How to write descriptions?
These days, the tourist sector conducts an increasing amount of its business over the Internet. It’s a different situation compared to a few years ago, when many tourists would opt to leave their holiday arrangements in the hands of travel agencies. But thanks to the speed and simplicity of the web, people can now view all types of holiday accommodation using their electronic devices, so you need to know how you can stand out from the competition.
If you’re the owner of a rental home, I’m sure you’ll have tried to advertise your holiday accommodation in the best possible way, using attractive images. But it’s sometimes not enough to just display some photographs that highlight your property’s best features — you need to learn how to convince your future guests with words. That’s why today we want to help you to learn to write descriptions that will capture the imagination of potential renters and make their minds up for them.
The key points
- Take care over the text. More doesn’t mean better, so the first thing to bear in mind when it comes to penning a description is to take care over the type of text you’re writing up. You need to know how to describe the main features of your rental home in a clear and convincing way and by using just a few words. If you want to achieve this, it’s best to avoid technical terms and to use short phrases expressed in language that everyone can understand.
- Give clients a call to action. What’s the simplest way to convince someone? When you encourage them not to delay a decision, to act quickly if they don’t want to miss an opportunity, etc. That’s why you should include some calls to action aimed at clients — to get them to book as soon as they can and assure themselves of the best possible place to spend their next holiday. But this ‘strategy’ also carries with it the risk of being too aggressive. In other words, you need to encourage clients to choose your holiday accommodation over others and to make their minds up as quickly as possible, but you have to do it without being too pushy, as this can put potential guests off.
- Use positive language. The important thing, always, is to fill the description of your advert with positive language. So, how’s it possible to write like this? By avoiding mention of anything your rental home doesn’t have and only talking about the features it does have. For example, if your holiday property doesn’t have a lift, you shouldn’t say that “the property does not have a lift”, but comment instead that “the property can only be accessed via some stairs”. That way, you say the same thing, but with positive language.
- Use adjectives. And with regard to the previous point, adjectives are very important when it comes to arranging your words in a way that will make a positive impression on readers. You should use adjectives that will best describe your rental property — ones like “bright”, “quiet”, “spacious”, “accessible”, etc. As well as using positive language, the description of your holiday home should be simple, concise and easy to understand so that readers can find out about its most notable features.
- Use bold text and dashes. Where possible, you should avoid writing uniform blocks of text. But this will depend on whatever website you use to advertise your holiday rental accommodation and the options you have available. Wherever you can, you should use bold text to highlight any keywords that emphasise the main features of your rental property. Another option is to use dashes so that the reader is clear about what they’ll find in your holiday home if they choose to rent it. You should also bear in mind that most people read Internet content diagonally. So, provided you make it easier for them to read your text, by using highlighted words and phrases, they’ll be more likely to pay attention to it.
- Don’t just focus on your rental home. Although your guests might be looking for accommodation that meets their holiday requirements, they’re not only interested in your rental home, but in whatever else they can find in the local area. So, at the end of the text you should always try to capture the reader’s imagination by including any services that aren’t part of your rental home, but that complement it and make it an ideal option. We’re talking here about things like nearby recreational areas, the distance to the main beach, local shops, public transport options, how easy it is to find parking spaces, etc.
- Be willing to resolve any questions. As we mentioned at the start, more and more tourists are planning their holidays via the Internet and choosing to rent holiday accommodation, but there are also many others who are still a bit reluctant. So, how can you convince potential clients? By being willing to resolve any doubts they may have once they’ve read the description of your rental home and viewed photographs of it. You should also be alert to any questions that might be asked of you —and you’ll need to answer them as quickly as possible so as not to lose any potential guests in the time it takes you to respond.
- Be flexible with dates. While many owners prefer to set a minimum number of days’ stay in their holiday homes, the more flexible you are with dates, the better chance you’ll have of renting your accommodation out. This is especially true if you set a larger number of days during times that are less busy for tourism, such as June and September, or when it comes to weekend breaks throughout the year.
Simply by taking care over the words you use to describe your rental home you can get a much more positive response from potential guests. You just have to spend a bit of time thinking about the most important features of your holiday accommodation and be able to capture these same qualities when you compose your advert. You should make good use of adjectives and write short, descriptive sentences. It’s especially important to use positive language.
It’s also important to look beyond your holiday property itself and to highlight all the other things that clients will be able to find if they decide to spend their stay there. For example, you should mention locally available services, as well as the standout features of the local area, to make your rental accommodation even more attractive to potential guests. So, invest a little time and imagination and you’ll be able to increase the number of clients interested in renting your property for their holiday.