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 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
3 Tips for Tackling Your Scariest Web Page: Your About Page
The about page is usually the hardest (and scariest!) page to write on your travel agent website. Why? Because it’s really difficult to write about ourselves! We don’t want to sound too “braggy,” so we undersell our accomplishments … or we don’t know which life moments are most important, so we list them all — and end up with an about page that’s 20 pages long! I know some professional copywriters who’ve actually hired other copywriters to write their about pages. It’s that tough. So if you’re not really feeling your travel agent about … read more
Travel Agent Marketing Tip: Sell With Specificity
I’ve just finished teaching the fine folks who signed up for the beta round of my copy course, all about how to write compelling copy for their travel agent website. We’ve covered a LOT of ground — including the research you have to do before you start writing, the importance of gaining clarity on your niche, and what the ideal home page looks like. (I’ve also learned that I tend to lose my voice after speaking for two hours straight on a live call … #pleasesendsoothingtea). But do you want … read more
How to Get More Consult Requests by Paying Attention to This Itsy, Bitsy Bit of Copy
I’ve got a question for you: Which button would you rather click? This one: Or … This one: If you’re like most people, probably #2, right? Do you like free things? Do you like instant gratification? That’s exactly what button #2 promises you. And guess what. Your prospects like free things and instant gratification, too! On your website, give the people what they want with buttons that entice. How to Write Better Buttons Your button copy doesn’t have to be fancy-schmancy (and you don’t have room to get too wordy … read more
How to Build “Know, Like, and Trust” on Your Travel Agent Website
You’ve probably heard the phrase “people do business with those they know, like, and trust.” Which is why, if you went up to a random stranger on the street and asked them if they’d like you to plan their vacation, they’d give you some major side eye (and probably back away slowly …). They don’t know, like, and trust you — so they’re certainly not going to do business with you! But did you know that the “know, like, and trust” principle also applies to your website? I see service … read more
How to Make Your Travel Agent Website Copy Crystal Clear
Good travel agent website copy should check a lot of boxes. Sparkling with brand personality? Check. Speaks your ideal client’s language? Check. Contains powerful calls-to-action? Check. Check. Check. Check. But none of these copy “musts” should come at the sake of the most important copy rule of all: Clarity. If your travel agent website copy doesn’t make sense — or you just take foreverrrr to get to the point — your web visitors are going to click away real fast. Nobody has time to “read between the lines” on the … read more
Here’s Why Your Travel Certifications Don’t Matter (at Least How You Think)
Okay, yes, that’s a pretty bold headline. Who am I to say your certifications don’t matter? I KNOW you spend a lot of time and energy earning them, and I know they make you a better travel agent as well. Here’s what I mean by “your travel certifications don’t matter”: They don’t matter in the way that you think. You might think that your clients decide to work with you based on your certifications. You assume their thought process goes something like this: Oh, Nancy is a Certified Tahiti Specialist — she must be the … read more
The Truth About Your “Free” Travel Agent Website
If something sounds too good to be true, it probably is. Like: that free travel agent website you got when you joined your host agency. “Free” is good, right? Well, not if “free” just gets you freebie seekers, price shoppers, and tire kickers in return. And that’s what most of those free, out-of-the-box travel agent websites attract. Why? I think there are two BIG reasons: 1) These travel agent websites say they are “branded” — but they’re not built around your brand. How could they be, when every agent at the … read more
Your Travel Agency Brand: Stand Out by Starting with This 1 Question
There’s a question I always ask my clients before I start working on their new website copy. And, whenever I ask it, there’s almost always a pause on the other end of the phone line. “Wow,” my client says. “That’s a tough one.” Do you want to know what the question is? It’s: “Can you describe your travel agency brand personality in 5 words or fewer?” As a savvy travel entrepreneur, you KNOW you need a niche to stand out in the crowd. It’s been drilled into you that honing … read more
