The problem we find time and time again with travel website copy is that it is often written as if it were a destination guide. As such it tends to be orientated around selling the destinations, rather than the holidays themselves. This month’s example is no exception to this. Have a read of the text as it was before, and then see if you can spot the improvements we’ve made.
Before
Argentina is a huge country with landscapes ranging from sub-tropical jungle and desert canyons to frozen ice-caps, and a range of cultures from the indians of Andean mountain villages to the Italian immigrants of chic Buenos Aires' La Boca district, birthplace of the tango. Wildlife abounds in unspoilt marshes, rainforest, windswept plains and along the Patagonian coast. You can take part in outdoor activities such as horse riding and polo, trekking in the Andes or across a glacier.
The robust, value-for-money cuisine features world-beating steaks and in the south, mouth-watering seafood. Not only can you savour the increasingly sophisticated wine, stay on a welcoming wine estate and watch the process in action.
You can travel around effortlessly but so vast are the open spaces that the feeling of remoteness is not compromised. An increasingly popular destination, Argentina has an ever-expanding choice of traditional or innovative hotels and ranches, estates and lodges offering a unique experience.
We offer group tours - Classic and Discovery Journeys - , tailor-made itineraries, estancia (ranch) stays for horse riding or general relaxation, and Patagonian cruises
After
Tours to Argentina
Our tours to Argentina will take you through magnificent landscapes ranging from sub-tropical jungle and desert canyons to frozen ice-caps. You will experience a range of fascinating cultures from the Indians of the Andean Mountain villages, to the Italian immigrants of La Boca district in Buenos Aires - birthplace of the tango.
Activities in Argentina
Our experienced tour guides know just where to find the most spectacular wildlife, and will lead you as you trek through unspoiled marshes, rainforests, windswept plains, from the Patagonian coast to the Andes. They will also advise on the best locations to take part in other outdoor pursuits such as horse riding and glacier trekking.
Accommodation
Our ever-expanding knowledge of Argentinean accommodation means that we can offer the best advice on where to stay during tours to Argentina, from hotels and ranches to estates and lodges. If you particularly want to savour the increasingly sophisticated wine coming out of the area, stay on a welcoming wine estate and see the process in action.
What we Can Offer
An increasingly popular destination, our tours to Argentina include an astounding range of activities and accommodation – both traditional and innovative. Our diverse range of discovery journeys, tailor made itineraries, ranch stays, Patagonian cruises and tours to Argentina really are the best way to experience Argentina.
Hopefully you will have been able to see some of the changes we’ve made for yourself. But here is an explanation of those all important web-writing principles we’ve used.
Sell Your Holidays, Not the Destinations.
The original text focused only on Argentina as a country, rather than emphasizing either why it was a good place to take a holiday, or more importantly why this particular operator is best company to take the holiday with. In the new text, the focus is on the company’s tours to Argentina, rather than just on the country, putting the company itself at the forefront of the text.
Use Headings
Large blocks of texts are not particularly user friendly on a website. People like to be given quick, clear indication of what the page is about, and will often not take the time to read a large section of copy. By breaking the text into sections and giving each section a subheading which accurately summarises its content, you present key information in a simple fashion. This means that people are able to immediately understand what the page is about, whilst also making it much easier to read.
Choose Your Words Wisely
Whilst the original text was very descriptive, it did not incorporate any salesmanship. The new text is filled with enticing adjectives, emphasising not only how exciting it is to visit Argentina, but also informing the visitor of the company’s expertise in tours to Argentina.
And If You Really Want to be Top of the SEO Class…
Finally, and if you really want to win at the SEO game, you should key phrase enrich your copy. In the old text, there were no phrases used throughout the text that made it emphatically clear that the text was about holidays or tours in Argentina. This makes it difficult for a search engine to know what the page is about. Within the new text, you will see that the phrase ‘tours to Argentina’ is repeated several times throughout, informing search engines exactly what the page is about, and letting visitors know what is on offer at the same time.
If you decide to rewrite the copy for your website it is important to bear in mind that web users don’t read in the same way as people reading brochures do. You must also be sure to approach the text with both the visitor and the search engine in mind. Finally, don’t immediately discount the existing brochure copy, just re-jig it with the Internet user in mind. Don’t be afraid to let out the salesman inside of you and the results will be clear from your traffic and your conversions.
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