They say a picture is worth a thousand words. Now as a copywriter, I’d say “they” are overemphasizing the importance of visuals by just a little bit. Okay, maybe by a lot. But even I agree that a web page without any photos is a webpage I’m probably not going to spend a lot of time on. That’s especially true of travel agent websites, since travel is such a visual medium. Pretty pics of palm-studded beaches and cobblestone streets DO make a difference! Plus, breaking up your blog posts and other online … read more
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The #1 Trick to Getting Your Travel Agent Website Visitors to “Click”
This past October, I was speaking on stage at the International Travel Agent Forum, when I showed this slide: Yes, that is just a giant picture of a lizard. No, I wasn’t trying to scare my audience, or test them to see how many were still paying attention … I promise—this lizard actually relates to getting more travel clients. How? Well, my presentation was all about the easiest ways travel pros can increase conversions on their websites—a.k.a. turn more web visitors into real, live travel leads. And one of the easier, … read more
Take Your Vitamins: 7 Ways to Keep Your Travel Agent Website Healthy
How “healthy” is your travel agent website? Is it operating at full steam or just sputtering along? There are a lot of ways to answer that question. If you’re tech savvy, you could check your Google Analytics to see how long folks are staying on your website (if they’re “x”-ing out after 8 seconds, for example, your website’s got a bad case of can’t-keep-’em-around-itis). Even if you never set up Google Analytics, you probably have a pretty good idea of how healthy your website is. Just think about the leads … read more
The Specificity Test: Does Your Travel Agent Website Pass?
Recently, I hosted an online training called the Foolproof Travel Agent Website. I’d never hosted a training like this before, so a shout out to all the travel pros who joined me on the training to make it a success! (And who ensured I wasn’t just teaching to my mom … HA!). One thing I talked about on the training was how and why you should be specific in your web copy. Because specificity sells. And I’m not just talking about specifically listing your specialties or niches on your website. … read more
The Snowball Effect: How To Conquer Content and Social Media for Your Travel Agency
It’s January, my friends. The time when you make resolutions, buy all the planners, and pump yourself up for your BEST.YEAR.YET. And I believe you can do it! But …. If your resolutions include finally sending out an e-newsletter, finally blogging, finally getting and staying active on social media, finally growing your list with an opt-in offer/IFO … I’m afraid you’re going to get burnt out before we even make it out of the winter doldrums. Because that’s a lot of content. And there’s only one of you. Math may not be my strong suit, but even I … read more
The Difference Between “Copy” and “Content”—and Why Travel Agents Need to Know It
There’s something that’s been bugging me. It’s about my fellow copywriters. Well, some of them. “Copywriters,” in scare quotes, if you will. I’m talking about the folks who brand themselves as copywriters, and then mainly sell blogging services. Yeah … that’s not copy. And these “professionals” should know that! (And that’s why I’ve very purposefully branded myself as a copywriter and content marketer). You can be one helluva travel blogger, without scoring a single client. Or, you can advertise your travel services on a big ol’ billboard — or a flashy Facebook ad … read more
Use These 2 Magic Words to Powerfully Connect with Your Travel Prospects
Yesterday, instead of working on client copy, I was working on a project for myself. I was putting together a sign up page for a training I’ll be hosting soon, teaching travel agents how to write client-attracting websites. To entice folks to sign up, I wanted to tease the content of the training — and make it really juicy. Here’s one of the lines from the sign up page: On this free training, you’ll discover the surprising mindset shift that will make writing your website copy effortless … even if you’re “not … read more
The 1 Question You Need to Answer to Turn Travel Prospects into Real, Live Clients
Have you ever seen those bracelets emblazoned with “WWJD?” (That’s “What Would Jesus Do?,” for those who don’t speak acronym). I want to make a similar bracelet for marketers — and if you’re an independent travel agent you ARE a marketer. But my bracelet would read: “WIIFM?” That stands for “What’s In It for Me?” That’s the question your prospects are asking themselves whenever they land on your website, scroll through your social media, or open your newsletter. So, that’s the question that should ALWAYS be top of mind for travel agents when … read more
What a Shopping Trip Taught Me About Travel Agent Marketing
I recently went shopping for a new party dress. Somehow, nothing in my closet would do — funny how that works 😉 At the mall, I wandered into a store I’d never been in before: Lily Pulitzer. I felt like I had been blinded. Neon greens, electric blues, and hot pinks swirled together in intricate patterns of elephants and umbrellas, peonies and paisley, pasted onto shift dresses and swim cover ups. My corneas burned. My brain turned to scrambled eggs. I slowly backed out of the store … Now, if … read more
The 5 Pages Every Travel Agent Website Needs
Writing your travel agent website can be daunting. (Which is why so many travel pros put it off for months, or even years!). It’s hard not to get overwhelmed when you think about all the pages you can add to your site—pages for different destinations, sample itineraries, insider tips, FAQs, etc. BUT — if you’re having major writer’s block, and you’re just feeling oh-so-overwhelmed by all the copy you need to write for your website … … then take a deep breath. Because there really are only a handful of … read more
