Travel Alberta

Listing Description Tips

How to Write a Great Description That Will Get You Noticed

A well-crafted ATIS description, paired with great imagery and appealing offers can help your business attract more customers.

Your ATIS description should be engaging, informative and help potential consumers get excited about experiencing your product with the ultimate goal of booking.

Here are a few helpful tips on how to craft an ATIS listing that helps you stand out:

  • Before writing your description, make a list of the features that set you apart from your competition. Do you serve a food made from local ingredients? Does your property have a great view? What do your visitors say about coming to your business, attraction or event? Your ATIS description should answer some of the what and a lot of the why. Listing all your properties features does not explain to visitors why they would want to visit your product over others.
  • Once you have a list of your features, highlight a few to focus on and describe how these features benefit the consumer. Rather than “conveniently located close to attractions”, try “spend less time travelling and take in many major attractions within a 10-minute walk from your room”.
  • Many readers will only skim the first sentence or two of your description so lead with your most important benefits. You should also try to include your business name within the first two sentences.
  • Be authentic and be accurate – meeting a customer’s expectations is key. Unless you have third-party validation (you have won the house keeping award two years in a row from a recognized authority) don’t claim to be the best at something. Instead of “we have the best collection of art deco furniture” try “The XYZ Art Museum has one of the most extensive public collections of art deco furniture in Canada with over 5,000 pieces on display."  
  • DO NOT USE ALL CAPS; use title case for titles and sentence case for descriptions.
  • Do not include details in your listing that could change (such as business hours, contact details etc.). Contact information is included in other areas of your listing and does not need to be included in the description. If you are writing an offer description, you are permitted to include travel windows and offer restrictions.
  • Be sure to update your listing every six months for accuracy. Wrong information can lead to customer frustration.
  • Avoid jargon, abbreviations or other terms that may not be familiar to most people. Write your description just as how you would speak and don’t be afraid to add a little of your personality or voice in the description.
  • Avoid using ‘our’ or ‘we’ in your listing. Since these listings appear on websites outside of you own site, third person ‘it’ or ‘their’ is best.
  • Consider hiring a professional writer. If you require content development for your business (photography, video or written content), you may be eligible for cooperative marketing funding. Visit the Cooperative Marketing Investment Program page for more information on how to apply for funding support.