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.