7 easy copywriting tips to help you get more visits to your tourism website

In this post Fiona explains what Copywriting is and how to go about it and create great content for your Website.

Are you thinking “what is copywriting?”

Or, “Isn’t copywriting related to not taking other people’s work and sharing it as my own?”

First, what it is not.

Copywriting is NOT the same as copyright.

Copyright is the legal term for making sure you’re giving credit where credit is due, if you share or reference someone else’s work … but more on that in a couple of weeks.

Copywriting, on the other hand, quite simply, is writing that is designed to persuade or sell.

If your tourism website contains content (i.e. text/words) that you wrote yourself, either because you couldn’t afford to hire a professional copywriter or because you didn’t even think about it, here are 7 easy tips and tricks to make your “copy” (i.e. your content) more effective.

The focus of today’s tips and tricks will be on preparing to start writing, then the second post in this two part series will get into the nitty gritty of how to write persuasively.

Start By Brainstorming

Before you even begin writing a new page or rewriting an old one, spend at least 10 minutes doing some brainstorming.

Think “what words or phrases would my customers use to search for my products or services in Google”?

These words, which appear anywhere online, are known as keywords, regardless of whether we’re talking about one word, like “tourism”, or a 5-word phrase, like “tourism marketing for small businesses”.


 Ask Your Community

Ask your community – current customers, past customers, people within your social networks, family, friends – what words or phrases they would use to describe your products or services, if they were looking for your website in Google.

Make Some Keyword Niche Lists

Once you have a list of words describing your products or services, go through the list and categorise them.

What you’re trying to achieve is to have all your words grouped into niches of similar words/phrases that relate logically to each other, a bit like the image below, which shows what people are searching for that relates to the initial (or seed) keyword of “train”.

For example, an accommodation operator might have categories like “Room Facilities”, “Resort Facilities”, or “Things To Do In Katoomba”.


Map Your Keywords To Your Pages

When you have your categories/niches, work out whether each keyword niche list could be integrated into an existing page on your website (and if so, which one) or if not, what sort of new page you could create based around that group of keywords.

Create a keyword map, in which you decide which existing page or which new page is going to be about which niche/topic.


Then, out of each niche list, decide on one or two main keywords (remembering that a “Keyword” can have any number of actual words within it), for each page.

The idea is that these one or two words (or phrases) in each list will be the focus of each page, with the other words in your list supporting them and helping you to write the bulk of the content.

Keyword Research

Don’t know which words to choose as your focus words?

This is where a keyword research tool can be handy.  There are plenty of them online, both free and paid options.

I will write a future post about some of my favourite keyword research tools, but in the meantime, you want to choose words that have a reasonably high search volume (that is, lots of people searching for the word or phrase each month) but low competition (that is, not too many other webpages that are using the same keywords).

Some keyword research tools are intended for selecting words to use in pay-per-click advertising, (e.g. Google AdWords), so you need to be careful whether the competition metric you’re looking at is for paid advertising or for organic (i.e. regular) search engine result listings. But again, I’ll explain the different tools and their pros and cons in a future post.

Where To Use Your Keywords
Once you have your focus keywords, then make sure that you use your main, primary keyword in specific sections of your webpage.

Some of the sections listed below may be gobbledygook to you.

That’s OK.

I also intend to write a future article explaining all the complex online marketing terminology in simple layman’s terms, but for now, shoot me an e-mail and I’d be only too happy to help you find the relevant sections on your own website. I’ve also included a marked up screen shot (below) that should help.

These sections include:

  • Your Page Title
  • Your URL
  • Your Meta-Description
  • The first paragraph
  • The Page Heading
  • The last paragraph
  • Your Breadcrumbs/Navigation Menus (Optional)


OK, so be honest … was this post helpful? Did you learn something? Or was it clear as mud? If you read last week’s post, you’ll know that I’m new to this whole blogging thing, so I’m eager for feedback.

Please comment below if there were any areas of this post that you would like further clarification on … or if you have something additional to contribute to the conversation.
By Fiona Allan

Content Marketing, Copywriting, Keyword Research, Online Marketing Tips, SEO Copywriting

About the Author: Fiona Allan

Fiona Allan
Fiona Allan

Purple Patch Marketing provides online marketing and copywriting services to small businesses in the Australian travel and tourism industries. With over 10 years experience within the international and domestic tourism industry and 7+ years experience in digital marketing, Fiona Allan can help you to get your tourism business found online.

FREEBIES: Grab your free resource + bonuses!

Pop your details below to download your free resource and our extra bonuses, which include cheatsheets, our Smart Tourism Marketing System email course and monthly grant funding opportunities! 

Feel free to leave a comment so we can get back to you with a professional and practical answer.

Leave a Comment

Your email address will not be published.


Use Loom to record your screen and talk to your issue if you'd like! Then paste the link in the comment :)

Latest posts

Team members sitting in front of a macbook screen discussing the 20% bonus tax deduction for small businesses under the Small Business Skills and Training Boost

20% Bonus Tax Deduction for Small Businesses Investing in Skills and Training

We explain how tourism businesses can access a 20% bonus tax deduction under the government’s Small Business Skills and Training Boost.

Read More →

Complete a SWOT analysis to uncover new growth opportunities in 2022

Reassess your business in 2022 by conducting a SWOT analysis that identifies your strengths, weaknesses, opportunities and threats.

Read More →

Grab our Freebies

Click here to access a number of free checklists and resources available to Tourism Operators.

Head office

Suite 1,
57 Woodfield Rd
Pullenvale QLD 4069 


Suite 101,
18-20 Victoria St
Erskineville NSW 2043


5 Molesworth St
Hawthorn East VIC 3123


120 Kenilworth Rd
Parkside SA 5063

Agnes Water

139 Bicentennial Dr
Agnes Water QLD 4677


36C Rte de St Cergue
1260 Nyon


Our team would like to acknowledge the traditional custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today. We acknowledge that the sharing of knowledge has occurred across the lands and waterways of Australia for many thousands of years. As we continue to share stories and support small tourism businesses we try to listen to the knowledge and practice that has always existed here and consider how we can contribute to the preservation of culture and Country wherever we live and work.

© proudly brought to you by Digital Coaching International   ABN: 45 153 766 771 All prices are in Australian Dollars

Terms & Conditions  | Privacy Policy