Category: Copywriting

Genevieve in a bright red dress and patterned coat writing in a notebook by the sea, symbolising thoughtful travel copywriting and deep connection with place

Homepage copywriting for deep travel businesses

Genevieve White / May 31, 2025

The age of bucket-lists is over. Deep travel is here – and your homepage copywriting needs to get with the programme. The latest One Planet Journey newsletter says it plainly: travellers are craving more meaningful and purposeful experiences. Your homepage should not only reflect this shift, but actively guide people toward it – while showing them that your business is the best choice to get them there. This isn’t just about glossy photos and top-ten lists. Deep travellers are looking for something more. They want substance. They want stories. They want to feel understood. And that all starts on your homepage. Here’s how to make sure it doesn’t just look good – but actually connects with the kind of guest you want to attract. Understand who you’re talking to If you’re writing copy for your travel business, figuring out your ideal guest is always important. But when you’re trying to speak to deep travellers? It’s essential. These are the people who arrive with clear intentions, specific curiosities, and often a well-researched sense of what they want from their trip. They’re not just looking for a holiday. They’re looking for an experience that’s in tune with their interests and their values. That’s why I spent the entire first chapter of my book Boldly Go talking about how to identify and connect with your ideal guest. And it’s no coincidence that it’s not just the first chapter, but also the longest. Not because I started the book full of energy that dwindled later (promise!), but because I genuinely believe this is where the magic begins. Nail this, and so many of your writing headaches start to melt away. And if you want a shortcut? Download my free Dream Guest Decoder. It’s designed to help you get crystal-clear on who you’re speaking to – so you can write in a way that really talks their language. Your homepage should show that you know your people. Speak directly to the values they hold. If your audience cares about sustainability, slow travel, or supporting local communities, say so. Show that you see them, and they’ll start to see themselves in your brand. Create a vivid picture Sure, a well-placed bullet point can still be useful. But if your homepage reads like a brochure or a checklist, you’re missing the chance to make an emotional connection. Try not to simply list attractions, features, or generic highlights like ‘close to the beach’, ‘free Wi-Fi’, or ‘local cuisine’. If you’re a tour provider, bumswerve bland itinerary copy like ‘visit the museum’ ‘stop at viewpoint’, or ‘lunch at local restaurant’. These might tick boxes, but they won’t do any more than that. Deep travellers want to imagine themselves in your world. So use language that stirs the senses. Describe the morning air before a hike. The laughter around a shared table. The quiet thrill of learning something new. What will they feel, learn, remember? That’s what your homepage should speak to. Start a conversation, not a sales pitch Or as I said in a recent LinkedIn post, a first date. Think of your homepage not as a sales pitch, but as the start of a conversation. And every good conversation needs a next step. A strong call to action (CTA) might be an invitation to join your email list, access a local guide, or download something meaningful like a packing checklist, or a sample itinerary (sometimes described as a lead magnet, though I have to say this term gives me the boke). You’re not trying to close the deal – you’re trying to build a bridge. But it should always answer this: what’s in it for them? Make it clear. Make it human. And please, skip the pushy pop-ups. Nobody likes those. Keep the connection alive Deep travel doesn’t end when your guest says ‘goodbye’. The most thoughtful brands continue the relationship. They stay in touch, share stories, offer reflections. This could be as simple as sending a follow-up email with a personal note, sharing a favourite recipe from the region they visited, linking to a story that ties into their experience, or asking for feedback with a thoughtful prompt. Keep the tone warm, generous, and curious. That’s where email comes in. Your homepage should make it easy to sign up, sure. But more importantly, it should let people know what kind of connection they can expect. Not spam. Not salesy nonsense. Just ongoing value, trust, and story. If you’re serious about homepage copy for travel companies, this is your chance to show it. Need more help? This is where story-rich homepage copywriting comes in. And where I can help you. If you’re ready to attract travellers who care: Grab a copy of my DIY travel and tourism copywriting guide, Boldly Go. Join my email community, Club Campion (currently running a free mini About page copy course ) Subscribe to my YouTube channel and watch interviews with travel professionals such as Richard Lindberg and Kerstin Devine. Because meaningful travel starts with meaningful words. And those start on your homepage. Section Title Homepage copywriting for deep travel businesses ByGenevieve White May 31, 2025 Copywriting,Insights The age of bucket-lists is over. Deep travel is here – and your homepage copywriting needs to get with the programme. The latest One Planet Journey newsletter says it plainly: travellers are craving… Read More Turn Travel Testimonials into Story-Driven Copy ByGenevieve White May 21, 2025 Copywriting,Insights Woop, you’ve got a glowing 5-star review. Now what? If you just plonk that quote under a smiling photo with a generic heading like “What our clients say,” you’re missing a golden opportunity. Because… Read More Homepage Copy That Converts: Start With Your Dream Guest ByGenevieve White May 16, 2025 Copywriting,Insights If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest… Read More Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why

