Copywriting: Shoreline Cottages

Shoreline Whitby website snippet copywritten by Hey Marketing of Huddersfield

Anna at Shoreline Cottages said:

“Having spent months redesigning a new website to show off our portfolio of holiday cottages in Whitby, we needed a copywriter who would write engaging and accurate text to complement our new photography as well as our brand, and really bring our properties to life. With more than 30 holiday cottages, this was no mean feat but Liz grabbed the bull by the horns and delivered great work – she grasped the right tone, she somehow never made any two properties sound the same and she delivered within deadline. Most importantly, she is very easy to work with and I wouldn’t hesitate in recommending her.”

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 through accurate descriptions e.g. location, facilities, decor and furnishings.

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 paint a picture of walking Whitby’s quaint cobbled lanes, tasting fresh bread from the local bakery or breathing sea air from an apartment balcony. Since this was online content, 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 Cottages continues to grow, and more property owners 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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