10 tips for destination pages

This page is intended as a guide and help to remembering the most important points in making a successful destination page. It should be read before and during the production of such a page, but it is by no means the sole source of useful information about this. You should of course be familiar with the core guidelines, as well as knowing where to look up information in the editorial guidelines knowledge base.

1) The reader’s needs

  • Remember that you write for the reader – it is their needs that are paramount, not your own.
  • What’s good for the reader is also good for Google, automatically. More about text and search enginges here.
  • Try to appeal to both the reader’s mind and heart.
  • Remember that nature and attractions are not enough to entice people to go to Norway. You should also focus on presenting the context – the appeal of everything surrounding the attractions – such as food, cities, local environment and colour, culture, and so on.

2) Tone of voice

  • Your text should conform to Visitnorway’s tone of voice.
  • Try to imagine what questions the reader have, and then answer them as if you were speaking to a friend.
  • Be casual and personal – place yourself on the same level as the reader.
  • Do not try too hard to be cool and trendy. If you fail, you lose credibility.
  • Remember: On Visitnorway.com we use UK English, not US (except for on the US-version).

3) Headers, headlines & intro texts

  • Headers, headlines & intro texts each have their own very important functions.
  • They should not repeat or overlap each other in either language or content.
  • It is important to make the best possible use of these to attract the reader’s interest.

4) Keep it short, sweet and relevant

  • Do not dilute your message by writing too much. Be relevant and specific, and do not drown your own content in nonsense.
  • Stick to one subject per page – do not confuse the issue by bringing up multiple subjects on the same page unless that is the point of the page in the first place.
  • Your information should be easy to find and attractive to read, so do not dissuade the reader from finishing your text.

5) No shortcuts

  • Always write complete sentences.
  • As a rule, do not abbreviate words or write sentences that are not grammatically correct.
  • Describe objects or features in a way that conveys information about them.
  • Avoid using empty descriptors that do not carry any real meaning, such as «great», «spectacular», «beautiful», «breathtaking», or «magnificent».
  • Contractions like «you’ll» and «can’t» are okay, but not slang such as «gonna» and «gotta».

6) Explain names, don’t translate them

  • Do not translate names of places. The reader should be able to recognize them on maps, road signs and from Norwegian texts.
  • A foreigner will not usually know what you are talking about from the place name only, so include a brief explanation (Flåm village, Jostedalsbreen glacier, and so on) the first time it is mentioned on a page.
  • If the word is already part of the name, it should not be capitalized if you add it as an explanation (Gudbrandsdalen valley – not Gudbrandsdalen Valley, for instance).
  • The word «fjord» is internationally well known, so there is no need to explain or translate names of fjords.

7) Make your text readable

  • Keep your paragraphs from growing too long.
  • Divide up your text into smaller chunks and space them apart by using paragraph headers, images, quotes, links, and so on.

8) Link correctly & well

  • Link only to sites and pages that are useful to the reader and relevant to the page you are linking from.
  • Make sure link texts indicate where the link is taking the reader. The reader should have a good idea of where the link leads before he/she clicks it, from reading only the link text itself (and not the rest of the sentence, paragraph or article).
  • Do not link from text to products, as this will require maintenance at a later stage. Instead, show the products in the page.
  • Never repeat links or link texts on the same page, as this may result in a penalty from search engines.

9) High-quality images and video

  • Use only the best images and videos, not only technically, but also with regards to content and message.
  • Ask yourself what you would like to see in pictures and videos, if you were the tourist. Then find and use that.

10) Do a final check

  • Does the page look good?
  • Does it say what you want it to say?
  • Does it fulfill the readers’ needs?
  • How can it be improved?