Copywriting, Insights

Turn Travel Testimonials into Story-Driven Copy

Genevieve White / May 21, 2025

Woop, you’ve got a glowing 5-star review. Now what? If you just plonk that quote under a smiling photo with a generic heading like “What our clients say,” you’re missing a golden opportunity. Because testimonials aren’t just social proof. They’re real stories, told in your guests’ own words. And so often, they’re choc-a–bloc with emotional detail, cultural insight, and moments of personal transformation. And that’s gold dust for you and your potential guests. How to get story-rich travel testimonials “Had an amazing time!” is all very well. But it doesn’t tell future guests why it mattered—or how it might matter to them. The best testimonials reflect a journey: curiosity, discovery, connection. They answer the unspoken question: “Will this experience help me feel more connected, more alive, more human?” So when you ask for feedback, go deeper: What did this experience teach or reveal to you? What moments stayed with you long after the trip? How did it feel to connect with local people, culture, or nature? Use guest feedback to uncover stories Your ideal guest ain’t likely to be swayed by marketing jargon. Hate to break it to you, but it leaves most of us cold. They’re moved by real stories that they can relate to. So when someone describes their experience in their own words, pay attention. Listen for: Personal revelations (“I never knew a cooking class could feel so intimate.”) Cultural appreciation (“Sharing that meal in Maria’s home was the highlight—it felt like being part of the family.”) Emotional shifts (“I arrived feeling burnt out; I left feeling grounded.”) Quotes like this are the building blocks of copy that feels true. It’s less salesy and a lot more likely to speak to your ideal guests. Share travel testimonials that reflect your ‘why’ Don’t let your best reviews languish in a carousel. Place them where they reinforce what you stand for: Near CTAs that promise connection, not just convenience On your About page, showing your impact through others’ eyes Alongside itineraries or experiences, to bring them to life Match the story to the message: Talking about local partnerships? Highlight a quote about a meaningful local encounter. Promoting sustainable travel? Feature a guest who appreciated the slower pace and smaller groups. How to edit travel testimonials without stealing their soul It’s okay to lightly edit testimonials for grammar, clarity, or flow as long as you preserve the speaker’s intent. Keep it honest, and always get permission if you’re making bigger changes. Break longer quotes into paragraphs. Highlight key phrases. Make them easy to skim. And if you’re short on text? Pair the quote with a photo or short backstory. A testimonial doesn’t have to be long to be powerful. Turn travel testimonials into copywriting themes for your brand Once you start gathering deeper, story-driven feedback, you’ll notice themes. Maybe people keep talking about how relaxed they felt. Or how much their kids loved it. Or how this was the first time they felt truly immersed. Those phrases? They belong in your homepage, your email subject lines, your About page. Because when you speak your guest’s language, they feel seen. And when they feel seen, they book. Want help turning your guests’ stories into bookings? I help travel brands transform surface-level praise into story-rich messaging that speaks straight to the deep traveller’s heart. Your past guests may already have the words you’re searching for. Need a guide? Grab my free download: The Dream Guest DecoderNeed more of a helping hand? Let’s work together to shape storytelling that sparks bookings Next steps: get clear on who you’re writing for If you want your testimonials—and all your messaging—to resonate more deeply, you need to know exactly who you’re speaking to. That’s where the Dream Guest Decoder comes in. It’s a free resource bundle designed to help you get laser-focused on your ideal guest. Inside, you’ll find a private podcast episode inspired by the first chapter of my book Boldly Go, packed with practical tips on identifying your dream audience and speaking their language. If you’re ready to go beyond vague praise and start writing for real people, with real stories, and real booking potential— Grab your Dream Guest Decoder here and start writing with clarity and confidence. Want to learn more about how to apply this thinking to your homepage? Read my guide to writing a homepage that hooks here. Section Title Turn Travel Testimonials into Story-Driven Copy ByGenevieve White May 21, 2025 Copywriting,Insights Woop, you’ve got a glowing 5-star review. Now what? If you just plonk that quote under a smiling photo with a generic heading like “What our clients say,” you’re missing a golden opportunity. Because… Read More Homepage Copy That Converts: Start With Your Dream Guest ByGenevieve White May 16, 2025 Copywriting,Insights If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest… Read More Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why We Use Them ByGenevieve White May 8, 2025 Insights “A hidden gem nestled in the heart of…” I’ve seen it more times than I’ve been asked if Shetland has trees. (And that’s saying something.) Yesterday I asked on LinkedIn: What’s the most… Read More How Boldly Go Was Born (and Why I Wrote It For You) ByGen White May 5, 2025 Insights How Boldly Go Was Born (and Why I Wrote It For You) You know how it feels when you come across yet another travel website, full of stock photos, vague promises and copy as beige as the carpet in my… Read More Lookers into Bookers: The tourism marketing blueprint ByGenevieve White February 18, 2025 Insights Lookers into Bookers by Chris Torres – A Tourism Marketing Must-Read Back in December, I was lucky enough to welcome Chris Torres as a guest on my LinkedIn Live series, where we chatted about his book… Read More Your website copy

