How to Improve Bad Copywriting on English Hotel Websites
Enhance Your Hotel’s Image - Eliminate Bad Copy
One of the basic elements customers or clients scan a (hotel) business by is by the content they read on a (hotel) website or on marketing materials they are given at a fair (if they visit fairs).
They look at the copy. The text.
And at the images. How these boost the credibility of the text.
If you’re on the opposite side, and you know your copy doesn’t do its job, read on.
I’ll tell you how to improve bad copywriting.
Showing you a Swiss hotel’s copy that I did in 2024 as an example of good copywriting
To measure how effective or good the text your potential clients/customers read is, ask yourself these questions:
Ask yourself these questions if you’ve written your website’s copy. If at least 1 answer is a NO, you’ve got to improve your copy.
Questions That Will Make You Want to Improve Bad Copywriting
These questions concern any kind of copy. It doesn’t necessarily have to be hotel copywriting that we are discussing now.
Does the (hotel) copy attract the reader?
Does the (hotel location) product also look irresistibly good?
Does the content speak to reader directly, does it engage them properly?
Does it try to provide a solution to their problem (does the hotel have an adequately equipped room that they are looking for)?
Does the (hotel) product offer this solution at a reasonable price?
What about headlines? Do headlines grab attention and deliver what they say?
(do websites learn from copywriting headlines out there that really convert?)
etc.
This filtering process doesn’t take long, that is, the reader/customer doesn’t need much to be able to say:
“Well, this is pretty bad copywriting. They ought to improve it!
Apart from bad grammar, typos, the text really doesn’t produce any feeling for me.
It’s boring, drab and dry!”
Having analysed a lot of Croatian hotel websites that have their content translated into many languages, English being one of the dominant ones, alongside German, I can say that a lot of Croatian hotel businesses stubbornly say no to hiring English copywriters (native English copywriters or graduates of English who have been in the copywriting business for a long time) to do English copywriting.
This stubbornness doesn’t do them any good.
If they want to elevate their hotels’ image and position themselves as the best accommodation there is in any given area, then they really should relent.
Why Business Owners Don’t Want to Improve Bad Copywriting on Their Sites
It’s a tough job to convince them they ought to improve their bad copywriting.
They don’t want to invest into copy:
because they want to act quick, drop content as fast as possible, and spend more on advertising
because involving an English copywriter would be costly, and that might slow down their marketing efforts
oh, and there’s AI doing the copywriting for businesses (you need to paste a competitor’s copy on their homepage for the AI tool, write a prompt for AI to rephrase it, and there you have it!)
But it’s necessary to improve bad copywriting, because to some hotel guests content plays a huge role.
Quality, convincing, and interesting content has the value to bring website visitors to the final stage: book or buy!
It’s the power of content that has the capacity to transport readers into the exact space being described when we talk about hotel copywriting).
If the descriptions of the rooms and facilities are so vivid, detailed, and accompanied by stories they can picture themselves in, they will instantly have the urge to travel there as soon as possible.
So, let’s see some of the bad copywriting examples that urgently need improving:
Examples of Bad Copywriting That Need Fixing
Underneath you’ll find a PDF document with 5 examples taken from Croatian hotel websites that have made pretty bad mistakes in their English versions.
You’ll see how you can remedy them below:
5 Examples of Bad English Copywriting That Needs Improving
Let’s devote some time now how to immeaditely improve bad copy.
The image below will show you how.
These 5 actionable tips relate to the most common mistakes found in website copywriting.
These 5 remedies are the way to correct bad copywriting examples.
Apart from improving your bad copy, don’t forget that you can also do a lot with SEO.
Combining copy with SEO is the best way to get more visibility and get more traffic to your website. I invite you to read more on SEO to have a clear image on what SEO can do for your business.
Contact me to help you after that.