For day 2 of my 100-day copywriting challenge, I’ve chosen Glenapp Castle, a historic five-star hotel situated on the southwest coast of Scotland.
While there’s a lot to be said about this castle hotel’s Victorian character, what stood out to me most was the abundance of recreational activities they offer.
With over 70 activities and excursions (yes, I counted all the options listed on their website), it would have been a missed opportunity to focus solely on the accommodation.
That’s why I tried to show all the different ways a guest might enjoy their stay at Glenapp Castle, rather than trying to capture every type of customer and guest experience with sweeping statements (and end up not speaking to anyone in particular).
Without further ado, here are 10 hero sections I wrote for Glenapp Castle’s homepage. I’ve marked a few of my favourites with a ✨.
Hero #1
At Glenapp Castle, you choose your own adventure
We are not here to dictate how you enjoy your stay. But we are committed to making sure you’re having a ridiculously good time. ✨
[ Start your journey in Ayrshire ]
Hero #2
Your castle, your rules.
You deserve so much more than a “standard package”. With 70+ activities and excursions to choose from, nothing’s off the table for adventurous spirits.
[ Design your itinerary ]
Hero #3
Finally. A place to live out your regal fantasies.
Surround yourself with period furnishings, sumptuous textiles and an air of opulence, as you step into a role of a countess—with all of the privileges and none of the responsibilities.
[ Gain access to Glenapp Castle ]
Hero #4
The magic that stays with you
We’ll appear right when you need us and disappear into the background when you don’t—so you can savour every laugh, every toast and every fleeting moment with your loved ones.
[ Ring the bell for service ]
Hero #5
Your doggo will love staying at Glenapp Castle
With 110 acres of lush castle grounds—as well as surrounding woodlands and coastal walks—there’s ample room to roam for you and your four-legged companion.
[ Explore our dog-friendly suites ]
Hero #6
A 19th-century castle, reimagined for modern opulence
Polished but personal. Classical but never outdated. Glenapp Castle is a retreat into a bygone era of splendour, situated along the southwest coast of Scotland.
[ Book now ]
Hero #7
This is what utter bliss feels like
With an indulgent afternoon tea, a languid stroll through the castle grounds, a candle-lit dinner under the veil of stars and a nightcap by the roaring fire, soon you’ll be wondering, “Where did the time go?” ✨
[ Plan your next getaway ]
Hero #8
There’s something for everyone at Glenapp Castle
Whether you’re travelling with a group of friends or with your little ones, you’re in good hands. From stargazing, glamping and whisky tasting to falconry, clay-pigeon shooting and trout fishing, Glenapp Castle has no shortage of activities for all ages.
[ View all offers ]
Hero #9
Stepping into Glenapp Castle sure feels like coming home
Take in the views of the Ailsa Craig from your bedchambers or linger on the terrace with a sundowner in hand. Wherever you go, you’ll be bathed in peace and comfort.
[ Plan your stay ]
Hero #10
Delight, at every turn
You bring your wanderlust. And we’ll bring the warmth, old-school charm and a good pair of wellies to turn your stay into a once-in-a-lifetime adventure.
[ Plan your trip to Glenapp Castle ]
Recap
Instead of 10 different “summaries” of Glenapp Castle, what I ended up with is copy that can be used throughout the homepage.
I think it’s fair, considering this is a hotel that can be enjoyed not just by couples looking for a romantic holiday but also by families with kids, large groups of friends and dog owners.
They all have different expectations, so it makes more sense to me to speak to each type of customer separately.
Lessons
I’m getting faster at writing, but there’s still room for growth.
The main challenge was that guests with children were underrespresented in online reviews, which made it difficult for me to write from the perspective of parents who stayed at this property. Next time, I may need to venture out into Facebook to study this demographic.
2/100
Click here to read more entries from 100 Hotels in 100 Days.