Warm and welcoming scene with coffee and popcorn by the fire, symbolising the comfort and clarity your travel homepage should offer your ideal guest

Copywriting, Insights

Homepage Copy That Converts: Start With Your Dream Guest

Genevieve White / May 16, 2025

If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest. Because if you don’t know who you’re writing for, your homepage copy will end up being vague, generic, and about as exciting as an all-inclusive buffet on day five. This came up again and again in the latest Tour Pro Talks I hosted with the brilliant Susanne Michelus. We got into the nitty gritty of how to write a travel homepage that actually works — and spoiler alert: it’s not about stuffing in buzzwords or showcasing every single offering you’ve ever dreamed up. It’s about knowing your people so well that your homepage copy sounds like it’s speaking directly to them. Because it is. Why knowing your ideal guest matters Your ideal travel guest isn’t “everyone who likes holidays.” They have specific dreams, quirks, hesitations, and hopes. And if you don’t know what those are, you’ll fall into the trap of writing copy that tries to appeal to everyone and ends up speaking to no one. Your homepage should feel like a warm welcome. A virtual nod that says, “Yes, this is for you. Come on in.” Speak in Their Voice This goes beyond age or location. This is about personality, mindset, and motivation. What are your dream guest’s travel dreams? What are they worried about? What lights them up? To get this right, you need to do a bit of digging. Scour your DMs, email enquiries, and customer reviews: the gold is in the words they already use. What do they call the kind of experience you offer? What do they say they’re craving or struggling with? Mirror their language. Use the kinds of words and phrases they would use. When your reader thinks, “Wow, it’s like they read my mind,” you know you’re doing it right. Include Them in Your Story Too many travel websites open with “We are passionate about…” and never quite get around to the part where the guest shows up. Flip the script. Your guest is the hero. You’re the trusty guide. So tell your story in a way that includes them — show them how they fit into the picture. Instead of saying, “We’ve been providing unforgettable travel experiences since 2003,” try, “You’ve been dreaming of escaping the ordinary — and we’re here to help you do just that.” Or swap “We offer bespoke cultural tours” for something like, “Wander through hidden laneways and family-run vineyards with guides who feel more like old friends.” The more your copy feels like it understands the reader’s hopes, hesitations, and bucket-list dreams, the more likely they are to think, “This is it. This is who I’ve been looking for.” Be Specific or Be Forgotten This is the bit where a lot of travel brands get stuck. If you’re not 100% sure who you’re speaking to, your homepage starts filling up with phrases like “unforgettable memories” and “tailor-made escapes.” The truth is that no one remembers a generic promise. Specificity builds trust, curiosity, and connection. And to get specific, you need to know your ideal travel guest inside and out. What Knowing Your Ideal Guest Looks Like Need an example of a brand that knows exactly who they’re for? Let’s talk about Camp Wandawega. We talked about them in Tour Pro Talks, and I couldn’t resist raving about their manifesto of low expectations. It’s tongue-in-cheek and totally brilliant. These guys are not afraid to repel the wrong guests. They lean into their quirks, and as a result, attract guests who love what they stand for. That’s what confidence in your ideal guest looks like. Ready to Write a Better Homepage? You need the Dream Guest Decoder. If you want to get crystal clear on who your homepage is actually for, I’ve got just the thing: A private podcast episode inspired by the first chapter of my book Boldly Go where we get into the whole dream guest thing, with some indispensable tips for figuring out who you’re talking to and how to win them over with words Plus, the Dream Guest Decoder: a free, practical tool to help you figure out exactly who you’re writing for, and how to speak their language. Get your Dream Guest Decoder package here. Final Thoughts: Don’t Try to Please Everyone Your travel homepage doesn’t need to say everything. It just needs to say the right thing to the right person. Know who you’re writing for. Speak their language. Don’t be afraid to say “this isn’t for you” — because that’s how you create real connection with the people who matter. And remember, clarity isn’t just a nice-to-have. It converts. More on this in the upcoming Tour Pro Talks newsletter recap — keep an eye out! And don’t forget to grab your Dream Guest Decoder today to start getting clear on who you’re really writing for Section Title Homepage Copy That Converts: Start With Your Dream Guest ByGenevieve White May 16, 2025 Copywriting,Insights If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest… Read More Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why We Use Them ByGenevieve White May 8, 2025 Insights “A hidden gem nestled in the heart of…” I’ve seen it more times than I’ve been asked if Shetland has trees. (And that’s saying something.) Yesterday I asked on LinkedIn: What’s the most… Read More How Boldly Go Was Born (and Why I Wrote It For You) ByGen White May 5, 2025 Insights How Boldly Go Was Born (and Why I Wrote It For You) You know how it feels when you come across yet another travel website, full of stock photos, vague promises and copy as beige as the carpet in my… Read More Lookers into Bookers: The

Copywriting

Your website copy audit: what to expect.

