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How to make a captivating profile

How do we impress in just 20 seconds?

With over 50,000 travel points of interest on the Australian Visitor Centres’ App, standing out from the crowd can be a little hard. Luckily, your Explore Package increases your discoverability on the home screen map; however, to keep a user’s attention requires an engaging, informative, and often aesthetic profile.

In just 7 seconds, an average user makes their first impression on a digital platform. Within 20 seconds, they are either impressed and will stay, or they will move on*. So, let’s make those 20 seconds counts!

See where you’re currently at.

To gauge your AVIC’s profile, take out a timer and open your AVIC’s profile on the app. Note what captures your attention and what impression is left after the first 20 seconds. Was it the imagery that drew you in?  Did you find the description too long and generic? Note down the positives and negatives and then refer back to the Content Standards to see what you can add and change with your profile. Please remember, all changes to your profile can be made via your Business Portal account.

As you will see in the Content Standards, some important points to consider are:

  • High resolution images

  • Short and interesting description

  • Links to helpful websites that also promote your region

Discover more in the Content Standards document.

So how do we form an engaging and informative description? If writing is not your forte, free AI language model tools like Chat GPT are great at conjuring up an inspiring description in seconds. Things to consider in your description include:

  • Start with an interesting fact or statement about your AVIC or region

  • Use short paragraphs with spaces

  • Focus on a key selling point of your town or a new, exciting attraction

  • In 1 sentence, sum up what makes your AVIC stand out and how you can help travellers

  • Add useful links to your description like local accommodation, tours, attractions or upcoming events, and make sure these links sit under a title and the URL has been edited to reflect what the webpage is about e.g. the title ‘Events’ would link to a website that lists events.

When thinking about your description, it is important to keep in mind who is reading it. One of the app’s largest demographic markets is domestic travellers aged 25-30 and 45-65. Travellers in these segments have a set of classic travel pain points they would like to be solved, and they have a set of travel interests they are on the hunt to fulfill. Take a look at the list below and think where you could weave in relevant information to your description.

    • Accommodation booking hassles

    • Budget constraints

    • Limited local knowledge

    • Traffic and parking issues

    • Weather uncertainties

    • Mobile connectivity issues

    • Safety concerns

    • Limited local interactions

    • Ineffective trip planning

    • Environmental impact concerns

    • Sustainable and eco-friendly travel

    • Digital nomadism

    • Adventure and outdoors

    • Wellness travel

    • Microvactions

    • Local experiences and cultural immersion

Example.

Taking the above pointers and our user market into consideration, let’s put this into practice. The below example highlights what the region has to offer that would capture the user.

Take a deep breath and let the crisp mountain air of Walkerville fill your lungs as you fill your days with local adventure.

Just 30 minutes west from the CBD, Walkerville is a natural paradise ideal for a quick, weekend getaway. Clear your mind with bespoke wellness experiences at the Hideway Spa Centre before you take a walk on the wild side through the region’s tallest high ropes course – the Walkerville TreeTops Centre.

In Walkerville, sustainability is always front of mind, so why not join a local enviro-tourism program where you can meet local pioneers and engage in community activities.

Receive a warm Walkerville welcome at the Walkerville Visitor Information Centre, a must stop on your way into town. Hear some of the region’s best kept secrets and receive a free, personalized itinerary from Walkerville’s friendly, visitor experts. The visitor centre is not only a safety hub for travellers on long journeys. Here you can charge your phone and tap into our free WiFi as you take a much-needed break from the road on one of our comfy couches.  

Before we see you in our Centre, feel free to check out some helpful local resources:

Walkerville Accommodation Guide

Free Things to See & Do

Sustainable Travel Operators

Walkerville Weather & Roads

Walkerville Local Events

All changes to your profile can be made via the Business Portal. If you currently don’t have an account, or require any assistance with revamping your profile, please contact your Relationship Manager, Becky (becky@thetourismgroup.com.au). You can find the Content Standards here, and on the Community Hub.