Lots of travel agents have websites today. That wasn’t true two decades ago, when many agents were still relying on foot traffic to their brick and mortar agencies. And it wasn’t true a decade ago, when travel agents could put up a Facebook page and spend just pennies on the dollar to get more followers.
Today, though, brick and mortars are few and far between. And promoting solely on Facebook? That’s gotten EXPENSIVE (and risky—who’s to say what the next algorithm change will bring?).
So, yep, today, many—if not most—travel agents recognize the need for a website. A digital calling card that they have control over.
Unfortunately … lots of travel agents are learning that just because you have a website, doesn’t mean it’s going to bring in leads.
Several factors go into whether your travel agent website is optimized for conversions—that is, written and designed in a way that will convert your web visitors into leads.
One of the BIGGEST reasons your travel agent website may operate more like a digital bump on a log than a lead generator, however, is because it’s just too vague.
I see this all the time—websites that lack specificity.
And that’s a problem, because specificity sells.
When web visitors are confronted with generic, general copy, they’re going to tune it out. It’s like white noise.
In other words, a website without specificity is just plain boring.
Copy that digs into the specifics—that’s vivid, descriptive, and concrete—holds their attention much better. Possibly long enough to convert them into leads (fingers crossed!).
So, how can you tell if you’re getting specific enough on your travel agent website?
Start by reading through your website and asking yourself these 3 questions:
1) Does it sound like a travel agent wrote this website?
Now, most travel agents pass this first question pretty easily—it’s obvious from reading their sites that they do indeed plan travel.
But more and more often I’m seeing websites that are so vague, I even question whether I’m on a travel agent website at all.
There are 2 big places travel agents tend to go vague: in their taglines and in their header sections—the big section at the top of your homepage where you have your headline.
For example, a headline like “Connecting the World”? That’s so vague it could apply to lots of different industries, like internet companies, or even ride share apps. See what a mean?
If you’re answering “oops, no” to this first question, then you need to get industry specific.
The next question is …
2) Could any travel agent have written this?
Lots more travel agents struggle with this question. Their websites make it clear that they plan travel, but not what kind.
If you have a headline that says something like: “We Plan Memory-Making Vacations” … then you’re in trouble. Because every other travel agency out there can say the same thing! (At least, they should be able to).
If you answer “yes” to this question, then you need to get niche specific. Make it clear who you serve right off the bat, so your web visitor doesn’t walk away thinking you’ll plan anything for anyone. Make it clear you’re a perfect fit for THEM specifically.
And you final question is (this one’s the trickiest) …
3) Could any travel agent in my niche have written this?
Once you get clear on your niche or specialty in your copy, there’s one other hurdle to face: How do you differentiate yourself from all the other travel agents in your same niche?
I can think of 10 family travel specialists off the top of my head, and 20 romance travel specialists. Even though they have similar niches, they shouldn’t sound the same.
At this point, the way to make your copy stand out is by defining your brand personality.
For example, a romance travel pro who’s elegant and sophisticated will have a website that sounds very different from a romance travel pro who’s fun and playful—or at least she should.
Getting specific on your niche is how you’ll connect with your ideal clients. And getting specific with your brand personality (and having the courage to put some personality into your writing) is how your agency will be MEMORABLE.
So how’d you do, did you pass the test?
Most agents struggle with at least one of the questions above, so it’s okay if you need to revisit your copy.
Just remember, when you do, your copy should be industry specific, niche specific, and packed with your specific brand personality!
Not Sure What Your Brand Personality Is? Take the Quiz Below