Genevieve White / November 17, 2024

What to do if your website isn’t getting you the leads and the bookings you’d like? Okay, so maybe you’re getting a query here, a tyre-kicker there. But that’s hardly the steady flow of bookings you need to thrive and survive. You’ve read and reread your own words so many times that they no longer make sense. You can’t separate the good from the bad and the downright ugly. It’s all…just…words. And now you’ve decided it’s time for a fresh pair of eyes to figure out what’s not working. No, not your partner or your best pal – someone who knows their way around words. And sales. And the tourism and travel industry. What you need is a website copy audit. Who you need…well, we’ll come to that later. For now, let’s talk about copy audits: To find out, keep reading. What is a copy audit? A copy audit lets you see how the words on your website come across to potential customers. Your auditor will start by getting a feel for your copy as a whole. How clear is your overall message (will your customers understand what you offer?) How does your tone sound? Is your structure strong – does it take your customer gently by the hand and steer them where you want them to go? After getting a broad picture, the auditor starts to break things down. They will seek out cliches, fluff and ambiguous language. They will also look at: If there’s something you really want to focus on (perhaps you’re worried you sound too formal, for example) you can mention this to your auditor before they start work. A copywriter who knows what they’re doing will have no difficulty in spotting issues like this, but it’s always useful to hear things from the customer’s perspective. What’s the first step? Your words and website don’t exist in a vacuum. They’re a vital part of your business branding. So any good copy audit should have, as its first step, some fact-finding from the auditor. Personally, my first step is to send my audit customers a detailed questionnaire. The information you provide me helps me find out more about your business, your goals and any challenges you may be facing. And, if there’s anything else I need to know before I get started, I’ll send you some follow-up questions. How personal does a copy audit get? As well as focusing on the areas outlined above, a copy audit may identify issues that are specific to your writing. For example, you may have a tendency to opt for cliches. Or perhaps you have a penchant for the pasive voice. No two copy audits are the same, as everyone has different areas they need to focus on. How detailed is the feedback? You can expect a two-page PDF with detailed feedback on your copy. Included in the PDF is an action plan, so you know the issues you need to address and in what order. Who’s going to do my copy audit? Copy audits are usually carried out by copywriters. That’s because when it comes to: …we know our stuff. But, as you’ll know, there are loads of copywriters out there. Each one with a sparkly website promising you the world on a plate – if only you’ll sign up to their services. How can you choose the one for you? Here are a few tips: And, at the risk of sounding forward, perhaps I can recommend myself? As a travel and tourism copywriter, I spend my days helping businesses like yours. I spend a LOT of time writing and rewriting websites, and I’m familiar with common copy issues, and how to fix them. As a former teacher, I’m used to giving constructive feedback. I won’t tell you your writing’s rubbish, but I will flag any issues and tell you how you need to fix them. No more second-guessing what your customers are making of your website and posts. You’ll know where your copy is falling short and what to do about it. My website copy audit is currently priced at £99.00.

Photo of a mic to illustrate LinkedIn Live for Tour Professionals

Copywriting, Insights, Visibility

Tour Pro Talks needs you!

Genevieve White / May 13, 2024

On my weekly LinkedIn Live broadcast this week, I’ll be speaking to Daniela Robinson about how learning German can be a key factor in offering German guests a 5-star experience. I’m looking forward to this for two reasons. Firstly, I’ve been following Daniela on LinkedIn for some time, and I know she’s got heaps of fascinating things to say on the subject. Secondly, this is the tenth instalment in my Tour Pro Talks series. And that’s cause for a little celebration, don’t you think? If you work in tourism and/or you’ve got something to say that might interest your colleagues, then read on – I need your help! Then and now People often congratulate me on having the idea for Tour Pro Talks, but I can’t take the credit. It was the brain-child of my amazing business mentor, Rachael Roberts. When Rachael first suggested it, my first thought was, quite frankly, ‘Eek!’ The thought of hosting a live video interview was terrifying (How on earth would I find interviewees? Who would watch? How would I handle the tech?) but I decided to go for it. And I’m so glad I did. The first episode went amazingly well. I was blessed with a fantastic interviewee (trekking guide, Birman Tamang). We had a supportive audience and both felt completely buoyed by the positivity we were met with. The broadcast was amazing, and I felt very comfortable during it even though hundreds of people were watching us. The comments and questions showed that there was so much interest in hearing from guides, and wow, I felt so much love from the audience. Birman Tamang

