Post by account_disabled on Mar 9, 2024 22:54:57 GMT -5
We recently renewed the website of a structure in the center of Rome (for the sake of convenience let's call it Hotel Excelsior). Imagine a historic building near the Spanish Steps, with an elegant style, rooms with canopy beds, a breakfast room overlooking the roofs of the capital and a staff who really knows how to put customers at ease, as can be deduced from the many reviews on social media network. The hotel's target audience is middle-aged couples, visiting mainly for cultural reasons. Obviously we suggested that the property also review the texts on the official website because those on the previous site seemed decidedly too formal and not very persuasive: after all, how could we not enhance the hotel's Unique Selling Proposition with a touch of creativity ? How can we not try to involve the user in a "multisensory mini-journey" for a moment, in an attempt to hold them just long enough to convince them that the hotel is different and that it is worth visiting its site? Do you remember the good old saying “Words tell, Emotions sell”? The text on the old site looked something like this: “The Hotel Excelsior is a splendid 4-star hotel located in the center of Rome, a stone's throw from the Spanish Steps.
The hotel is housed in a historic nineteenth-century residence recently Venezuela Phone Number restored but still full of charm, and houses 20 rooms equipped with the best, most modern and technological comforts.” The text we proposed for the new site is of this type: “The warmth, familiarity and welcome of the Hotel Excelsior, an elegant 4-star hotel in the center of Rome, will make you feel right at home. By staying at the Excelsior, located inside a recently restored historic building, you will have the impression of being surrounded by the atmosphere rich in history and charm of the capital. From here you can reach Piazza di Spagna, Trinità dei Monti and the Trevi Fountain in a few minutes on foot and, after a day of excursions and shopping, you can enjoy a tea in the room overlooking the city's rooftops and relax in one of the rooms with hotel canopy bed.” At first glance there is nothing wrong with the first text, but in reality it lacks some "best practices" dictated by good copywriting that I instead tried to employ in the second text: Enhancement of the USP : the first text does not sufficiently highlight the Unique Selling Proposition that distinguishes the structure: where have all the city's monuments gone? The hotel is not only close to the Spanish Steps, but also the Trevi Fountain and Trinità dei Monti.
These are indications of value both for the user and for search engines. And where have the four-poster beds, the period furniture and the breakfast room overlooking the rooftops of Rome gone? These are all aspects that make the structure unique and particular and which should at least be mentioned on the homepage. Features vs. Benefits : the first text contains only a list of the hotel's features. Faced with these, the user is only a passive subject. In the second text, however, the user is made an active part of the image and is made to perceive the benefits that could derive from these features. This makes communication much more effective. Is it better to tell the customer that the hotel is a few meters from the Spanish Steps, or that from the hotel they can reach the Spanish Steps and all the other monuments in the center in less than a minute? Is it better to tell him that the hotel is located in a nineteenth-century building, or that every evening he will be able to rest in a refined and elegant historical environment perfect for recovering his energy? Address the person reading you directly : the first text is too impersonal, it is a description of the hotel that appears detached, didactic and brochure-like to the user, it does not confer trust or interest. As we specified in a previous post dedicated to a web copywriting aspect , it is better to address the user as "tu" or "you", as I did in the second text, because it gives a greater sense of familiarity and security.
The hotel is housed in a historic nineteenth-century residence recently Venezuela Phone Number restored but still full of charm, and houses 20 rooms equipped with the best, most modern and technological comforts.” The text we proposed for the new site is of this type: “The warmth, familiarity and welcome of the Hotel Excelsior, an elegant 4-star hotel in the center of Rome, will make you feel right at home. By staying at the Excelsior, located inside a recently restored historic building, you will have the impression of being surrounded by the atmosphere rich in history and charm of the capital. From here you can reach Piazza di Spagna, Trinità dei Monti and the Trevi Fountain in a few minutes on foot and, after a day of excursions and shopping, you can enjoy a tea in the room overlooking the city's rooftops and relax in one of the rooms with hotel canopy bed.” At first glance there is nothing wrong with the first text, but in reality it lacks some "best practices" dictated by good copywriting that I instead tried to employ in the second text: Enhancement of the USP : the first text does not sufficiently highlight the Unique Selling Proposition that distinguishes the structure: where have all the city's monuments gone? The hotel is not only close to the Spanish Steps, but also the Trevi Fountain and Trinità dei Monti.
These are indications of value both for the user and for search engines. And where have the four-poster beds, the period furniture and the breakfast room overlooking the rooftops of Rome gone? These are all aspects that make the structure unique and particular and which should at least be mentioned on the homepage. Features vs. Benefits : the first text contains only a list of the hotel's features. Faced with these, the user is only a passive subject. In the second text, however, the user is made an active part of the image and is made to perceive the benefits that could derive from these features. This makes communication much more effective. Is it better to tell the customer that the hotel is a few meters from the Spanish Steps, or that from the hotel they can reach the Spanish Steps and all the other monuments in the center in less than a minute? Is it better to tell him that the hotel is located in a nineteenth-century building, or that every evening he will be able to rest in a refined and elegant historical environment perfect for recovering his energy? Address the person reading you directly : the first text is too impersonal, it is a description of the hotel that appears detached, didactic and brochure-like to the user, it does not confer trust or interest. As we specified in a previous post dedicated to a web copywriting aspect , it is better to address the user as "tu" or "you", as I did in the second text, because it gives a greater sense of familiarity and security.