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Putting Your Clients First: How to Create a Client Focused Travel Agent Website that Wows

Updated November 29, 2023

A captivating travel agency website, one that makes the clients you want to work with jump up and down and say “Yes! I want you to plan my next trip!” is a passport to success.


Your travel website is the virtual doorway through which your clients enter your business and step into your world of travel expertise. It’s not just about showcasing your services, it’s about putting your client at the heart of everything you do.

When you do that, you invite them on a journey created just for them, and that’s where the magic happens. 🪄🎩🐰

Travelers are savvy, with so many options at their fingertips. Don’t believe me? Try googling “travel agents near me”. I got over 1 billion (yes, you read that correctly, billion with a “b”) results in 0.7 seconds.

So how do you stand out from the crowd?

By creating a website that speaks directly to your ideal client.

When you create a website that speaks directly to them, you answer their burning questions, ignite their wanderlust, and inspire them to embark on their dream adventures.

If you’re not sure how to do that, read on! It’s time to transform your website from a simple storefront into a website that captivates your audience and converts website visitors into clients.

Understanding Your Ideal Client

Your ideal client holds the key to your travel agent website’s success. But who exactly are they?

It’s time to do a little detective work and get to know them better.

Defining your ideal client is critical. Take a moment to picture your dream client. Maybe it’s a client you’ve worked with in the past, a combination of clients you’ve worked with, or the client you know you could create an absolutely stunning trip for… if you could just figure out how to find them.

Are they adventure-seeking backpackers? Luxury-loving jetsetters? Family-oriented explorers? Understanding their preferences, needs, and pain points will help you tailor your website to their needs and desires.

But how do you uncover these valuable insights? 💰💵

One way is through the power of market research. Dive into the world of travel trends, surveys, and online forums like Reddit and Quora to gather intel. Join Facebook groups that your ideal client may be part of and be a fly on the wall, finding out what potential clients are looking for, asking about, and discussing.

Discover what makes your ideal clients tick, what destinations and experiences they crave, and their unique travel style. Think of it as becoming a “travel whisperer”, tuning in to their desires and learning what they’re looking for before they even tell you.

Once you’ve gathered some information, bring them to life through an Ideal Client Avatar, or ICA.

An ICA is a fictional character that represents your target audience. As you create them, you give them a name, personality, and a backstory. Consider their motivations, fears, and aspirations. By stepping into their shoes, you gain a deeper understanding of what makes them click, book, and embark on their dream journey.

Once you understand your ideal client, let it start to shape your client-focused travel agency website. Use it to create an online experience that speaks directly to your dream client, making them feel understood, inspired, and eager to embark on the unforgettable adventures you’ll create for them.

Craft Compelling Travel Agent Website Copy

Now that you understand your ideal client, it’s time to start weaving some word magic. Let’s start creating compelling website copy (aka the words on your website) that captivates your audience and has them ready to click that “free consultation” button.

Write captivating headlines: Grab attention from the get-go

Think of your website’s headline (those first words at the top of your site) as the opening line of an epic travel novel.

It needs to be intriguing, catchy, and impossible for your ideal client to resist. Whether it’s a catchy play on words or a bold statement, it should immediately grab the attention of your ideal client and entice them to explore further.

Take a look at some of the successful headlines and taglines used in the travel industry.

  • Royal Caribbean: “​​Take adventure to new heights”

  • Princess: “Come back new”

  • Celebrity: “An award-winning resort at sea where guests can sail on the world's best places to the world's best places”

  • JetBlue: “Feeling fly today?”

  • Virgin Atlantic: ​​”Everyone can take on the world”

  • Abercrombie & Kent: “Take Your Adventures to a New Level on an Inspiring Journey”

  • G Adventures: “Bring on the world”

Each is different, and each resonates with a different type of client.

A “resort at sea” doesn’t fit the Royal Caribbean experience or clientele, and “Take adventure to new heights” doesn’t work for a Celebrity cruise. Even though they’re owned by the same parent company, each understands who their ideal client is and what that client is looking for.

Your unique story: Connect with clients on a personal level

In a sea of travel agent websites, what sets you apart? What is your unique story? Your unique brand and personality?

Share the passion and experiences that led you down the path of becoming a travel expert. By revealing your authentic self, you create a personal connection with your clients, making them feel like they're starting on a journey with a trusted friend.

You’ll often hear me say that you shouldn’t be the focus of your website, your client should be, and that’s 100% true. But you can’t leave yourself out either. Your potential client needs to get a taste of who you are, what makes you unique, and whether or not you’re the right travel agent for them.

But if you start your website with “Hi, I’m Sally. I’ve been planning family vacations ever since I can remember, and I’d love to help you plan your next vacation” you’ve lost out on a golden opportunity.

Before a client cares who you are, you need to answer their first question. “What can you do for me?”

