Frequently Answered
Questions

I meticulously craft persuasive, strategically structured content for hotel websites. I ensure you clearly and consistently give potential guests the information and inspiration they need to take the actions you want.

You don’t have to but it is a big job to undertake yourself. Also, it’s hard to ensure consistency in length, style and tone across the entire site when you haven’t been doing this day in, day out for nearly 20 years.

Absolutely. I can develop your copy from scratch, whether you're launching a new hotel, repositioning an existing property or even replacing outdated website content. You just need a tone of voice first.

It’s the most important part of the whole project. It’s a comprehensive guide to how your brand talks, how it presents itself, what it does say and what it never says. It’s the personality and feeling you want your guests to experience. And crucially, it’s easy to follow.

If you need me to. I'll look at what’s already working, identify opportunities to improve it and rewrite the content around your positioning and needs. However, you will still need to start with a tone of voice to ensure what I write matches your vision.

I can. But I’m yet to come across a tone of voice for any hotel that amounted to more than a single page buried inside a comprehensive Brand Guidelines document. I take your tone of voice much more seriously and dive much deeper into it.

As much as you can muster. I’ll send you a short questionnaire to help ensure I’ve the most important information. But anything you have – a current website, flyers, marketing material, brand research etc – will really help me hit the ground running.

Of course. But I never let SEO get in the way of engaging and enticing writing. The words on your hotel’s website must be genuinely useful content that works for both prospective guests and search engines.

I write things that are not only easy for people to read but easy for AI tools to understand. It’s all about being clear, consistent and specific. Basically, highlighting things guests actually look for, rather than just pushing the things you want them to look at.

Yes. If it’s used badly. If it’s unnatural or repetitive. If it’s awkwardly stuffed into unnecessary sentences. If it puts the brand first and the customer second. Or if it’s written for search engines instead of people.

Yes. Whether you're a five-star luxury hotel, a resort, an independent boutique property, a country house or even a self-service hostel, I can craft copy around your audience, your brand and your needs.

Definitely - room descriptions are often where inspiration turns into bookings. I write practical, evocative descriptions that bring the space to life, highlight the details guests look for and give them compelling reasons to book.

Not only can I but I strongly encourage you let me. By writing every page of your website, I can ensure there’s consistency in what you’re saying and how. If different pages are written by different people at different times, you could confuse readers about your exact offering.

Yes. Destination content’s really important. It can give guests genuinely useful information about things to do while staying with you. And it reinforces the message that you’re ideally located for anyone who wants to explore and experience the area around your hotel.

100%. In that, this is 100% the most important part of writing for your hotel’s website. What I write has to lead to direct action like bookings. That said, you can’t just tell or instruct readers to book. So I’ll entice and inspire them to do so.

I start by gathering information on your property, your customers and your goals. I use that to craft your Tone of Voice. Once that’s approved, I craft every word for every page you require. When you’re happy, I send everything to you or the developers you’re working with.

A Microsoft Word document. Word is the original and still number one. Everyone can work it. Every computer can open it. And every stakeholder can easily follow it. There are a host of different apps for website copy but Word will work best for me, you and your developers.

Your most important question, is the hardest one for me to answer. The timeframe depends on the size and complexity of the website, the number of pages, the amount of research required and how quickly feedback and information can be provided. Rest assured, once we scope out your exact needs, I'll provide a clear timeline and stick to it.

We’ll agree that before work begins. I’ll make your copy as accurate and strategically useful as possible by establishing your goals, your positioning and your tone before starting. Feedback is then incorporated in the agreed revision stage or stages.

I can and I do. But you'll still be my main point of contact. I just need to see what you both envision design-wise. While I don’t need every page, I do need a good idea for what they have in mind for the main ones.

Absolutely. Hotel websites always involve several specialists and things works best when everyone is working towards the same goals. I can collaborate with whoever you need me to, to get the job done.

Just start by saying hello. Contact me when you’re ready to talk and I can bring you through whatever you need to do to achieve your goals for your property. I’ll then explain the next steps, timeline and the investment involved.