What kind of content works on a top-notch tourism website? What actually engages the visitor to stay on the page longer and better yet -develop a genuine interest towards the company?
When a few small things are taken into consideration, it is easier to capture the attention of the visitor. The most important thing to take into consideration is the customer value proposition.
Who is your customer, what problem are you trying to solve for them, what are your customers’ needs and what will they gain from your services? By answering these questions you are well on your way of designing prime content for your website.
Answering these questions is also important because a website acts as a first impression -the first few seconds determine whether or not the visitor will stay on your site. The content on your website must be engaging not just for selling but for solving the customers’ needs in the best case. Also, keep in mind you may want to produce different content for your various target groups.
Make the first impressions count
Needless to say, what affects the first impression is the visuality of your site; pictures, videos, colours etc. Did you know that there’s research to show that visuality affects the customers ability to imagine themselves in your destination or using your product? Now you do. While it may not work to your advantage to have a 2 minute HD ad video on your site as it would slow it down, it will be beneficial to have relevant pictures and you may want to consider shorter clips.
Convince, link and create
Whatever you produce onto your website, the content has to be persuasive as this affects the customers’ attitudes towards your company and product. The tone in which you present your written points should also be consistent -this way you maintain credibility in the eyes of the reader. In addition, you should sound confident but not intimidating and the tone must tell the story of your business and be in line with what you offer.
A couple of tech-savvy pieces of content that are good to have would be online chats, relevant calls to action as well as reviews from your clients and perhaps even photos taken by your customers. Don’t forget to include your contact details or social media links either! If you’re for example writing a blog, it might be an idea to include a snippet from your content there as well.
Above all, your website content needs to tell a story, as stories are what appeals to us and make us engage with a brand. Don’t just lay out the facts and service attributes but tell the emotional stories around them.