I see a lot of websites and  implement a lot of digital strategies. Even after 15 years of websites being a mainstream marketing tool, it  astounds me that so many people miss getting the basic content model right.

For most businesses, the website is a tool to get people to recognise your brand, encourage them to get on the phone and hopefully, get in front of you so you can sell your products, services and yourself.

So here are five must haves for travel agents when populating content on your website.

1. Staff profiles
   
   Have a short paragraph and a photograph of each of the staff members in your office. It adds personality and gives your customers a feeling of familiarity when they walk into your office and see a face that they recognize;  makes starting a conversation easier.
   
   
2. Business history
   
   This adds credibility as its  history, wisdom and experience underpins everything you are doing. When tied in with the staff profiles it validates that people in the business can deliver a service which is better than they would get shopping online.
   
   
3. Define your products and services
   
   Don’t leave clients wondering whether or not they can get help with a specific product or service. Clearly state what you do and if necessary, what you do not do.  Make it positive, but at the same time, never mislead clients as it undermines your credibility.
   
   
4. Destination information
   
   Have the people? Have the experience? Got the service?  Now get them excited with interesting facts and glorious experiences of your wonderful destinations.  Keep it fresh and interesting. Hook them in.
   
   
5. Contact
   
   Use a built-in contact form to gather basic information about their queries and make it easy to get in touch and catch their information and add to your mailing list.  Alert them when something changes in the business or you have specials for your “special” customers.