Why good descriptions?
1. Search engine optimization (SEO)
Search engines and our ranking algorithm reward relevant content, so writing good descriptions will increase the chance that a potential customer will click on your product page.
2. Increase Conversion
Now that the customer is already on your product page, you want him to actually book your product as well.
How to write good descriptions
1. Use good keywords
Think from the customer perspective and try to use general keywords like “tour”, “activity” or “adventure” and keywords that are relevant to your product offering. For example, to get customers for a boat ride, use keywords like “cruise” or “water”. You can use Google Insights for Search to help you find good keywords.
2. Don’t describe the tour, describe the experience
Travel people are in the business of selling dreams so instead of writing what the tour is about, you should be writing about what the customer will experience. For instance, “see the Great Wall of China” sounds less inviting than “When you walk on the Great Wall of China, imagine life as a border soldier defending the country against invading barbarians”. Stephen Joyce made this good point in his blog article Writing Compelling Content for the Web.
3. Write a detailed description
Would you buy a $5000 car that only has a 3 sentence description and some bullet points? No one wants to read a novel, but from our experience 80% of tour descriptions tend to be too short rather than too long.
4. Point out the highlights of your product
One trick that professional presenters often employ is that, first, they tell you what they are going to tell you, then they tell you what they said they would tell you, and finally they will tell you what they just told you. That’s why you should reinforce your product description with catchy product highlights. When people compare different products, it’s the highlights they will use to compare products (and the price of course).
5. Use all the fields available
Buying services is a matter of trust and having more information about what to expect makes customers feel more confident about booking. Therefore try not to leave fields empty when using the product wizard on GetYourGuide.
The reason many people use the internet is because they can compare things online. And travel is already a crowded market. So if you want your products to stand out, writing a nice description is the first and probably most important step to take.
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