3 Words and phrases on the sh*tlist for hospitality websites

Cape Town Bucket List
August 22, 2018

Have you ever heard the phrase, “It’s not what you say, it’s how you say it”?

When it comes to marketing and driving sales, no expression could ever ring more true.

When writing copy for your hospitality website, there are a lot of things you can do wrong.

Obviously you want whoever is reading to click that “Book” button (and you MUST have a “Book” button), but that’s never going to happen if you have the same crappy wording as everyone else.

Here are some words and phrases that should never see the light of day on your website:


“We are the best…”

First thing that comes to mind? Says WHO!?!

Anyone can say that they are the best. In fact, when you hear them saying that, it almost makes it less relevant. My brain immediately starts to crit and make comparisons, ultimately revealing that whoever said that about themselves is full of crap.

Here’s what you can say instead:

(Your business name) is the authority in…”
This phrase immediately places the idea in the reader’s mind of someone to be listened to and respected. There’s no chest-puffing or blowing your own horn. Just facts.

If you want to point out why, in fact, you are indeed “the best”, rather use testimonials to do this. You will seem more trustworthy with your praises coming from others that have experiences your service.


“Nestled in the rolling hills of…”

Are you writing poetry or trying to get bookings?

This phrase is just too overused to have any impact on users clicking through to your bookings page.

Rather give examples of attractions and “Wow” factors around you. Have you got breathtaking views? Say that rather!


“Arrive as guests (or strangers), leave as friends”

If I had a dollar for every time I had read this on an accommodation website, I would be rich! In fact, I once worked on three websites in the same town that used this copy.

Users will be more responsive to text that stands out. If you’re using the same wording as everybody else, that’s not going to convince people that they are going to have a unique experience with you. Rather suggest a way that booking with you will make their lives better. If you can’t think of one, you’re doing something wrong…


All in all, how you communicate your brand on your website can make or break the decision to click through to your bookings page. If you’re writing meaningless rubbish, you’re going to see it in your click-through rate. You want to write copy that creates a sales funnel and gets you those bookings.

Take a look at some of the websites that The Gypsy Project has created for our clients. We would love to create one for you too!


  1. corded says:

    That iѕ a very good tip especially to those fresh to the blogosphere.

    Simple but verү accurate info… Many thanks for ѕharing this one.
    A must read post!

  2. Gary Gilbert says:

    Hi Storm

    Just wanted to say thanks for the gruelling facebook seminar/tutorial.

    It was:
    * Informative (just the right balance of facts’n’stats and street-fight talk)
    *Inspirational (even if I haven’t actually yet put anything you told me into practice – still cogitato, capice)
    *Incredible value for money (see what I did there – all the I’s)

    Hope to stay in touch; if only to see if you agree it was money well spent on my part.

    Gary Gilbert at Waterberry Park

    • admin says:

      Hey Gary!
      So glad you enjoyed it (and my “street-fight talk”)!
      Looking forward to watching your online transformation (because I’m a creepy Facebook stalker and I am TOTALLY watching your page)
      I’ll see you soon for one of your fantastic pizzas 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *