top of page

5 essential elements of compelling travel agency website copy

Last updated November 28, 2023

You probably know that you need a website for your travel agency. But knowing you need a great website and creating a great website are two completely different things.

Let's face it, most of us are travel advisors, not professional copywriters. If you happen to have both skills, kudos to you!

There are two parts of your website that turn visitors from a shopper into a customer.

The first part is your travel agency website design. A great website design can keep a visitor engaged with your site, even if the words on your website are good, but not outstanding.

The second part is your travel agency website copy, or the words you use on each page of your website. With so much competition in the travel industry, it's essential to have high-quality website copy that captures readers' attention and turns visitors from browsers into buyers.

But this, unfortunately, is where many travel advisor websites break down. Even if you nail the design, the wrong words will fail to turn your target audience from browsers into buyers.

That's why I've put together this list of the five essential elements that your travel agency website copy should include.

Compelling headlines and subheadings

Your travel agency website's headline is the first thing a visitor sees. It appears, as we say in copywriting and web design circles, “above the fold.”

Words that appear “above the fold” are the words that would be on the top of the first page of a physical newspaper if it were lying in front of you. They're the headlines that make you pick up the newspaper and read more.

On a website, those “above the fold” headlines are what appear when the site first loads. They're what can be seen before a visitor scrolls down.

It's important to make your headline attention-grabbing and engaging. A strong headline will entice readers to explore further and learn more about your travel services.

Subheadings appear farther down on your site. They’re the section headers that tell your visitor what they can find in that section of your website. Subheadings need to be easy and quick to read, since these days more people scan a website than actually read every word.

Think of your subheadings as an outline of your site. If someone went through your site and only read your headlines and subheadings, would they have a pretty good idea of what you do and the value you provide?

To create compelling headlines and subheadings, focus on one of two things. Either the benefits your travel agency provides, or the pain points your travel agency helps your customers avoid.

Instead of creating a generic headline line “Welcome to XYZ Travel," make your headline specific and compelling. Something like “Discover your dream honeymoon with our expert travel planning services” is much more specific and compelling. It both highlights your expertise (honeymoon travel planning) and highlights the benefits of using your travel agency's services (discover your dream honeymoon).

Subheadings also need to be clear and engaging. Use them to give readers an idea of what they'll learn or gain if they continue reading.

For example, a subheading could say something like “Expert planning for stress-free travel” or “find your perfect destination with our customized travel packages.” Both of these subheadings highlight benefits your customers receive, as well as enticing them to continue reading.

Keep in mind that when it comes to headlines and subheadings, brevity is key. Avoid long, complicated sentences that are difficult to read or understand.

Stick to short, snappy language that communicates your message clearly and concisely.

Customer-focused copy

Your travel agency website is about your customer, not about you. Your website copy should be focused on your customer’s needs and desires.

When you understand your customers' pain points and desires, you can create copy that resonates with them and encourages them to take action.

> Unsure what your customers' needs and desires are? Start by defining your ideal client.

In order to create customer-focused copy, you need to start with putting yourself in your customers' shoes. Use language that's relatable and empathetic, and focus on the benefits your clients get when they use your travel agency's services.

Another effective way to create customer-focused copy is to use social proof. Social proof is the idea that people are more likely to take action when they see others doing the same thing.

Social proof on a website is usually in the form of testimonials or reviews. Highlight the positive experiences and outcomes that other customers have had because they've used your services.

If you don't currently have testimonials, that's ok. Don't wait to create or improve your website just because you don't have a testimonial section.

Instead, create your website without testimonials, and start gathering positive testimonials and reviews that you can add later.

Testimonials don't have to be long. In fact, they shouldn't be. You're looking for a sentence or two. Did you get an email from a client after a trip saying it was amazing? When you reply, ask them if you can use their words on your website.

Highlight benefits and features

By highlighting your travel agency's unique selling points, you differentiate yourself from your competitors and encourage potential customers to use your travel agency. But you need to be able to communicate the benefits and features of your services clearly and effectively.

How do you do that?

I recommend starting by creating a list of what sets your travel agency apart. What do you offer that other travel agencies don't? What are your unique strengths or expertise?

Have you lived somewhere that you sell travel to? Do you spend extensive time in a specific destination that you specialize in? Do you have great relationships with specific hotels or resorts that allow you to get your clients VIP service or additional amenities when you create a booking for them?

Once you've identified your unique selling points, use them to create compelling copy that highlights the benefits of using your travel agency's service.

For example, if you specialize in Mexico and take extended trips there every year, you could say something like “I have years of experience traveling in Mexico, and spend 3-4 months every year exploring the country to find new, under-the-radar, exclusive experiences for my clients.”

