Guides › Writing a listing description that converts

Writing a listing description that converts

Most listing descriptions are written in the order the owner thinks of things. Guests read in the order they need to decide. Those two orders are rarely the same.

Open with what makes this specific place worth choosing over the other tabs someone has open right now — not the full address or a list of amenities, but the one or two things that would make a good-fit guest say "that's the one". A view, a layout, a genuinely unusual feature, the exact kind of trip it suits.

Then answer the questions a guest is actually holding in their head while reading: how many people does it sleep, and how (beds, not just a number)? How far is it from what they're coming for? What's included that they'd otherwise have to pack or buy? What's the one thing that might not suit them, stated plainly, so they rule themselves in or out now rather than arriving disappointed?

Save the full amenities list for the end, or for its own section — it matters, but it's not what makes someone choose your place over a similar one; it's what they check once they've already decided they like it.

Write in full sentences about the experience of staying there, not a string of adjectives. "Cosy, charming, beautiful, peaceful" strung together describes nothing a reader can picture; one sentence about actually being in the space does more work than four adjectives.

Read it back and cut anything that could describe any rental anywhere. If a sentence would still be true about a different property in a different country, it isn't earning its place in your description.