So, how do you ensure you’re ticking all the boxes? By following our list of essentials for the perfect travel page, of course!
Essential elements for the perfect travel page:
You can distil the perfect travel page down to 7 core elements. Use these and you’ll be well on your way to success. Take a look:
1. A goal
Every piece of content you write should have a goal. This might be to increase conversions, educate the reader, or encourage downloads. While these conventional goals still apply to travel pieces, we need to consider another set of goals for this type of content.
Trips abroad come with their own goals, so your piece should also align with these. These goals could be almost anything (depending on the traveller), so here are a few examples:
- Seeing elephants, lions and other wild animals on safari
- Climbing Kilimanjaro
- Unearthing the history of Ancient Greece
- Discovering new experiences in south-east Asia
Your whole piece should be framed around this travel-related goal. You can mention other things along the way – e.g. if the piece is about Greece you could suggest famous, traditional dishes to try – but your main goal must be achieved by the end.
2. A clear structure
The perfect travel page is clear, easy to read and helps the reader digest (and remember) key information. This all comes from having a good structure in place.
You must plan this structure in advance, before you even begin researching your destination. Remember, you need to take your reader on a journey if the piece is to be effective, so we suggest providing information in a logical order. This could be:
- Arrival, orientation and exploration
- Chronological – day-time activities, leading to night-time excursions
- Geographic areas
- Types of activities (outdoor, indoor, historical, family-friendly etc.)
- Something else entirely!
The perfect travel page must have a beginning, middle and end – just like a story – and it should help the reader reach their goal.
Subtly weave in crucial points that meet the reader’s needs and address questions they’re likely to have. Use short sentences, subheadings and bullet points to help them digest and navigate key information.
The format of the perfect travel page must be such that it can be reused for other pages on your site – irrespective of the destination you’re writing about. After all, if you’re writing one page, it’s likely you’ll have several others to write to populate your site.
Page structure should remain the same throughout, for consistency, ease of reference and ease of writing. A consistent format will engage the reader, and boost your brand’s credibility and authority.
3. A good hook
There are thousands of travel pages out there, so your pages need to stand out from the crowd. A snappy and engaging opening to attract the reader is vital, otherwise they’ll leave your page immediately.
Let your page paint a picture, using illustrative language and metaphors. A touch of humour, dialogue and drama can all work, too!
The hook must be relevant to the reader and his or her goal, so you need to identify both. Use audience personas to establish who your readers are, where they are in the sales funnel and why they’re looking at your site.
4. Practical information
The perfect travel page provides practical information in a friendly, engaging and illustrative manner. It should be much more than a set of instructions/encyclopaedia entry, with plenty of practical information, such as:
- Where – Identify where the location is and educate the reader about the area’s geography.
- What and why – Outline activities the reader can do, and back this up with reasons why they might want to.
- How – Deal with the nitty gritty; explain how to get around (bus, car, tuk-tuk etc), and how to sign up for activities. Your reader should be able to return to this page and use it as a guide while on holiday.
Anyone aiming to write the perfect travel page will know that accuracy is key to success. You need to be certain about the information you’re giving, or your reader simply won’t trust you.
So, as you’re writing, check that the information you’re providing corresponds to that of industry leaders (such as TripAdvisor, Kayak and Skyscanner).
Also, where possible, double check that what you’re saying matches up with reality. If it doesn’t, you could get a grumpy comment/review later – and no one wants that!
6. A variety of information
The practical stuff is undeniably important, but the perfect travel page also needs some variety.
You don’t want your reader to become bored, so build on the facts and create engaging content using:
- Real-life encounters/dialogue
- Factual background info
- Historical detail
Embellish your page by describing scenes to inspire the reader and capture their interest. For example:
“From the colosseum’s main viewing area, you can glimpse the dark dungeons where prisoners were kept, and the tunnels from which lions came roaring out to meet the heroic gladiators.”
7. Vivid language (avoiding clichés)
It can be tough, but the perfect travel page should strike the right balance between content that’s vivid and engaging, whilst avoiding clichés and repetition.
We’ve seen too many travel descriptions describe locations as ‘bustling’ and ‘diverse’, but this really doesn’t add much to the conversation. After all, these same words could be used to describe the busy streets of New York, or a night market in Marrakesh!
The more specific you are, the more vivid your descriptions will be. If you use original and exciting phrases it will spark the reader’s interest. If you don’t, they’ll just disengage and look elsewhere.
Include these essentials and use our tips for awesome content, and you’ll be very close to creating the perfect travel page. Why not try writing one today?