When we migrated 5,000-plus hotels to the new hilton.com, we moved to a headless content management system and transitioned product copy to skimmable, structured and tagged short descriptions that highlighted key selling points and were optimized for readability.
This was a big change from the long-form, keyword-stuffed paragraphs that hotel stakeholders and other key partners were accustomed to. It required a mindset shift for our e-commerce stakeholders and the copywriters responsible for updating and maintaining hotel descriptive content.
With a UI designer’s help, I created this handbook to explain the framework for our fleet of freelancers and the teams who would be responsible for writing hotel descriptions in the long term. Cheekily named “How to Write Good,” it was the first of many documents I created for the project to help define and clarify the strategy.
Some excerpts from the 10-page handout:
Why it works
- Specific examples of what to do and what not to do give context
- Friendly tone reassures team members adapting to the new strategy
- Clear language is accessible to audiences who aren’t style, grammar, and usability geeks