Writing style

  • Use ‘delegates’ for conferences
  • Use ‘participants’ for incentives
  • Use ‘groups’ and ‘team’
  • Use you and yours, more direct.


Remember that captions should reflect the fact that these pages are for the meetings market. Always use the name of the destination and the word ‘Norway’ in the caption. Try wherever possible to also include keywords like ‘meetings’, ‘conference’, ‘event’, ‘team’ or ‘incentives’ in your captions, as well as other keywords people might enter for a particular destination. For instance:

Vary your captions so that they don’t all read the same.

Eg NOT ‘The ski jumping area in Lillehammer’ but ‘Lillehammer has a long tradition hosting events – among them the 1994 Winter Olympics’

Eg NOT ‘The Art Nouveau town of Ålesund in Fjord Norway’ but ‘The Art Nouveau town of Ålesund in Fjord Norway charms business visitors and tourists alike’

Eg NOT ‘Haugesund in Fjord Norway’, but ‘Haugesund is one of Norway’s most intimate destinations for conferences and meetings’