you are ready to develop a persona for writing compelling travel website content.
A persona? Persona is nothing but a fictional representation of your ideal travel customer based on research and data. Let’s understand from the below example:
- Name: Priya
- Age: 32
- Gender: Female
- Location: Mumbai
- Occupation: Marketing Manager
- Income: ₹1,00,000 per month
- Hobbies: Reading, yoga, photography
- Goals: To explore new cultures, learn new skills, and have fun
- Challenges: Finding time and budget for travel, balancing work and personal life, choosing the best destination and itinerary
- Motivations: To escape the stress of the city, to enrich her life with new experiences, to create memories with her friends and family
Creating personas like this will help you understand your audience better and write your travel website content that resonates with them. You can use tools like HubSpot’s Make My Persona to create your own personas easily.
Develop a Compelling Narrative for Travel Website Content
The next step to writing alluring content for your travel website is to craft a compelling narrative. You need to tell a story that captures the attention, emotion, and imagination of your target visitors. You need to make them feel like they’re part of the adventure and inspire them to take action.
Best structures to use for developing compelling narratives for your travel website content:
- Vivid descriptions – Describe sights, sounds, smells, tastes, and feelings of the destination.
- Personal anecdotes – Share your own experiences, insights, and tips.
- Local folklore – Add some mystery, history, and culture to your content.
For example, instead of writing:
Kerala is a beautiful state in South India, known for its lush greenery, backwaters, and beaches.
You can write:
Imagine waking up to the sound of birds chirping, the smell of fresh coconut, and the sight of palm trees swaying in the breeze. You step out of your houseboat, and glide along the serene backwaters, passing by quaint villages, colorful temples, and exotic wildlife. You stop at a sandy beach, and enjoy a delicious meal of fish curry, appam, and payasam. You feel relaxed, rejuvenated, and ready to explore more of Kerala, the God’s Own Country.
See the difference? The second version is more descriptive, personal, and engaging. It makes the reader feel like they’re experiencing the destination and makes them want to book their trip right away.
If you want to know more about narrative building through storytelling, see here.
Incorporate Visuals and Multimedia
Visuals and multimedia have the power to significantly improve your visitor count, retention time, and bounce rates. So, try to complement your words with images and videos that enhance the appeal of your travel website content.
Choose and integrate high-quality visuals that showcase the beauty, diversity, and uniqueness of your destination. How? Where? Here are a few ways to do it:
Use royalty-free stock images and vectors on:
Create your own infographics, creatives, etc., using:
Create videos, if possible, about the destinations, customer testimonials, Vlogs, etc., and embed those links after posting on:
However, ensure you align your content with a visually appealing website design. You need to choose a design that reflects your brand identity, enhances your user experience, and increases your conversion rate.
If you need professional assistance in creating a travel website design or travel website content that attracts the masses, you can contact us here.
SEO Optimization for Your Travel Website Content
Google and Bing are the most powerful search engines right now. Your travel website will only be visible to your target audience only if these platforms recommend it.
How will you make that happen? Through overall SEO optimization of your travel website and then by creating SEO-infused travel website content.
Following below are the updated SEO practices to help you optimize your travel website content:
a) Core web vitals: Metrics that measure your site’s performance, usability, and stability. They are a ranking factor for Google and affect your user experience. You should:
- Use Google Search Console, PageSpeed Insights, and Lighthouse to analyze.
- Improve your loading speed, interactivity, and visual stability.
b) Google passage ranking: Feature that allows Google to rank specific sections of a page for a query, not just the whole page. This means that you can rank for more long-tail and conversational queries, even if your page is not optimized for them. You should:
- Structure your content with clear headings, subheadings, paragraphs, and lists.
- Use relevant keywords and synonyms throughout your content.
c) Topics with search traffic potential: Topics that have high search volume, low competition, and high business value. You should focus on creating comprehensive and authoritative content that covers a topic in-depth, not just keywords. You should:
- Use tools like Ahrefs, Semrush, and Moz to find topics with search traffic potential.
