Writing an effective ATIS description

Start strong: Write an effective first sentence

Descriptions are key to an effective listing. They provide essential information and excite travellers about your tourism offering. But nothing is more important than your first sentence.

When writing the first sentence of your listing description, follow these rules:

• Include your business name and location. Not all users read to the end, and neither do computers. Listing this information in the first sentence ensures both travellers and AI/search engines know who you are and what you do.
• Keep it to 155 characters or fewer. Your first sentence is pulled by search engines to generate a meta description. This tells search engines what you offer, and you have a limited character count to do this.
• Use third-person language (e.g., “it”, “they”, or your business name). Since listings may appear without context, avoid first-person terms like “our” or “we”. Describe your business like you’re describing a friend to someone.
• Use sentence case. Avoid ALL CAPS — it’s harder to read and can seem unprofessional.

How your listing description is used

There are many spots throughout TravelAlberta.com where our team will choose listings to highlight. The start of the descriptions will automatically populate that section, which is why your first sentence is so important (see example pictured below).

Additionally, your first sentence is pulled by search engines to generate a meta description. This tells search engines what you offer, so including your business name, location, and offering is critical to improve searchability.

Guidelines for a great description

Now that you have the first sentence, it’s time to write the rest. You should still use third-person and sentence case, just like your first sentence. Ideally, your description should be 600-800 characters (about 3-6 short sentences).

Here are some other guidelines to follow when crafting your listing description:

• Be brief but informative. There’s a 1,000-character limit, but our built-in character counter will let you know when you’ve hit the optimal amount.
• Break up your content. Use paragraph breaks to improve the readability.
• Be authentic. Travellers want honest, real information. Avoid vague claims like “the best” or “the greatest” unless you have third-party confirmation (e.g., awards from a recognized authority).
• Original: “The XYZ Art Museum has the best collection of art deco furniture.”
• Improved: “The XYZ Art Museum has one of the most extensive collections of art deco furniture in Canada, with over 5,000 pieces on display."
• Update often. Your listing is much more likely to be highlighted if it is updated seasonally, especially to showcase season-specific features or activities. ATIS will remind you to check your description annually for accuracy and to avoid being marked ‘stale’.
• Keep it simple. Avoid jargon, abbreviations or uncommon terms. Write your description the same way you’d speak it, and don’t be afraid to add a little personality.
• Avoid repetition. Don’t waste space repeating the same thing. Your description is for explaining what you offer and why it’s unique. For example, your website will appear elsewhere in your listing.
• Inspire your reader. If you’re one of many, find the reason you stand out. Your description should answer some of the “what” about your offering and a lot of the “why.”
  • Original: “The XYZ Pie sells hot, tasty pizza.”
  • Improved: “Four generations have run the XYZ Pie, serving authentic Italian slices topped with simple, local ingredients. Whether you crave a sizzling slice of pepperoni or some spicy barbecue chicken, don’t miss out on their signature family crust. The recipe’s straight from grandma’s kitchen and includes a secret, special ingredient.”

Example

Marmot Basin

Note: This description was written for this article only and is not the real description for this listing.

Weak description:

Enjoy a day of snow sports at one of the best hills in Alberta. Delicious food, overnight accommodations nearby in Jasper, and much more. Skiers and snowboarders of all levels can enjoy Marmot Basin. Visit our website today.

Why it doesn’t work:

• It’s not clear where this business is located, or what business this is.
• The description lacks specificity on features and amenities available.
• Doesn’t include clearly-defined benefits.

Strong description:

Only 20 minutes from the town of Jasper, Marmot Basin Ski Resort offers 3,000 vertical feet (914m) of superb skiing and snowboarding on 1,720 acres of varied terrain. Marmot Basin is located in Jasper National Park and is the northernmost Rocky Mountain ski area.

At Marmot Basin, you can enjoy abundant dry, light, and fluffy snow that is a dream to ski and snowboard on. The ski area has the highest base elevation of any major ski area in Canada. An average of 450 cm of natural snow blankets the mountain annually, allowing skiing from November to early May. Explore a wide variety of runs, from novice to expert, on four mountain faces spanning 696 hectares of skiable terrain.

Why it works:

• The description includes specific landmarks that clarify the location and paint a clearer picture of its possible experiences.
• Benefits are clear and unique.
• Travellers understand exactly what is offered in the first sentence.

Where to start

Not sure how to begin? Here’s a quick, three-step trick to get you rolling.

1. Find what’s unique. Make a list of features that set you apart from the competition. Do you serve food made from local ingredients? Does your property have a view? Do you offer an exclusive tour, or are you the longest-operating in your area?
2. Listen to your audience. Reviews from Google My Business, TripAdvisor or feedback surveys can help provide context. They’ll reveal what people say about your business, what they enjoyed and what you can improve.
3. Put yourself in your visitors’ shoes. Highlight a few of your favourite features about your experience. Explain how these features benefit your visitors, and you’ll be well on your way to a strong listing description!
   1. Original: “Conveniently located close to attractions.”
   2. Improved: “Spend less time travelling and take in major attractions only a ten-minute walk from your room.”