The Holiday Inn Chicago Mart Plaza underwent a renovation and as part of that renovation the company decided to revamp their website. This update was intended to modernize the website, reflect the feel of their hotel, and promote the new amenities while also highlighting the many local attractions which draw visitors to Chicago.
Updating the Copy for Holiday Inn Mart Plaza
The website for the Holiday Inn Mart Plaza had recently been redesigned following a remodeling of the hotel itself. My job was to create copy that was clear and concise, professional, and adequately conveyed all of the many amenities. For most website redesigns, I include SEO in my copy and in my price– but this time I was told that another agency had that covered (but that I wouldn’t be working directly with them). In this instance, they were looking for pure copy that matched the voice and tone of the Holiday Inn brand.
For Whom am I Writing (Who is the Audience)?
It would have been pretty simple to just start writing. Holiday Inn’s brand voice is very straightforward. But simply listing out the various offerings and amenities provided by the hotel wouldn’t be enough, nor would it entice a reader. Using SEO keyword research techniques, I dug into some common search terms that brough visitors to their website. I looked at the various search terms, parsed them for possible alternate meanings or intents, and assembled data that helped me identify the reasons why visitors come to the Holiday Inn website. The copy addresses their interests and provides the information they need, while also using that information to promote the hotel as an ideal location from which to explore the best parts of Chicago.
Delivering Copy that Supports the Brand
The Holiday Inn Chicago Mart Plaza aims to be the top destination for visitors seeking affordable luxury and accessibility to the top tourist attractions in Chicago. The copy I would deliver highlighted these features, as well as addressing numerous other items that are key to a solid hospitality website. Copy on the website, particularly copy that described amenities and attractions, was designed to portray a sense of metropolitan adventure while remaining minimalist. It was outside the realm of the brand voice to over-accentuate elevated language or promote strong visuals via text. The brand favored concise, functional copy which also allowed just enough space for language that would entice the reader. It was a bit of a challenge and not very similar to what other brands in the same industry are trying to achieve. Still, the copy succeeded in meeting their branding guidelines while offering an enticing, aspirational tone that would lure the reader into envisioning the available amenities and attractions.
Content was delivered for the following pages:
Additional Content Focus
In addition to creating content to entice travelers, Holiday Inn also wanted to promote their meeting and event spaces. This became a sub-focus of the overall content project. These pages focused on the versatility and modernity of these spaces, highlighting features and amenities that would entice visitors into contacting the hotel to make reservations for the space. The wedding page had separate content for South East Asian weddings that addressed their concerns and, as per directions from the SEO firm that the hotel employed, capitalized on the specific names of these ceremonies.