Copywriting

5 tell-tale signs your copy is ‘meh’

Genevieve White / April 29, 2024

How do you know if your copy needs a helping hand? The thing is, it’s hard to be objective about the words on your website or your own social media posts. While you may find it easy to rate someone else’s writing, evaluating your own is much harder. Just as mothers are hard-pushed to find any fault with their offspring, writers find it hard to view their own writing with a critical eye. Having said this, there are some tell-tale signs that your copy needs a makeover. Here are five of them. 1. You’re struggling to get by The first sign that your copy is not working hard enough for you is your bank balance. Of course, there can be a raft of reasons why your tourism business is not performing as well as you’d like it to and you’ll need to go through a careful process of elimination to put your finger on the real culprit. issues like inflation and the Airbnb clampdown are all too real, and are having a palpable impact on tourism worldwide. But it should still be possible for your tourism business to make you a decent living. If you’re having a harder time than the other tour operators in your region, it may well be your copy that’s letting you down. 2. You’re getting poor engagement No matter the size of your tourism business, you want there to be a buzz about your brand, don’t you? And that buzz comes from a growing audience, who read and appreciate what you’re doing on your social media platforms. You also want a steady stream of enquiries pumping into your DMs. And, if you have a blog, you need people to be reading it! So if your website has few visitors and no one seems to be noticing (let alone caring) about your posts, this could be yet another sign that you have a copy problem on your hands. 3. You’re attracting the wrong customers Are you falling out of love with your tourism business? Maybe you’re finding customers increasingly difficult to deal with. You might be getting disheartened by underwhelming reviews, or feel like you spend every day firefighting niggles. Increasingly I hear tour operators complain about nightmare customers: the wrong clients really can suck the joy out of a business. It’s easy to let this negativity grind you down instead of getting straight to the root of the problem and finding clients that you’ll be excited to work with. The good news is that your ideal client does exist. And they’re waiting for you. You just need to decide who you want to work with and how you’re going to woo them. Here’s how: And how are you going to do this? Why, through your copy, of course! Specifically, through developing a strong tone of voice for your brand. Just be aware – a strong tone of voice won’t appeal to anyone. It might even repel some people, but they’re not the ones you want to work with anyway. 4. You feel like no one knows you exist Why do other tourism businesses in your region coming up on top in Google rankings, while you languish at the bottom of page five? If it seems no one has ever heard of you, once again copy could be to blame. You need someone to help you distil the essence of your business. Someone that can use their SEO expertise to get you soaring up these rankings. In short, you need a copywriter (check out my last blogpost if you need some tips on how to choose the right copywriter for you). 5. You don’t feel excited about your copy When you write your copy, you should have a little fire burning in your belly. The same fire will make you want to jump out of bed in the wee small hours, desperate to pin down an idea before it floats away forever. Remember, your copy is the voice of your brand. If it doesn’t light your fire, it’s unlikely to light anyone else’s. Writing about your business is not just about getting information across. It’s about stirring up feelings and getting people to act. And that will only happen when your words align with the beating heart of your brand. Don’t feel too worried if you’ve recognised your own copy in one (or more) of these symptoms. It’s never too late to take action. Sometimes, all you need is a fresh perspective and some expert advice. And I’m happy to provide both. Get in touch if you’d like to have a chat about how we could elevate your words from ‘meh’ to ‘marvellous.’

