website copywriting for travel brands

Story-driven website copy that celebrates your brand’s journey.

Drawing from almost 20 years of branding, writing and travel experience, I write website copy for tourism brands and destinations who care about travel as a force for good, telling their story in a way that speaks to travellers who care about making a positive impact.

I get it.

You talk about your brand all the time, and when you do, it comes to life. It’s a place with a story. A business shaped by people, community and care.

But getting that feeling onto your website? That’s where it often falls short. Trying to put it into words can feel harder than it should, and what ends up on the page doesn’t quite reflect the mission.

Instead, the copy sounds generic or overly salesy, causing visitors to leave without connecting to your brand or taking action.

Hey, I'm Emma.

I help tourism brands move beyond the usual “visit our authentic village” pitch to tell stories that really show what it means to be in a place – the morning routines, the local characters, the way life moves differently. Helping you attract visitors who value this alternative to rushed, tick-list tourism.

As a full-time house sitter, I travel slowly, slotting into neighbourhoods and routines I didn’t know existed. When I write about places or people, it comes from a genuine understanding and two decades of global travel.

The result is copy that feels like you, connects with the right people and gives them a clear reason to take action.

The copy that Emma came back with gave me goosebumps... It really pulled out what I had been trying for so long to say and convey. I'm looking forward to working with Emma more as we work through the rest of my rebrand and refresh - I cannot recommend her services, creativity, storytelling and copywriting highly enough!

All Emma needed from me was one Zoom call to ask all of the right questions to draw the necessary information about my history to create an incredible About' page which now speaks to who I am, what my company stands for and the vision we have. Her ability to condense a lot of spoken babble down into a concise and meaningful story is incredible.

The quality of Emma’s work exceeded my expectations. The copy she produced was not only brilliant but also perfectly represented the project, business, and tone of voice. I am thrilled to have found such a talented copywriter and am excited to collaborate with her on future projects.

How does it work?

Even as a copywriter, I’ve struggled with my own website copy – we’re too close to our own stories. That’s why outsourcing is the easiest way to ensure your message is clear and gets your audience to take action.

contact me

Please complete this form to let me know the details of your project. Or, if you already have a brief, feel free to email me at hello@wheresems.com

If I think I can help, I’ll be in touch within 24 hours to arrange a video call where we can discuss the details.

the boring bits

If we decide to go ahead, I’ll send over my terms and conditions, which you can preview here, no surprises!

I’ll also usually require a deposit. Once that’s settled, we’ll have a call to work through a detailed questionnaire.

let's go!

You’ll receive the first draft within the agreed timeframe and then there’ll be a chance to suggest any amendments.

Once you’re happy and have paid any remaining balance, I’ll send the copy to an external proofreader. Then it’s all yours to share with the world!

What you get.

An online discussion to create your brief
Two rounds of amendments
External proofreading on all final drafts
Professional web copy delivered in Google Docs
A PDF summary of your brand’s key phrases to use in your marketing

Get website copywriting for your travel brand.

Every business is different. Whether you’re a tourism board, eco-lodge, tour operator or experience-led brand, I will always give you a fixed project price based on your exact needs. But to give you an idea:

Solo pages

Launching a new product or service? Does your website need a new About page? Get a single page of copy which slots nicely into the rest of your site.

£250-400

5-page website

Get the all-inclusive website copywriting experience with a home page, about section and three other pages of your choice.

from £1700

copyediting

If you’ve got the copy but think it could use an upgrade, I can help make the necessary tweaks. Price will depend on scope of work.

get in touch

FAQs.

Where are you based?

I’m from the UK and I’m mainly based here, but I travel full time so work remotely from various locations.

Do you have experience writing about specific destinations or travel styles?

I’m not destination-focused. I specialise in slow, solo and sustainable travel. I love telling the stories of local voices, small communities and experiences that have a positive impact.

What website copywriting experience do you have?

I’ve written commercial copy for the lively London neighbourhood of Bloomsbury and W Hotels, as well as for many brands in other industries.

Do you only work with travel brands?

I occasionally take on projects outside of travel if it’s a good fit, but most of my work is with travel, tourism and place-based brands. Feel free to get in touch about your project and I’ll let you know.

What information do you need from me?

To create effective copy, I need to understand your business inside and out. That’s why we’ll have a two-hour briefing session to discuss your brand, target audience and desired outcomes. Once I have all the juicy details, I’ll get to work drafting some ideas.

Do you need a deposit?

Yes, please! Typically, I’ll ask for 50% upfront and the remaining balance before it’s sent to the proofreader. I may require the full fee in advance for smaller projects, and payment is normally via a bank transfer.