Someone’s dreaming of their next adventure. They Google “best safari in Limpopo” or “hidden nature lodges South Africa”.
Your website pops up.
They click through, excited. Your homepage looks stunning. Your photos are gorgeous.
But then…
They start hunting for the details.
What’s actually included in that safari package? How much will it cost? What should they pack? Is it safe for solo travelers? How do they even book?
Five minutes later, they’re gone.
Sound familiar?
You’re not alone.
And the fix?
Isn’t what you think…
It’s not only about pretty pictures.
Here’s the thing:
Your website might look like a million bucks, but if your content isn’t doing its job, those photos are just expensive wallpaper.
I’m talking about a site content audit.
Before you roll your eyes thinking this sounds like corporate nonsense, stick with me.
This isn’t about hiring expensive consultants or learning complicated analytics.
You can do it with a 5-step site content audit checklist.
It’s all about making sure your words work as hard as your visuals.
What exactly is a content audit? (and why you need one)
Think of it as spring cleaning for your website’s words and messaging.
You’re going through every page asking three simple questions:
- Does this make sense? Is the info current and accurate?
- Does this help someone book with me or does it leave them confused?
- Would I trust this if I were the customer? (Is it clear, honest, and complete?)
You’re not touching the technical stuff. No coding, no site speed fixes, no security updates.
Only focusing on whether your content is helping or hurting your bookings.
Why tour operators can’t wing it
Travel is complicated.
People aren’t buying a product. They’re investing in an experience, often spending their hard-earned vacation time and money.
That makes them cautious. Really cautious.
They want the dream and the details.
Your job is selling both the magic (“imagine watching elephants at sunset”) and the logistics (“we provide all meals except lunch on day 2”). Miss either one, and they’ll keep shopping around.
Plus, let’s be honest, your competition is fierce.
Everyone has beautiful scenery. Everyone claims to offer “unforgettable experiences.”
What sets you apart?
Often, it’s simply being the clearest, most helpful, most trustworthy voice in the room.
The real-world impact (A quick story)
I recently worked with a lodge owner who was frustrated. His website looked amazing, but bookings were disappointing.
After digging in, here’s what I found:
- Half his tour descriptions were outdated (routes had changed two seasons ago)
- Pricing was hidden behind “contact us” buttons (instant trust killer)
- Photos were generic stock images that didn’t match the actual experience
- His FAQ section was buried and missing the questions people actually asked
The fixes were surprisingly simple:
- Updated all the route information
- Added transparent pricing (or explained when quotes were needed)
- Swapped in real photos from recent guests
- Created a comprehensive FAQ that answered what people wanted to know
The result?
Within three months, email inquiries doubled. More importantly, the conversion rate from inquiry to booking jumped by 40%. People weren’t just visiting his site. They were actually booking.
Your 5-step site content audit checklist
Here’s your no-nonsense action plan:
Step 1: Make your hit list
List every page a potential customer might see. Don’t overthink it. Homepage, tour pages, pricing, about, contact, FAQ.
That’s your starting lineup.
Step 2: Play tourist
Go through each page pretending you’re planning a trip and know nothing about your business. Seriously, approach it like you’re a first-time visitor who found you on Google.
Ask yourself:
- If I only read this page, could I decide whether to book?
- What questions do I still have?
- Does anything confuse or worry me?
- Would I trust this company with my vacation?
Step 3: Check the essentials
each tour/destination page:
- Is the description vivid but accurate?
- Are inclusions and exclusions crystal clear?
- Are photos real and recent?
- Is pricing visible (or is there a good reason it’s not)?
your FAQ and support content:
- Have you answered the questions people actually ask?
- Can visitors find answers easily?
- Is your tone helpful, not robotic?
For booking and contact pages:
- Is the next step obvious?
- Have you removed unnecessary friction?
- Do people know what happens after they submit a form?
Step 4: Reality check your visuals
Your photos should tell a story and set accurate expectations.
Generic stock photos of “happy tourists” don’t cut it anymore. People want to see what they’re actually getting.
Step 5: Fix the biggest problems first
Don’t try to perfect everything at once. Start with your most popular pages or the ones that should be driving bookings but aren’t.
Finally
Your website doesn’t need to be perfect. It needs to be helpful.
When someone leaves your site, they should feel informed, excited, and confident about booking with you.
Beautiful design gets people in the door.
But…
clear, trustworthy content is what gets them to stay and book.
Ready to see what your content is really doing for your business?
Use the 5-step site content audit checklist and start with your most popular tour or destination. One page at a time.
You might be surprised by what you find.
Email me at evdscopy@gmail.com to chat about your website content and how to fix it.