Copywriting

How to choose the best copywriter for you

Genevieve White / April 22, 2024

If you read my recent blog post about copywriting you may have decided that you need some help. Perhaps your tour itineraries need a makeover. Or it could be that you lack confidence in copywriting and want an expert to talk you through the basics. You might just need someone to give you some constructive feedback on a blog post you’ve written. Once you’ve decided you need help, you have to decide who you’re going to approach. There are plenty of copywriters (and copy coaches) out there. Who’s right for you? That depends on a number of factors including: Choices, choices! There are so many copywriters out there, advertising their ‘clear and compelling copywriting’ services on a million sparkly websites. How can you choose the one for you? Here are a few things to think about: Your budget This comes first in the list, as it’s a major consideration. Copywriters’ fees vary considerably and there’s no point setting your heart on someone you simply can’t afford. Beware of jumping at someone whose prices seem a little too bargain-basement though. If getting your entire website copy rewritten for £500 sounds too good to be true, then it probably is! As the old saying goes: pay cheap, pay twice. Window shopping Take as much time as you can to shop around. Ask colleagues for recommendations, look on social media – does anyone stand out? The great thing about choosing a copywriter is that you can check out the way they write their own copy and see if it appeals to you. If the answer to all these questions is ‘yes’ then you could be onto a winner. If their copy doesn’t light your fire, then jog on. Dig deeper Once you’ve narrowed down your list of potential copywriters, do a little more digging. Look for more examples of their writing. What can you find? Can you dig up any examples of writing they’ve done for their clients? (This might not always show up, as copywriters aren’t credited on all the projects they do, but you might come across some blog posts, for example). The second thing to consider is their experience in your particular industry. Now, not all copywriters like to niche down, as many prefer the freedom of being able to write about a wide variety of subjects. However, it’s your choice, and you might prefer to hire someone who is familiar with working for the travel and tourism industry. Now’s the time to check out testimonials. Don’t just look on websites (the testimonials there can sometimes be a little out of date). Check out reviews on their Google Business Pages, and the recommendations on their LinkedIn profiles too. Cut through the fluff and focus on results, whether that be increased sales, heightened understanding or increased confidence. Your gut feeling This comes last on the list, but it is certainly not least. Trust your instinct to tell you whether a copywriter is going to be a good fit for you. Why? Because it’s so important that you ‘click’ with them. Remember, they’re going to be distilling the essence of your beloved brand into words – this is not a task you want to outsource lightly! And – if you’re approaching a copy coach – trusting your instinct is every bit as important. Sharing your writing can be scary, so it’s important you feel completely at ease with the person you’ve chosen to help you. Think about the following things: Most copywriters will offer a one to one meeting, and this is a great way to make your mind up. The idea of having a gut feeling might sound a bit vague, but mine has never failed me in deciding who I want to work with. Could I be the copywriter for you? Well, you didn’t think I was going to let you away without a little plug for my services did you? Here are three reasons you and I could be a match made in heaven. 1. You want an experienced writer I’ve been a freelance writer for over 10 years now. For much of this time, I worked in educational publishing, for big names such as Collins, Pearson and the British Council as well as for smaller companies. I also edited award-winning local magazine (Shetland Life) for two years, and I’m a regular blogger for Promote Shetland. 2. You’d like someone with travel and tourism industry know-how SInce retraining as a copywriter in 2023, I’ve opted to work exclusively for travel and tourism businesses. I’ve delivered copy coaching sessions to tour guides and tour operators around the world, and I’ve also written website copy for luxury tour companies in Ireland and the UK. There’s never a dull moment in the travel and tourism industry, and believe you me, I’ve got my finger right on its throbbing pulse! That’s one of the reasons I host Tour Pro Talks, a weekly LinkedIn Live where I interview a different tour professional every week. This means I am switched on to all the hottest trends in this rapidly evolving industry. 3. You need someone who gets results As well as writing, I’ve also been a teacher for over 20 years. I’ve taught children and adults in schools, colleges and universities around the world. I’m experienced in helping people to set realistic goals, and I love nothing more than helping people smash their goals. If it sounds like I could be the one for you, let’s meet so you can allow your gut instinct to do the talking. Contact me , so we can have a chat about how I can help your tourism business.

