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 internet!
It’s your job to give it to ‘em straight.
Your website copy needs to be as clear as the mirror-like turquoise waters of the Maldives, m’kay?
This is especially important on your services page.
Your services page is where your web visitor goes to get answers — what can you do for me? And how does this work, exactly?
That’s why I always like to lay out the travel planning process, step by step, on the services page.
Many potential clients who visit your services page may have never worked with a travel agent before.
And even if they have — you may do things differently.
Understanding how you work gives prospects the confidence they need to book that consultation call with you.
Otherwise, they’re too afraid (and too skeptical) of the unknown.
Here’s a trick for making sure your services page is as clear as possible:
When I’m talking to my clients on our copy strategy call, I ask them to walk me through exactly what happens when a prospect contacts them for the very first time.
What happens next? And then? And after that?
I don’t want them to leave any detail out!
Because once you have the very clear step-by-step outline written out, you can start to cut out what your prospect doesn’t need to know.
For example, “I pick up the phone and call the prospect.” <– yeah, that’s too much detail.
But, “On our consultation call, I’ll ask them about their budget, the size of their group, and whether they’re taking the trip to celebrate anything, which helps me match them up with the right suppliers.” <– that’s important!
Going through this exercise, where you visualize your complete new client process from beginning to end, results in a whole lot of clarity.
And that’s what your web visitors are looking for!
Try it for yourself — and then take a look at your current services page. Are there any crucial details missing that came up during your exercise?
Add ‘em in, for clarity’s sake.