- Use keyword clustering to combine related keywords and create content that satisfies multiple search intents.
d) Voice search and local search: Two of the fastest-growing trends in SEO. Voice search is when users ask questions using voice assistants. Local search is when users look for products or services near their location. To optimize your site for voice search and local search, you should:
- Use natural language, answer common questions, use schema markup, and optimize your Google My Business profile.
- Use long-tail keywords, location-based keywords, and question-based keywords.
e) Artificial intelligence and machine learning: Technologies that help Google understand user intent, content quality, and search behavior better. They also help you create better content, optimize your site, and analyze your results. You should:
- Use tools like GPT-4, RankBrain, and BERT to generate content, optimize your site, and understand your audience.
- Keep up with the latest updates and trends in SEO and AI.
SEO is an ongoing process that requires constant updates, analysis, and improvement. You must be aware of the latest SEO trends and update your content regularly. And if you need any professional SEO website content writing services, feel free to contact us.
Engagement Through Social Media and Blogs
Other than your On-Page efforts to make your travel website content better, there are two more ways that can complement your travel website.
a) Promoting your travel website on social media:
- Facebook, LinkedIn, Instagram, Twitter, Pinterest, Quora, etc.
b) Writing informative blogs that help seekers in their research:
- Own Website, WordPress, Medium, Blogger, etc.
How would you analyze the performance of these content pieces? Here are a few tools:
Now that you know, integrate your social media and blog strategies with your content creation. And ensure that content across all your platforms is consistent, coherent, and compatible in terms of branding elements. You’re building a narrative! Remember?
Relevancy through Fresh and Updated Travel Website Content
Now, you must know that this is a dynamic and continuous process.
As the trends change, you need to update your travel website content.
Whenever SEO guidelines update, you need to optimize your travel website content.
And whenever you’re experiencing performance drops, you need to improve your travel website content.
Basically, you need to update your content regularly to reflect the latest trends, news, and changes in the travel industry. Who are your helping hands in updating your travel website content?
- Tools like Google Trends, BuzzSumo, and Feedly to find out what topics are popular and trending in the travel niche.
- Tools like Grammarly, Hemingway, and ProWritingAid to check and improve your content quality, readability, and style.
- While Google Alerts, Mention, and Brand24 will help you monitor and respond to feedback, reviews, and mentions of your brand.
Another professional tool that will take care of all of these aspects for you:
- Content Whale – With the ability to create and update content that is fresh, relevant, and interesting. We’re all about relevancy and improving your travel website rankings.
The travel industry is a content-driven industry. Creative content writing is a must for any travel company to thrive in the market. When you are able to understand your audience, you can create compelling narratives to attract them.
By building a story around your travel brand, then SEO optimizing the story and selling it, you get yourself loyal customers. Sounds easy, right?
The world of Google, or Bing, if your care, is ever evolving. To actually do something note-worthy so that Google’s search engine page notices you, you need to make continuous efforts.
However, your continuous efforts must be going in the right direction. Towards building a brand that has a unique selling proposition among its peers.
You can either set up a team of talented writers or outsource your requirements to professional website content writing services like Content Whale at a fraction of the cost.
Good things take time, but the question is, do they really have to?
Here are the steps to travel website content writing:
- Build buyer persona.
- Define objectives.
- Stay away from complicated jargon. Keep it simple.
- Complement your text using visual elements.
- Write story-driven content and use narrative skills to build connections.
- Add links wherever necessary.
- Optimize for keywords.
Here are quick tips to promote a travel website:
- Write compelling and structured website content.
- SEO-optimize your website optimally.
- Write SEO-optimized value-adding blogs, at least 16 a month.
- Promote on social media using the latest trends to build relevancy.
- Use digital marketing tools until organic leads don’t break-even expenses.
- Keep writing blogs on various platforms.
Few tips to help with getting travel clients as a travel agency or agent:
- Build an online presence through the website, GoogleMyBusiness, and Social Media platforms.
- Optimize your digital channels to improve performance.
- Use SEM, and SMM services, to gain more clients.
- Write blogs, at least 16 blogs a month.