Copywriting

The 7 deadly copy sins that cost you customers

Genevieve White / April 15, 2024

You’ve spent forever writing the copy on your tourism website, but you’re still not getting the engagement you’d been hoping for. Reading it over, you think something is missing. Trouble is, you can’t quite put your finger on it. If you worry that your copy is not quite hitting the mark, you might be making one or more of the most common copy mistakes. Check out the list below. Can you recognise yourself in any of these? 1. Sounding too corporate A few months ago, I worked with an amazing tour guide. How did I know they were amazing? They had gazillions of customer reviews showing what a warm, funny, fascinating and all-round good egg they were. Would I have picked this up from their website? Hm, not so much. You see, this tour guide had fallen into the trap of thinking that trustworthy = corporate. So, despite the fact that they were a one-person band, they’d used the third-person plural throughout their copy (we are instead of I am.) When I asked them why, they said it would be unprofessional to use the first person. Well. We soon knocked that one on the head! Put yourself in your customers’ shoes. Who are you booking a tour with? A person or a corporation? And (as I think we’d all prefer a person) wouldn’t you like to feel you knew a bit about that person before booking your tour? Top tip: I’m sure you’ll have heard the phrase People buy from People (unless you’ve been living in a cupboard). Well, it’s true. Bear it in mind when you write your copy. 2. Using bland adjectives This picturesque island boasts spectacular scenery and countless beautiful beaches. The adjectives above need a well-earned break, wouldn’t you agree? They’ve been crawling all over travel copy for years, describing destinations from Stockholm to Shanghai. Can we retire them, please? When you write, use adjectives that are less overdone. If the surrounding scenery is rich in plant life, what about lush or verdant? If you really must write about a breathtaking view, could you switch breathtaking for panoramic or atmospheric? Top tip: Tools such as word hippo can be helpful here. 3. Being too general This is linked to the second deadly copy sin, and it’s just as much of a copy killer. When I look at tourism websites (and believe me, this is something I do a lot) I can’t help but notice how generic the writing seems. So many travel blogs, if you were to blank out the specific place names and references to tourists sites, could be describing just about anywhere in the world. The key to any good writing is to be specific. Don’t write The cafe serves delicious local produce, try Warm up in Pete’s Cafe with a rib-sticking lentil soup. You see the difference? The first example says nothing; with the second I can feel the salty soup warming my chilled bones. Top tip: As you go about your daily life in your destination, note down specific details that could find your way into your copy. Try to record the things that make your destination different. Or ask your customers to share things they’ve noticed. 4. Ignoring your audience If you’re committing deadly copy sins 1-4, this is probably the root of all your wrong-doing! You see, if you know who you audience are, you’ll speak directly to them. Your copy will not be corporate, as you’ll feel like you’re chatting to a good friend when you write it. Your words are less likely to be bland and generic, because you’ll know what your audience want to hear from you. Top tip: If visitors coming to your destination have a particular interest, think about how you can weave that interest into your copy. For example, loads of visitors to Shetland are into the BBC crime drama Shetland. So, a good idea for a blog post (which I haven’t written yet!) could be 5 places you’ll recognise from the Shetland series with a little bit of detail about each one. Another top tip: And, when it comes to thinking about your audience, why not put them centre stage? How about doing a weekly or monthly interview with one of your customers? Or asking them to write a guest blog post about their experiences in your destination? Not only does this give you some great free content, it goes a long way to making your customers feeling valued and important. A win-win. 5. Going into essay-writing mode The first thing to know about writing tourism copy? You’re not at school anymore. – No gold stars for big words.– No prizes for hefty word counts.– No kudos for complex sentences. Quite the opposite, in fact! The copy you write for your tourism business needs to sound like a friendly voice talking in your customers’ ears. And when was the last time your pal spoke to you in paragraphs? Top tip: If you struggle with writing in a natural tone of voice, why not record yourself talking onto your phone? Then you can use the dictate function on Word to capture what you’ve said. The result will need a bit of editing, but should sound much more natural. 6. Not reading your copy before publishing it When you run your own business, you’re not only your own copywriter, you’re your own editor and proofreader too. Don’t leave out the editing and proofreading part – it’s really important. Now, of course, people will forgive the odd typo, but if you’re doing it regularly you risk being seen as unprofessional. Things to watch out for: Top tip: If possible, give your copy a day or so to sit before publishing it. Guaranteed you’ll see things you want to change when you come back to it. 7. Forgetting to include your CTA I’ve spoken about this before because it’s so important! You may have written a great description, but if you’ve not included a CTA (a

Copywriting

Done-for-you copy or copy coaching – which is right for you?

