Content Style Guide

Creating a high-quality listing for your tourism product – one that works for your audience as well as resellers – requires a bit of time and effort. The rewards are obvious, though, so let's explore how Magpie can help you craft a unique listing that attracts customers and makes it easier to manage your listing across multiple sites.

What your listing should do

The objective of your listing is to attract customers and allow them to book. A great listing is more than just an accurate representation of your product. We'll show you how to create a listing that uses proven marketing tactics to:

• Create trust and confidence in you and your product,
• Enable a potential customer to imagine themselves engaged in your activity,
• Remove spend guilt, which is a major reason people decide against purchasing online.

How people read digital content

On websites and apps, users don't read every word – at least not when first finding out about a product. They skim. So even a single phrase that doesn't add to a user's understanding is a distraction. We'll show you how to use this to your advantage by:

• Getting to the point, fast,
• Identifying and removing unnecessary content,
• Structuring sections to maximize effectiveness.

Put your content first

Resellers operate on websites and apps; each with their own styles, colors and fonts. Your potential customer is looking at your content on desktops, tablets and phones. We need to make everyone happy. A ‘content first’ approach simply means that content that works on all devices will work for more people. You can create effective mobile-first content by:

• Not assuming content layout or appearance,
• Creating a clear hierarchy of content and calls to action,
• Writing everything more concisely: headings, descriptions, highlights and all.

Style: Consistency matters

Trust equals consistency over time. Being internally consistent – whether that be within an individual product or across a suite of products – signals to potential customers that you're serious. The important thing is to decide on a style and stick to it.

Task focus

Modern businesses and websites understand that allowing customers to successfully complete tasks is the key to growth and longevity. The three steps to take are:

Get specific

Remove generic words that any other operator could use. “A scenic view” is a waste of character count. Try these instead:

Approachable content: Write directly to your audience

Tourism product listings work best when written in the present tense (as if it's happening now) and in the second person (speaking directly to the reader). This gives your reader permission to imagine themselves engaged in the activity.

Active voice

Active writing is clearer and shorter. Passive writing flips this, usually by putting the object first and the subject last.

Every field in your listing is an opportunity to attract, inform, and convert. Here's how to make each one count.

Images

93% of online shoppers consider imagery when making a purchasing decision. Your images are one of the most powerful tools you have.

Tips for great images

• Select a primary image that shows something unique.
• Include one image of each key attraction or feature.
• Take authentic photos — avoid generic stock imagery.
• Show experiences from a distance and in detail.
• Use natural light whenever possible.
• Include some images of people enjoying your product.

Good Photo Example

An establishing shot showing a unique tourist environment with customers engaged in an authentic activity. The photo is well-lit and composed.

Poor Photo Example

An uninspiring, poorly framed, and badly lit photo of uninspired subject matter, with no sense of fun or engagement.