How do I write compelling copy for my Experiences landing pages?

There are two different types of landing page for Experiences, and it's worth knowing which one you're editing, since they're found in different places in the DCMS.

The all-Experiences page — the single overview page bringing together all of your Experiences. This is found under Singles

Experience Category pages — individual landing pages for each category of Experience (for example, Cultural Experiences, Outdoor Adventures, Walks & Tours). These are found under Categories, where each category is its own entry with its own content

Both function as landing pages in their own right, and the advice below applies to either — but where the fields differ, this article calls that out.

Why these pages matter

Many visitors don't start planning a trip by booking accommodation first. They start by searching for the specific thing they want to do — a trail, a tour, a class — and build the rest of their visit around it, often booking accommodation or other activities afterwards. That means your Experiences landing pages are often one of the very first pages a potential visitor to your destination will land on. Getting this copy right isn't just about promoting a list of activities — it can be the moment someone decides your destination, rather than somewhere else, is where their trip happens.

Entry Hero (Category pages)

Each Experience Category entry has an Entry Hero component, made up of:

Image — the large banner image for the page (if none is set, a solid colour fallback is used instead)

Title — the heading shown over the hero

Subtitle — a short supporting line beneath the title

Button — an optional link with its own text, useful for directing visitors somewhere specific, such as a related booking page

Since this is often the very first thing a visitor sees on the page, make your Title and Subtitle count — clear and specific will always outperform vague and general.

Entry Preview Text (both page types)

This short field feeds both the card previews shown elsewhere on the site and the page's SEO description, so it's worth writing deliberately rather than as an afterthought. Lead with your strongest, most specific line, since it may be the only text a visitor reads before deciding whether to click through.

Writing your main overview copy

On both page types, your main descriptive copy is built using the Content Builder — commonly using a Text & Image Block, where you can choose whether the image sits before or after the text. When writing this copy:

Think of it as an overview of your destination through the lens of things to do — for the all-Experiences page, that's the full breadth of what's on offer; for a category page, it's specifically that theme

Highlight your most popular attractions or standout Experiences within scope — for example, the region's best countryside walks, or the city's best museums

Include the kind of specific, local knowledge that sets your content apart from other destinations covering similar ground

Keep paragraphs short — a paragraph or two is usually enough. Overly long copy will lose the visitor's attention before they've reached your Experience cards below. Save the finer detail for the individual Experience listings themselves

Include internal links to related Businesses or locations where relevant, helping visitors move naturally deeper into your site

Use specific keywords and phrases related to your destination naturally within the copy — the kind of terms a visitor would genuinely search for

Choose images that reflect the Experiences you're describing, so the visual and the written overview reinforce each other

A note on category pages specifically

Because each Experience Category is its own entry, it's worth treating each one as a genuine landing page in its own right, rather than a lightweight filter label. A well-written Cultural Experiences page, with its own hero, preview text, and overview copy, gives visitors interested specifically in culture a much stronger reason to explore further than a generic list ever could.

Why category pages matter for SEO

A single all-Experiences page can typically only rank well for a handful of broad search terms — something like "things to do in [destination]." Individual category pages let you go much further than that. Each one is a genuine opportunity to target different keywords and phrases specific to that theme — for example, a Walks & Tours page can target searches around walking trails and guided tours, while a Culinary Experiences page can target searches around food tours and tastings — broadening the range of searches your destination can be found for, rather than relying on one page to do all of that work alone.

This means it's worth giving every category page the same care you'd give the main all-Experiences page — a strong hero, deliberate Entry Preview Text, and overview copy written with that category's own keywords in mind — rather than treating category pages as an afterthought once the main page is done.

💡 Top Tip: Write your overview copy as if you were recommending your destination — or that category of Experience — to a friend planning their first visit. What would you actually tell them to do first? That's usually the strongest opening line you can write.