In other words, start with how you serve your client, make sure the words on your website reflect your unique personality and brand, and then share some personal information and let them know a bit about you.

Showcase benefits and address pain points

Clients want to know what's in it for them. Instead of bombarding them with a laundry list of features that you can give them, focus on the benefits your services provide.

Will you save them from wasting time doing their own research by crafting personalized itineraries? Do you have insider knowledge that helps them avoid potentially negative experiences? Address their pain points and show them how you help them avoid those potential pitfalls.

Or, on the flip side, start with the benefits they get from working with you. Look at a brand like Embark Beyond, a favorite of mine because they are masters at telling their visitors who their services are for and who they aren’t for, without ever coming right out and saying it.

One of the first things on their site says “Bring us your wish list.” That’s not a pain point. That’s a benefit. It implies ease, exclusivity, and service, and it only takes five words.

Use persuasive language to inspire action

Paint vivid pictures with your words, evoking the senses and stirring emotions. Use words like "unforgettable," "exquisite," and "breathtaking" to transport your clients to their dream destinations.

Encourage them to take action by using compelling calls-to-action, inviting them to book, inquire, or explore further.

Incorporate keywords and optimize your website for search engines

In order to boost your visibility when someone is searching for your website or services, SEO, or search engine optimization, is vital.

Think about what your ideal client would search for. Those words or phrases are called keywords. You want to infuse those keywords naturally into the copy on your website.

But you want to make sure the words on your website have a conversational tone and are highly readable. You don’t want to sacrifice either one just to stuff a few more keywords into your website.

Crafting compelling website copy is like curating a travel experience through words. With captivating headlines, a personal touch, benefits-focused content, persuasive language, and optimized keywords, you'll have your clients reaching for their passports in no time.

Get ready to inspire wanderlust and turn website visitors into lifelong adventurers.

Build Trust and Credibility

You need more than just compelling copy to turn your website visitors into customers. You also need to build trust and credibility with potential clients.

Not sure how to do that?

Highlight testimonials and reviews

Do you ever receive glowing reviews from thrilled customers? Most likely you do, either on a welcome home call or in response to a trip follow-up email.

Sharing these positive experiences and feedback from satisfied travelers is a powerful way to build trust. Let your clients become your ambassadors through authentic, relatable testimonials.

These testimonials and reviews create a sense of confidence and assurance, reassuring potential customers that they’re in good hands (with Allstate. See what an effective tagline can do?).

Share affiliations and certifications in moderation

Credentials do matter, to a certain extent. But probably not in the way you think.

Most potential clients won’t go to your website specifically looking for a travel agent who is a Certified Travel Advisor, a certified Bahamas specialist, a Rosewood Elite agent, or any other single certification or designation you may have.

They look for an advisor who they feel, at a gut level, is right for them. Those certifications then serve as a tool to reinforce that decision.

So if you have them, showcase them in moderation. Have a small space on your site where you put those logos, and leave it at that. Even if a potential client doesn’t know what those logos mean, they serve to reinforce that the decision to work with you is a good one.

Make it easy for clients to work with you

Approximately 70% of business websites don’t have a simple call to action button incorporated into their web design.

What’s that, you ask?

It’s that button that tells people what to do next. The one that says “Start planning your trip” or “Schedule your free consultation.”

Imagine wandering through a maze of a website, desperately seeking a way to contact the company because you’re ready to get started. You want to do business with them. But no matter how hard you try, you can’t find an easy way to do it.

Not an ideal user experience, right?

FYI, simply listing your phone number isn’t considered an easy way to reach you by many potential clients. Fewer and fewer people are willing to pick up the phone and call you. So if that’s your main form of contact and you aren’t getting as many new client inquiries as you’d like, it’s time to take action.

Provide multiple channels of communication, such as phone, email, and even social media. That lets people choose their preferred method of reaching out.

Or, better yet, include a “free consultation” button that allows clients to submit some information, and then schedule a consultation call with you.

Don’t let potential clients get lost in a digital wilderness. Offer them a clear path to contact you and you’ll create a bridge of accessibility and trust.

The bottom line

Now it’s time to take action and optimize your website. Start with small steps. Maybe add some client testimonials, take a critical look at your headline, or start infusing your copy with personality so it doesn’t sound like just travel agent could have written it.

Remember, Rome wasn’t built in a day, and your perfect website won’t be either. But with small steps you’ll start to see results.

Are you ready to take your travel agent website to the next level but you’re feeling a bit overwhelmed, or you simply don’t have the time or writing chops to do it?

Don’t worry, I’ve got you covered. Explore The Savvy Travel Advisor’s website copy and website design services, specifically tailored to your unique travel agency website needs. Together we’ll transform your website into a client-focused destination that will wow your ideal client.

Your dream clients are just a click away!


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