5 Signs It’s Time to Update Your Hospitality Website Content

If your hospitality website hasn't had a content refresh in a while, you're leaving money on the table. Potential guests are making snap judgments based on what they see and read, within seconds. And if the words on your site don't reflect your current guest experience, you are not just behind the times. You're behind your competition.

How do you know it's time for a website content revamp?

Here are five clear signs that your content needs a refresh, along with what to do about it.

1. You Still Have a Headline That Says "Welcome to Our Website."

It's the hospitality equivalent of greeting guests at the front desk with "Please wait here."

That type of generic, dated language may have been fine ten years ago, but today's travelers expect personality, clarity, and a sense of connection right away.

Modern website content should feel like an extension of your brand and your guests’ experience. It should sound warm, confident, and intentional. If your homepage opens with a sentence that could apply to any hotel, anywhere, it's time to update.

Here’s a Better approach: Use your opening lines to communicate what makes your place unique. Think location, vibe, and purpose, not just pleasantries.

2. It Doesn't Reflect Recent Changes to Your Property or Services

If you've added new amenities, changed the menu, or shifted your focus toward a different type of guest or client, your website should accurately reflect these changes.

Too often, hospitality businesses update their photos but forget to update the words. Outdated or incomplete content creates confusion and raises questions that potential guests may never hear, as they will simply click away.

Ask yourself: Does the copy reflect who you are now or who you were five years ago?

3. It's Not Optimized for Search Engines (SEO)

Even the most beautifully designed website won't perform well if no one can find it.

Search engines need context to connect your property with the right people. That's where strategic copywriting comes in. A well-optimized site uses natural language that aligns with what guests are searching for, without sounding cold and robotic.

If your website doesn't appear when someone searches for terms like "boutique hotel near [your city]," "romantic bed and breakfast in [your area]," or "luxury concierge services for [your ideal client]." That's a red flag.

A good content refresh will not only address SEO issues, such as targeted keywords, optimized headlines, and meta descriptions, but will also improve the website's readability for both real people and search engine algorithms.

4. You Wrote It Yourself, and You're Not a Copywriter

This isn't an insult to your writing skills. You're great at what you do. Crafting compelling website content that not only persuades but also ranks well in search engines is a unique skill set in its own right.

If your website content feels like an afterthought or borrows too much from your competitors, it's likely falling short of its potential.

Your content should be a powerful tool that captivates your audience and drives engagement, not just a placeholder.

Let's make it work for you!

The good news? With professional help, it doesn't have to stay that way.

5. It Just... Doesn't Sound Like You

One of the most common concerns I hear from hospitality owners is this:

"The words on our website just don't feel like us."

And that matters—because guests aren't just booking a bed. They're choosing an experience, a vibe, a story they want to be part of.

A content refresh can realign your voice, clarify your message, and make guests feel more connected before they even arrive.

Ready for a Refresh?

If any of these signs sound familiar, it may be time to review and refine your website' content. My Hospitality Website Content Revamp Package is designed specifically for boutique hotels, B&Bs, concierge services companies, and guest-focused businesses that want clear, story-driven content built with SEO in mind.

It includes five fully optimized website pages that reflect your brand voice, highlight your best features, and help attract the right kind of guests.

Let's make your website as inviting as your front door. Contact me now.