This type of copy highlights the benefits of using your travel agency to create an amazing trip to Mexico, and also emphasizes what makes your travel agency unique.

Features of your travel agency are a bit different from the benefits of your services. Features include things like the types of travel services you offer, your pricing, packages you provide, and your niche or areas of expertise.

When you communicate the features of your agency, keep in mind that many customers are looking for details that will help them make a decision.

Provide clear and specific information about the services you provide. You can even consider bullet points to make it easy for a potential customer to read and understand.

Clear calls-to-action

Calls-to-action, or CTAs, are a specific action that you want your website visitor to take. CTAs, like “book now” or “contact us” are essential for driving conversions and encouraging website visitors to take action.

When you create your CTAs, use clear and specific language that tells visitors exactly what to do. I strongly advise against using a CTA like “get started," since it isn't clear exactly what action your visitor is taking and won't work as well as a more direct CTA.

Use clear, action-oriented language that creates a sense of urgency and encourages visitors to take action. “Book your dream vacation now” or “contact our travel experts today” are both effective CTAs.

It's also important to place your CTAs strategically on your website.

Your main CTA should be prominently displayed on your website, preferably someplace where it's always visible as your visitor navigates through your site.

A button in a contrasting color, with a clear call-to-action, placed in the upper right-hand side of your menu bar is an ideal placement for your main CTA.

Your CTA should also be repeated throughout your website, making it easy for a visitor to click that button at whatever point they make the decision to reach out.

Your website should have one main call-to-action. There's really only one thing you want a website visitor to do, and that's reach out to start planning their vacation.

However, not everyone is ready to take that step right away. That's why it's important to also have a transitional call-to-action.

A transitional CTA is a small step that a website visitor can take that enables you to continue communicating with them. In other words, it's something that gets them on your email list.

Usually a transitional CTA takes the form of an opt-in or lead generator. Something that your ideal client would want to get their hands on and is worth it for them to give you their email address in exchange.

Lead generators can be anything that your ideal client would find valuable, but often they're some type of PDF download.

Great lead generators or opt-ins can be a city or destination guide, a sample travel itinerary, a packing checklist, a vacation budget or savings guide, a list of insider travel tips for a specific destination, or anything else that your ideal client would find valuable.

Just make sure your systems are set up so your new subscriber gets their download automatically and immediately. The last thing you want is for them to opt-in to get something and then never get it.

Engaging and authentic tone

Your travel agency website copy should reflect your travel agency's personality and values. It should feel authentic and relatable to your target audience.

To create an engaging and authentic tone, start by identifying your travel agency's brand personality.

Are you fun and adventurous, or professional and sophisticated? Are you the person wearing the ears on a Disney vacation, or the one who sits with a craft cocktail staring out into the sunset at a luxury resort?

Your personality and your brand personality will probably be quite similar, but not exactly the same. Take your natural strengths and personality and incorporate them into your brand personality.

Once you've identified your brand personality, it's important to use a conversational tone that feels relatable to your target audience. Avoid using overly formal language, and also avoid technical language or jargon.

For example, don't talk to your audience about your suppliers. While that's a completely normal word to use as a travel professional, it doesn't mean much to your audience. Instead talk about a hotel, resort, cruise line, or tour company.

Once you’ve written your copy, read it out loud. Does it flow naturally and easily?

It's so easy when you're writing to fall back into the proper grammar your high school English teacher drilled into you. While that proper grammar may be necessary in a professional white paper, it can easily fail to connect with a potential customer.

Website copy should include short sentences, easy to read words, and plenty of white space.

Have you noticed that these posts have very few long paragraphs? Most are only one or two sentences long.

That's because white space creates breathing room and makes for a more enjoyable reading experience.

By writing in a more natural, approachable style you can connect with your audience and create a sense of trust and rapport.

The bottom line: Your travel agency website

Creating engaging travel agency website copy is essential for driving conversions and growing your business.

If you incorporate the five essential elements outlined here - compelling headlines and subheadings, customer-focused copy, benefits and features, clear calls-to-action, and an engaging and authentic tone - you can create website copy that captures readers' attention and encourages them to take action.

Remember to focus on the benefits of your services, use social proof to build trust, and use clear and specific language in your CTAs.

By taking the time to craft high-quality website copy, you can set your travel agency apart from the competition and create a compelling online presence that drives results.

Are you ready for a professional website that reflects your brand personality and turns visitors into customers? Check out our website copywriting packages and get the website you've dreamed of.


bottom of page