How to write appealing travel website content

Create appealing travel website content that resonates with your target audience and ranks well in search engines with these 7 tips.
Write appealing travel content

Finding your travel expert voice

In the world of travel website content, keeping a balance between serving your target audience and search engines is essential for the success of your travel business. Your dream customers should always come first, but it doesn’t mean you should neglect Google.

While your ultimate goal is to meet the needs and interests of your dream customers, search engines play a significant role in getting your website content discovered. Travellers seek your expertise when planning their journeys, so it’s important to find your travel expert voice.

Search engines can help your content reach a larger audience, making your expert advice more accessible. To achieve this, you should optimise your website content.

However, always keep in mind that your content should be customer-first. Your travel expert voice is what builds trust and loyalty among your audience. It’s the genuine connection you establish by addressing their travel interests, needs, and worries.

In essence, this article guides travel businesses in achieving a balance between satisfying Google and serving your dream customers need for valuable travel insights.

Below, we’ll provide 7 practical tips to help you strike that balance effectively.

7 tips on how to write appealing travel website content

Next, we’ll give you 7 tips on how to write appealing travel website content. Use the links below to learn more about a specific tip directly.

  1. Consider your buyer persona
  2. Define your goal
  3. Keep it simple, stupid
  4. Visualise your content
  5. Write lengthy texts
  6. Use outgoing and internal links
  7. Strategically place keywords

1. Consider your buyer persona

To start, you should always prioritise understanding your buyer persona’s interests. For instance, if your travel business specialises in trips to Tanzania, it’s safe to assume that your target audience is already well-acquainted with the country’s highlights. However, this is where your expertise shines – by revealing the hidden gems and extraordinary experiences that sets your business apart from the competition.

Consider your buyer persona

2. Define your goal

Before you start writing, it’s essential to define a clear goal for your website content. Avoid creating content just for the sake of it. Instead, consider what you intend your (potential) customers to gain from it. Equally important, what are the benefits for your business? Goals for your content can be:

  • Sharing valuable knowledge with your existing audience
  • Expanding your reach to engage with a new audience
  • Providing comprehensive answers to questions
  • Promoting and showcasing your services effectively

By defining your content goals, you not only provide clarity to your writing process but also ensure that your content serves a purpose, both for your audience and your business.

3. Keep it simple, stupid

The age-old K.I.S.S. principle was created in the ’60 but remains as relevant today as ever. This principle states the idea that systems perform best when they have simple designs. In the best-case scenario, your website content is easily comprehensible to every reader. Consider the following tips to keep your content simple:

  • Write in short and straightforward sentences
  • Break your content in easily digestible paragraphs
  • Incorporate descriptive subheadings
  • Create lists to organise and present information

By complying to the K.I.S.S. principle, you improve the accessibility and appeal of your travel content.

Content for humans and search engines

4. Visualise your content

Use visual imagery in your website content whenever you can. Visuals not only capture attention but also make your content stand out. As a travel business, you have an easy opportunity to use beautiful imagery from the destinations you offer. Also, it’s easier for people to remember things if you visually demonstrate it to them. Consider integrating the following into your content:

  • Photos that showcase your destinations
  • Videos that provide immersive experiences
  • Illustrations that clarify concepts or processes
  • Informative charts and graphs to support data-driven points

By embracing visual elements in your travel content, you not only make it more engaging but also improve its memorability, leaving a lasting impression on your readers.

Visualise your content

Besides drawing attention, visualising your content helps your rankings in the search engine. Google considers visit duration as a ranking factor. People tend to stay longer on a page when it’s visually appealing. Optimising your images for search engines contributes to this further.

5. Write lengthy texts

The length of your website content plays a crucial role in its performance, especially on platforms like Google. o rank well in search results, aim for a minimum of 500 words. However, you have a better chance of ranking well with texts that exceed 1000 words or more. Yet, longer texts demand more from you as an author.

Do not write more, just because you want to surpass the 1000 words. If a text is poorly written, it won’t engage readers, and thus will not rank well in Google. Whenever writing a lengthy text, think about the K.I.S.S. principle (tip 3).

6. Use outgoing and internal links

Incorporating links in your content benefits both your target audience and search engine visibility. By using outgoing links (linking to other websites), you provice visitors with information that is relevant to your content. Besides this, it helps Google understand better what your content is about, which can boost your ranking. Consider this as an opportunity to link to partner websites, further strengthening collaborations.

Internal links (within your own website) serve to guide visitors to additional, relevant information on specific topics or lead them to revenue-generating pages Also, it helps Google understand the structure of your websites, which in its turn boosts your rankings.

By strategically using both outgoing and internal links, you can improve the user experience, strengthen your content’s authority, and increase your website’s overall visibility in search engine results.

7. Strategically place keywords

Writing website content around keywords is extremely important. There are a lot of free keyword research tools you can use to increase the ranking of your content. Once you’ve determined your keywords, you should strategically place them within your content. While the main body of your text is a natural location, consider incorporating them into the following elements:

  • URL
  • Title
  • Meta description
  • Images alt and title tags
  • Opening paragraph

Not only is this useful for search engines, your target audience also profits from it. By matching keywords people already search for, placing them strategically helps them recognise your content offers as exactly what they are looking for.

Don’t forget to analyse your data

If you are dedicating time and effort in improving results for your website content, don’t forget about analysing your website and search data. Without analysing the data, optimising your website and business strategy becomes a shot in the dark.. After all, how do you know if your strategy works if you don’t measure the results?

By regularly analysing your data, you gain valuable insights into your content’s performance, audience behavior, and the impact of your strategies. This information allows you to make informed decisions, refine your approach, and enhance your travel content and business strategy for better results.


  1. KISS originally meant Keep it simple, stupid. But today most people actually use it in the sense of Keep it simple and sexy.

  2. I’m still confused about finding key words to optimize my content!? Give ‘ key words’ examples say on cultural tourism in Uganda?

    1. Hi Hilda,

      You can use Wordstream for inspiration for example: Also we’ll be elaborating on keyword research in the course ‘8.2: Find relevant topics’! Some topics however, might be too specific to find good keyword data for. For those topics we also describe other ways to find out what people are searching for.

  3. Empowering! We have work to do! I like the KISS idea and keeping it stupid! Very good technique that draws attention to web visitors. Remember as tour operators we are here to manage stress!!

    I also like the idea of sharing videos, images this allows a sneak-peak of your potentials customers in what type of niche you are offering.

    Thanks Team!

    1. Hi Harriet,

      Giving potential customers a peak into your tours for sure is a great way to promote your business! As tour operators you have the possibility to create great and inspiring content!

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