Genevieve White / April 8, 2024

Visited my services page yet? Then you’ll know that I offer two types of services: copy coaching and done-for-you copywriting. And, if you’re needing help with a particular piece of copy (e.g.: the tours on your website, or your About Page), you might be wondering about which option would suit you and your business best. Why choose done-for-you? Have a look at the following scenarios. Which of them (if any) do you identify with? You’re in a hurry. You’ve set yourself a deadline and you’re determined to meet it. Say, for example, you want all your tours to be written up by the end of next month, so they’re ready to feature on your newly designed website. You know that you’ll never be able to pull this off yourself, as there simply aren’t enough hours in the day. You have no interest in writing your own copy. There are many things you love about running a tourism business, but writing isn’t one of them and never will be. The very thought of it gives you the boke, and you’d much rather outsource it to an expert. What’s more, all this talk about ‘tone of voice’ and ‘branding’ leaves you cold. Words are just words aren’t they? You just want a professional to write you copy that converts. Is that too much to ask? You’re willing to invest money on getting good copy, both now and in the future. You know that good copywriters don’t come cheap. After all, you’re paying them not just for the time they spend actually writing your copy, but also for the hours they invest in researching your business and honing their own skills and expertise. You also know that you’ll need to make further investments in the future, as your tourism business continues to evolve. If you recognise yourself in any of these scenarios, then getting your copy done for you might be an option. Don’t think that done-for-you copywriting will get you completely off the hook though! A good copywriter will involve you in the process from the very start. They’ll ask you questions that will really get you thinking about your business, your target audience and your offering. The answers you give your chosen copywriter will go towards writing copy that is laser-focused on your audience’s needs. The result? Visitors to your website will feel like you – and the tours you offer – are a perfect fit. Why choose copy coaching? Or do you feel more in tune with these perspectives? You don’t want to keep forking out for copy. You might change the kind of tours you offer. You might decide to start targeting a new audience. You could even repackage your services altogether. Whether the changes you make are big or small, you’re going to need to update your copy. Do you really want to cough up every time you make a change? You want to feel more confident about the words you use. The lessons you learn through copy coaching aren’t just applicable to writing website copy. You can apply the same principles to your social media posts and comments, your email marketing, blog posts and more. You’ll start to understand the psychology of marketing and sales and you’ll be confident your words are hitting home. And when that happens, writing is no longer a chore, it’s fun! You need the accountability of working with a coach. You want to write your own copy, but you struggle to get round to it. ‘Start a blog’ or ‘rewrite my tours’ have been on your to-do list for months, but you never seem to get any closer to getting ticking them off. You need a friendly, experienced guide who will motivate you into setting goals, hold you accountable for these goals and provide you with honest, constructive feedback. If any of this sounds like you, copy coaching might be the way forward. In that case, take time to find a copy coach who: Hybrid approaches Sometimes, though, it’s not as clear cut as wanting done-for-you copy or copy coaching. Could any of the following apply to you? You want a second pair of eyes on your copy. Say you’ve written your About Page. You’re pretty happy with it, but you’d like a second opinion. You want a professional to tell you: You want your copy edited for SEO. You’re happy with your copy, and you want to make sure people read it! In that case, you’ll need help in identifying keywords and inputting them in your copy (in a way that doesn’t sound unnatural or clunky). You need some content planning advice. Perhaps you feel confident enough about writing, but are stuck for what to write about? Many copywriters will be happy to help you brainstorm ideas for content. You’ll be guaranteed to come away with content ideas to last you into the next year. Whether you want help with done-for-you copywriting, copy coaching or a more hybrid approach I can help you. I offer a bespoke service to each individual client, so whatever your copywriting needs, I’m confident I can come up with a package to suit you. Get in touch, and let’s see how I can help you feel more confident about your copy.

Copywriting

What is copywriting and how can it boost your tourism business?

Genevieve White / April 1, 2024

I’d registered the occasional puzzled face when mentioning my work to friends and family but had never given it too much thought. Until last week, when a friend said ‘Oh, you’ll know all about that, won’t you? You work with copyright.’ It was then I realised I’d been assuming that everyone knew exactly what copywriting was. And maybe they don’t. So, at the risk of sounding patronising, I’ll explain what copywriting is (if you know this inside out already, feel free to skip to the next sub-heading!). Copywriting is not to do with intellectual property rights. That’s copyright, and you can find lots of good information about that here (just in case you stumbled across this page by accident when trying to find out how to protect the rights to your latest masterpiece). So, what is copywriting? Copywriting is persuasive writing. It’s the kind of writing you do when you want your reader to take a specific action, whether that be: And, when you’re running a tourism business, every word you write to your customers (or potential customers) is your copy. That includes the words on your: It even includes words you might not have thought much about before. For example, the words on your out of office reply. Or the error messages and pop-up hints on your website (these are sometimes referred to as microcopy and although they are small, they are super-important!). Or take the words on your call-to-action buttons. Ever thought much about these? Hm, thought not. Well, in a recent LinkedIn post, I shared the story of a tour operator who increased their bookings by 25 percent after changing the text on their website button from ‘Buy Now’ to ‘See Dates’. Talking of calls to action (CTAs) these are crucial! Without one, a piece of writing cannot really be called copy. It’s all very well taking the time to craft a persuasive paragraph, but if you don’t tell your readers what to do at the end of it, you may as well not bother. What copywriting is NOT So, that’s what copywriting is. And, in the interests of clearing up some common misconceptions, here are three things that copywriting is NOT. How can copywriting boost your travel business? Now you know what copywriting is (and isn’t) why is it so important for your travel business? Good copywriting will make customers much more likely to engage with your brand (72% more likely, according to this recent survey). It will also boost your visibility. 88% of SEO specialists believe that quality copywriting is essential for high search engine rankings. Simply put, your words are powerful. You may have stunning photos of your destination (and so you should!) but it’s the words you write that will get your customers reaching for their credit cards – or scrolling on by. Your copy counts for so much at every stage of your customer’s journey. Boost your copywriting confidence Didn’t I tell you that every piece of copy needs a CTA? Well, here’s mine. If you’re reading this and thinking ‘Yes, Genevieve, I understand what copywriting is, but I’m not sure I’m doing it right!’ then don’t despair. If you’d like to learn about the hows and whys of copywriting, I can help you. I offer 1-1 coaching sessions, tailored to suit the needs of you and your business. You can choose between a single Copy Boost session or my in-depth six-week course. Find out more about my services here. Alternatively, I can write your copy for you. Contact me to find out more about what investing in good copy could do for your tourism business.