Part 2: AI-Powered Website Copywriting for Higher Conversions
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AI-powered website copywriting for higher conversions
In the second installment of the AI workshop series for tour operators, Brandon Lake broke down one of the most important, and overlooked, pieces of the tour booking puzzle: website copy.
If you’ve ever struggled to write about your tours in a way that actually gets people to book, this workshop was packed with practical strategies, AI-driven workflows, and conversion-focused frameworks that can transform your homepage into a booking engine.
Recap: How this fits into the full AI strategy
Before diving into copywriting, Brandon offered a quick recap of the series roadmap:
- Part 1 helped tour operators build an Ideal Customer Profile (ICP)
- Part 2 now focuses on using that ICP to write high-converting website copy
- Later sessions cover email marketing, blogging, and ad campaigns
This step-by-step approach makes sure every part of your tour operator marketing funnel is aligned and personalized.
“This is where your strategy starts to show up in your customer-facing content.” – Brandon
The homepage is your sales rep
Brandon encouraged operators to think of their homepage not as a brochure, but as a 24/7 salesperson. That means the messaging needs to do three things quickly:
- Grab attention
- Build trust
- Guide people to book
Using AI, you can write and test homepage copy that does all three, without the typical hours of staring at a blank page.
Use your ICP to write stronger headlines
The key to great homepage messaging is clarity. When a visitor lands on your site, they should instantly know:
- Who you are
- What you offer
- Why it’s for them
AI can help you write punchy, benefit-focused headlines that speak directly to your ICP. For example:
Instead of: "Explore the Southwest with us"
Try: "Family-friendly rafting trips in Moab—stress-free, unforgettable, and 100% kid-approved."
By feeding your ICP and sample tone of voice into ChatGPT, you can generate 10 headline options in seconds.
Framework: Problem, promise, proof
Brandon introduced a homepage copywriting framework that mirrors a sales conversation:
- Problem: What is your customer frustrated by or worried about?
- Promise: How do you solve that problem?
- Proof: What evidence or testimonials support that claim?
AI can help brainstorm ways to articulate all three clearly, using guest reviews, tour highlights, and key differentiators.
Add empathy and story
Great copy doesn’t just explain, it connects. AI can help you create short, narrative-based intros that build emotional trust. For example:
"You’ve spent months planning this trip. You want every moment to count. Our Zion hiking tours are built to take the stress out of your adventure—so you can focus on the memories."
You can also ask AI to write in a tone that reflects your brand—whether adventurous, calming, luxury, or local.
Don’t forget the call-to-action
Your website needs clear and repeatable calls-to-action (CTAs). Brandon emphasized that the best CTAs feel natural, not pushy. Options like:
- “Check availability”
- “See trip dates”
- “Plan your experience”
Convert better than generic “Book now” buttons. AI can help you brainstorm CTAs that feel aligned with your tone and guest journey.
Where to apply this copy: key pages
Your homepage is just the start. The workshop recommended applying this copywriting strategy to:
- About page: Use story-driven language that reinforces why guests should trust you
- Tour overview pages: Make the benefits clear, not just the logistics
- Landing pages: Match the tone and promise of any ads or lead magnets
With AI, you can quickly repurpose and personalize these sections for different tour types or traveler segments.
Closing thoughts
Your website is the central hub of your tour operator marketing strategy. If your homepage copy doesn’t clearly speak to your audience, you're missing out on bookings. This workshop made it easy to apply AI tools to speed up the writing process, align messaging with your brand, and increase conversions.
“Even if you think your website is working, test it. A 5 percent bump in conversions means thousands more in revenue.” – Brandon
FAQs: Marketing takeaways from this workshop
Topic: Website Strategy
Q: Why is homepage copy so important for tour operators?
A: Your homepage is often the first impression people have of your business. It needs to clearly explain who you are, what you offer, and why it's a good fit for the visitor. Strong copy increases the chance they’ll stay, click, and book.
Topic: Copywriting for Tour Operators
Q: What’s a good formula for writing homepage content?
A: Try the “problem, promise, proof” framework. First, identify your ideal guest’s pain point. Then, explain how your tours solve that problem. Finally, include a testimonial, review, or credibility marker to support your claim.
Topic: AI tools Tour Companies Can Use
Q: How can AI help me write better website copy?
A: AI can generate multiple headline options, value propositions, CTAs, and intro paragraphs using just a few prompts. It’s like having a fast-working assistant that helps you brainstorm and test different messaging.
Topic: Personalization
Q: How do I tailor my messaging to different types of travelers?
A: Use your Ideal Customer Profile to create focused copy for each audience—like families, couples, or solo travelers. AI can rewrite the same page with variations in tone and benefits to match each group.
Topic: Conversion Optimization
Q: What kinds of calls-to-action work best for tour booking?
A: CTAs like “Check availability” or “Start planning” often perform better than hard sells like “Book now.” These phrases feel lower pressure and are better aligned with how travelers make decisions.
Topic: Content planning
Q: Should I rewrite my entire website all at once?
A: Not necessarily. Start with the homepage, then move to your top-performing tour pages and your about page. Use AI to help rewrite and test one section at a time based on priority.
Topic:
SEO for Tour Operators
Q: Does AI-generated copy hurt my SEO?
A: Not if it’s edited and aligned with your brand. AI can help you produce well-structured, keyword-friendly content. Just be sure to review and revise it for tone, accuracy, and originality.
Topic: Tour Operator Brand Voice
Q: Can AI match the tone of my business?
A: Yes. You can train AI by providing examples of your voice—like past emails, blogs, or reviews. The more context you give, the more closely AI will match your style and brand personality.
Topic: Trust Building
Q: How do I make my website copy feel more authentic?
A: Use real language, clear benefits, and testimonials. AI can help turn technical descriptions into human-focused stories, and even pull quotes from your best reviews to use as proof points.
Topic: Marketing Efficiency
Q: How do I know if my new homepage copy is working?
A: Track time on page, bounce rate, and click-throughs on CTAs. You can also run A/B tests on different headlines or buttons to see what converts better. Over time, even small improvements add up.