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The description of your property, thanks to keywords, is the first thing a guest finds on Google. When they click on the link to your website and start reading about your property, they decide whether they will continue reading or close the website. Your task is to interest them with your texts so that they keep reading and book your accommodation.
Therefore, for a website to be functional and bring direct reservations, that is, convert website visitors into guests of your accommodation, the texts must be structured and written in a way that convinces the guest to book your accommodation.
A pool, WI-FI, and proximity to the sea have long stopped being the main reasons why someone will choose a particular accommodation. Today, more than that is expected, but above all, an experience is what matters. However, in order to paint a picture of the experience awaiting the guest in our property and destination, we need to know the advantages of our property and destination, what sets us apart from others, and that is not just facilities, equipment, or location.
To make it easier for you to prepare your texts for your Apartmanica website, use our guide.
1. Step: List the features of your property and turn them into benefits
List what your property is and what it offers, including the surroundings and the location where it is situated, and then turn those features into benefits by asking yourself What does this feature provide?
A small property for two people can thus become “a romantic retreat for couples in love”, a property with wellness facilities can become “an oasis of peace and relaxation”, and a property with a large yard can be presented as “a perfect place for outdoor play or for pets that will enjoy running around”.
“Close to the sea” means nothing to a guest because they are already coming to the Adriatic coast, but if we tell them that the property is a 5-minute walk from a spacious sandy beach, we have painted a picture with words of the property’s position and what they can expect from the location.
2. Step: Define 3 unique selling points
List the 3 most important things that make your accommodation different from the competition. The following questions may help you:
- How is my property tailored to my guests or to the ones I want to attract?
- What facilities do I offer that my neighbors do not?
- Does my property have an interesting history or story?
- Does my property stand out in appearance, equipment, quantity, or quality compared to nearby properties?
- How do I stand out from other hosts?
You can also help yourself with the following:
- Search through reviews and recall conversations with your guests, then list what guests highlighted as the greatest advantages of the property – what won them over, why they want to return, why they had a great time, e.g. comfort, spaciousness, luxury, eco-friendly, pet-friendly, safe for children, etc.
- Research the location and list what guests can do in your destination, that is, how your guests spent their time while staying with you and what makes the location stand out, e.g. they can cool off in the nearby forest park, enjoy a balcony or terrace with a view of beautiful islands, have fun in the center of events where your property is located, etc.
- Define the target guest you want to welcome into your property. Is it a family with children, a couple with a pet, a group of young people, business travelers, people passing through, digital nomads, etc.? Think about who has stayed in your property so far, which guests you were most satisfied with, and which guests were the most satisfied with your property.
3. Step: Creating the headline
Headlines are the first sentence through which your listing or website communicates with the guest. The headline should focus on one or at most two unique selling points identified in the previous step.
You can include the name of your property in the headline, especially if it is attractive and easy to remember.
Use these formulas when creating headlines:
- (Property name): (Adjective) (type of property) for (type of guest or unique selling point)
- Example: Villa Olive: A modern and spacious holiday home for 4 people with a view of Kvarner
- (Unique selling point) in (destination)
- Example: Villa Olive: Relaxation in a heated infinity pool overlooking the Mirna River valley in the heart of Istria
4. Step: Prepare the homepage text
On the homepage of your website, the 3 unique selling points identified in Step 2 should be highlighted. Now expand on them.
Using the example of “a holiday home with a spacious yard and a children’s playground perfect for families with small children”, describe what playground equipment is in the yard, how children can have fun, whether parents can keep an eye on them, whether the yard is fenced, which is important for parents because of safety, whether it is shaded, which is important so children are not exposed to the dangerous summer sun while playing, and in what way, e.g. the natural shade of a century-old oak tree.
5. Step: Describe the property in detail
Put yourself in the role of a guest and imagine everything you would want to know about the property and how you would like that content to be presented.
Keeping in mind the benefits of all the features you listed in the first step, start writing the property description. In the first few sentences, briefly highlight those three unique selling points. Repeating them never hurts.
You are not writing only for people, but also for search engines. Unique selling points are also Google keywords, so highlight them in bold and add them to the page in the SEO descriptions.
Then refer to everything else the property offers – from the description of the rooms and equipment to additional amenities. Also mention the location where the property is situated and finish with a short introduction about yourself as the host: do you welcome guests personally or do they collect the key at another location, are you available to guests, do you live on the property, etc.
In the description, focus on what is there, that is, what guests get, not on what is missing or what will not be there. Instead of saying that the mattresses are so comfortable that guests will not toss and turn in their sleep, highlight what they will get – rest, the feeling of sleeping on clouds, comfort, etc.
Address your guest directly, as if you were speaking with them. Personalize your texts by showing understanding for guests who have traveled a long way, their wish to rest, their intention to have fun, etc. Do not forget – you are not selling only accommodation, you are selling an experience!
Avoid dry listing of information and do not overdo the length of the text. The goal is to be concise, but also to provide all the information the guest needs. Use the list of your property’s features.
Let your sentences be short and clear. Avoid long sentences in which the essence and point get lost.
6. Step: Prepare photo descriptions
Google does not “read” only text, but also photographs. However, in order to “read” photographs, it must know what is shown in them. Tell it with simple short descriptions of what each photograph shows, adding the name of your property, e.g. Heated infinity pool overlooking the Mirna River valley in the heart of Istria at Villa Olive. Your guest will read those descriptions too, so help them imagine how they will feel or what they will experience.
7. Step: Describe the destination
Research on the tourist board’s websites what the guest can visit, what activities they can try, what specialties they can taste, etc. Select several of the most important ones and prepare short descriptions, photographs, and links to websites where they can get more information.
8. Step: Introduce yourself
It is important for the guest to know to whom they are giving their money. Describe yourself as a host, together with your spouse or family if you are in this business together, and briefly highlight your interests, how long you have been renting out accommodation, which languages you actively speak, and how you will welcome your guests. Add a photo of yourself, or of yourself with your spouse or family, so that the guest knows that real people are waiting on the other side.
By following these steps, you can prepare texts for your new Apartmanica website or update your existing texts. In addition to being able to create your website immediately, you can also try it for free and have it ready in just 10 minutes.
Did you know that you can create your new website immediately and try it for free?
In just 10 minutes you can start building your new website and see what your online presentation will look like.
