As a tour operator, your tour description page is the digital storefront of your business. It’s where potential customers get their first impression of what you offer. Let’s deep-dive into three crucial elements that can make or break your tour sales: the name of your tour, the hook (or bold promise), and the call to action. These components are the first things visitors should see when they land on your page, and they play a vital role in converting browsers into buyers.
The art of naming your tour
Let’s start with the name of your tour. Many tour business owners tend to overthink their tour names, but the good news is that the name doesn’t matter as much as you might think. However, there are some best practices that can give you an edge:
1. Keep it simple and descriptive
Choose clear, descriptive language for your tour name. For example, “Vancouver Brewery Tour” immediately tells visitors what the experience is about. This approach also benefits your SEO efforts (search engine optimization), as these are likely keywords potential customers would type into Google.
2. Get creative in crowded markets
If you’re in a competitive market where simple names are already taken, it’s time to get creative. Take “Walks of Italy,” for example. They offer “The Best of Pompeii Tour: Unveiling the Buried City.” This name adds intrigue while still being descriptive.
3. Aim for the right length
A good rule of thumb is to keep your tour name between five and 12 words. This length is often the limit for many online tour resellers and provides enough space to be descriptive without being overly wordy.
4. Combine descriptive and creative elements
You can strike a balance between being descriptive and unique. Devour Tours does this well with names like “Tastes and Traditions of Barcelona Food Tour.” It combines keywords with a creative twist.
5. Use keywords strategically
If your tour name doesn’t include all the relevant keywords, don’t worry. You can always incorporate them elsewhere on the page, such as in the subheader or bold promise.
Let’s look at some real-world examples:
“Alcatraz with San Francisco Bay Cruise”
“Muir Woods and Sausalito Half-day Tour”
“Napa and Sonoma Wine Country Full-day Tour from San Francisco”
These names are simple and descriptive, and they give potential customers a clear idea of what to expect.
Crafting a compelling hook or bold promise
Next up is the hook, also known as the bold promise or headline. This is crucial for grabbing visitors’ attention and encouraging them to read more. Many tour descriptions miss this opportunity, leading to high bounce rates. Here’s how to create an effective hook:
1. Use the bold-promise framework
This formula works well for creating a compelling hook: “Enjoy [biggest desire] without [biggest pain], even if [biggest objection].” For example:
“Experience Asheville’s vibrant art scene and fresh mountain air without the hassle of traffic and parking, even if it’s your first time on an e-bike.”
This hook addresses the desire to explore Asheville’s art scene, eliminates the pain of dealing with traffic and parking, and overcomes the objection of never having used an e-bike before.
2. Highlight unique selling points
Emphasize what makes your tour special. Rainy Lake Fishing Tours does this well with: “Iconic Canadian fishing trips that are convenient, close, and comfortable.” This hook challenges the notion that great fishing trips must be in remote, hard-to-reach locations.
3. Address pain points
Focus on solving common problems. Another great example from Rainy Lake Fishing Tours is: “Less time getting here, more time fishing.” This directly addresses a pain point for many fishing enthusiasts who don’t want to waste their limited vacation time on travel.
4. Showcase credibility
If you have strong reviews or ratings, incorporate them into your hook. Destiny Water Adventures nails this with, “Experience the #1 rated dolphin jet ski tour in Destin, Florida.” This builds trust immediately and makes visitors curious to learn more.
5. Communicate tangible benefits
If you’re struggling to create a bold promise, simply focus on the most tangible benefit your tour provides. What’s the main value proposition you offer in one sentence?
Here’s an example for a Sydney Harbor cruise: “Enjoy a beautiful morning on the water, a private gourmet brunch, and bottomless mimosas, all without having to organize a single thing.” This hook emphasizes the experience while addressing the pain point of organization for group tours.
The power of a clear call to action
Your call to action is the final piece of the puzzle, guiding visitors towards booking your tour. Here’s how to make it effective:
1. Make it visible
Ensure your CTA is visible without scrolling, appearing “above the fold” on both desktop and mobile devices. When your website loads, visitors should see your tour name, bold promise, and CTA without having to scroll.
2. Use distinct colors
Your CTA button should stand out from the rest of the page. Use a color that contrasts with your page design while still aligning with your brand. The goal is to draw the eye to this button.
3. Choose clear text
The button text should clearly indicate the next step. “Book Now” is a great choice, but “Buy Tickets” or “Check Availability” can also work well. The text should be associated with starting the checkout phase.
4. Consider the booking process
In most cases, your CTA button will initiate the booking software, beginning the checkout process where customers can add their personal information, select any upsells, and provide payment details. If you have a longer sales cycle or a different next step, adjust your CTA accordingly.
5. Keep it consistent
As visitors scroll down your page, consider using a floating “Book Now” button that remains visible at all times. This ensures that your CTA is always accessible, increasing the chances of conversion.
Putting it all together
When designing your tour description page, ensure that these three elements—your tour name, bold promise, and call to action—are immediately visible when the page loads. This approach gives you the best chance of capturing your visitors’ interest and guiding them towards booking your tour.
Let’s look at how this might come together for a bike tour.
Tour name: “West Asheville River Arts District E-bike Tour”
Bold Promise: “Experience Asheville’s vibrant art scene and fresh mountain air without the hassle of traffic and parking, even if it’s your first time on an e-bike.”
Call to action: A bright, distinct “Book Now” button visible at the top of the page.
Remember, these elements work together to create a compelling first impression. A clear, descriptive tour name tells visitors what to expect, a strong hook or bold promise entices them to learn more, and a prominent call to action makes it easy for them to take the next step.
By focusing on these crucial components and tailoring them to your ideal target guest, you’ll create tour description pages that not only inform but also convert visitors into excited tour participants. Don’t be afraid to test different variations to see what resonates best with your audience. With these strategies in place, you’re well on your way to boosting your tour bookings and growing your business.
Want to learn more about how to create tour descriptions pages that convert? Download the free Tour Descriptions Workbook, courtesy of our friends at Guest Focus!
Kelsey Tonner is the founder of Guest Focus Tour Business Coaching, and for two decades he’s been helping tour business owners as a mentor, consultant, speaker, experience designer, guide trainer, and award-winning tour leader. Since 2015, Guest Focus programs have helped over 2,000 tour operators from 75-plus countries around the world, and Kelsey has been a regular speaker at more than 35 industry events and conferences. Learn more or get involved at https://guestfocus.com.
Top image: ©apichon_tee/Adobe Stock
