Copywriting: Shoreline Cottages

Shoreline Whitby website snippet copywritten by Hey Marketing of Huddersfield

Agency brief: Write compelling online content for the Shoreline Cottages website 

Working initially alongside a Leeds-based brand marketing agency, the task of rewriting website content for Shoreline was a true delight. Shoreline Cottages was undergoing a rebrand, positioning it as the premier holiday letting agency for the Whitby and Cleveland coast. My experience in the hospitality industry was seen as a good match by the agency’s Client Services team. It certainly served me well – after writing content for Shoreline’s 30+ property pages, I even convinced myself to make a holiday booking. 

The brief was to ‘create a strong sense of desire to visit Whitby’. Plus:

  • highlight each property’s unique character
  • make the visitor want to book
  • be expressive and persuasive but manage customer expectations by accurately describing key features , e.g. a property’s location, facilities, decor and furnishings etc.

Shoreline is renowned for top-quality accommodation. So, the route to compelling copy was to place the visitor at the heart of each story: to imagine themselves walking Whitby’s quaint cobbled lanes, tasting fresh bread from the local bakery or breathing in salty sea air from their apartment balcony. Since this was content for a website, it was imperative to understand browsing behaviour and incorporate mechanisms – such as keyword phrases and meta tag descriptions – to positively influence search performance.

As Shoreline continues to grow and more customers sign up to let their properties, the website copy has to find new, enticing and individual ways to lure visitors in. It is imperative that each Shoreline client feels his or her holiday cottage is the one you should book.

Working remotely from home in Huddersfield, I used a list of property features supplied by Shoreline. By researching the attractions, the geography, the annual events and the town’s history I fell in love with Whitby again. I’ll be back there soon and, of course, supporting my clients by booking through Shoreline!


“Whitby is a seaside town rich in history and modern folklore. It’s where you’ll find red-tiled cottage rooftops tumbling pell-mell down the hillsides to the pretty harbour below. It oozes unspoilt charm and nostalgia from every nook and cranny and, if it hasn’t already, it will capture your heart forever.”


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