No one has time to go through paragraphs after paragraphs of content on a hotel's website. If someone wanted to read, they would rather go to a library (well, an online one at least). If you need 4 paragraphs to send the message across, you are probably trying too hard to sell. Keep it short, precise and simple. Let images and videos say a thousand words.
DON'T FAKE IT: If you are not an architectural marvel, don't portray it like one. Yes, everyone exaggerates and it is factored in by the prospective guests but there's a limit to the grey area. Do not step into the black zone and make your guests regret booking with you. Every word on your website is a promise and the least that y ou break and the more that you keep, the better.
WEBSITE IS FOR GUESTS: Your personal liking or taste is probably of least significance. Do not try impressing yourself, impress the target audience. Speak to them in the language they understand, portray the image they want to see. If the website content doesn't appeal to the target audience then you can kiss online bookings goodbye.
LET THE PROPERTY COME ALIVE: It is often the case that the web content is developed by a person who just has facts and figures without really understanding how the property speaks to the guests. It is important that the content developer not only understands brand personality, positioning and identifiers but also has first hand experience of the property. A narrative of the service and amenities is not enough to compel a user to book room nights, you need to promise the guest an experience which can only be had at that particular property.
THINK SEO: As important as your content is to the prospective guests, it is equally important to the search engines. If Google doesn't like your content, you can forget direct bookings as you would not feature among the top search results. However, it is important that you pick the keywords prudently and not go after high volume keywords which may generate good traffic but fewer conversions. Target the correct audience and work towards pleasing them on the site rather than aiming for huge traffic which will just hurt your site's bounce rate without any addition to your revenue.
