Pictures are nice but use the right word

Strange isn’t it that a company that has clearly spent a moderate amount of money on its web site wasn’t prepared to get some decent copy produced.

Santa Pola Life Resort can satisfy all your needs through health and beauty activities and services, with the equipment and people assigned for this purpose; social activities that develop friendships amongst the residents, and cultural and entertainment activities so to be able to pursue your hobbies and cultural interests.

Ahhhhhh.

A free bit of consultancy for Santa Pola Life Resort. This is the word association that occurs when I (and a lot of your potential customers) see the copy you have used:

Hobbies - childhood memories of collecting stamps and building model aircraft. Things I abandoned when I discovered girls.

Cultural interests - things I that I feel guilty (not for long) about not doing.

Social activities - enforced happiness – you WILL make friends and enjoy yourself.

Friendships - lonely old people looking for a final fling - somebody to moan with.

Residents - people living in an old people’s home

Assigned - “make sure the ‘residents’ take their tablets"

Entertainment - a group of enthusiastic but tone deaf children singing carols at Xmas

OK, I am being a bit harsh but it illustrates the importance of the right copy. Dick Stroud