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The campground website genre is extremely important to the growth of the business.

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It may appear that campground owners do not have a specific writing genre. They are not required to write lengthy reports or peer reviewed documents. They do, however, write plenty of marketing copy in the form of a website. Today, a campground's best chance of acquiring new clients is through the internet. In this day in age, business owners must have a website, and a good one at that. The campground website genre is short but quite specific. The website's main goals are to provide accurate information on the campground and book reservations.

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There are many ways to induce website traffic.

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Campground owners don't just build a website and leave it out in the web, hoping for someone to stumble upon it. It takes work to distribute this genre. There are many distribution channels that facilitate in bringing customers to the website. Most of these channels are social media platforms. However, campground owners can also use paid advertising, search engines, flyers, pamphlets and word of mouth to get folks to visit their website. Additionally, they can utilize tools like email lists or text message marketing to bring current customers back to the website in the future.

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The above photo is a screen shot of Moose Creek's RV Resort's amenities section. 

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Even though there is little text on campground websites, there are still clearly identifiable moves. The largest of these moves is the use of ethos. In this genre, ethos is heavily relied on to convince customers that they need to reserve a campsite. By mentioning how relaxing their campground is, and how much the customers need time away from their busy lifestyles, the website can create an emotional desire in their customers to help nudge them toward the CTA or call to action. Another major move in this genre is the organization and placement of information including:

Clearly marked maps

Photos of the campground

Campground operating dates and hours

Amenities offered

An "about us" section

Information about the local area

CTA (Reserve Site, Book Here, Call Now, Learn More)

Campground owners know the importance of keeping their information sections accurate and concise in order for the customer to make educated decisions for their camping needs.

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Each rhetorical move encourages a reservation booking.

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The rhetorical moves of this genre equip campers with a realistic sense of what it will be like to stay at that campground. Customers can see what the campground looks like, view the amenities offered, and get a good sense of what the towns in the area have to offer if they want to venture away from camp. These moves also serve as tools used to persuade customers to book a reservation. The use of ethos in the genre is what draws customers to the CTA where they can then complete the sale. The ultimate goal of this genre is to offer campground information and book reservations. These rhetorical moves are a means to do just that.

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Pictured above is a screen shot of Grace Gardens Campground's main website page. The CTA, "book now" is easy to identify immediately.

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While all of the examined websites contained the same rhetorical moves, the way that they were presented seemed to be optional. For example, one website had their About Us section in a different tab, while another had theirs at the very top of their main page. Another option is CTA placement. The CTA for campground websites will vary only slightly between calling and clicking, both in an attempt to book reservations. Two of my samples had the CTA at the very top of the page, while the others chose to place theirs at the bottom. One page even had two CTAs, one mid-page and one at the bottom. Mostly, the variations in this genre consist of cosmetic details and are in regard to each company's specific branding style. A final variation to consider is the amount of information available about the local towns. Some samples listed minimal information about local attractions while others went in-depth about local small businesses. Overall, variations in this genre are pretty limited.

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Key words are used to evoke specific feelings and desires within the reader.

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There are many patterns in the language of this genre. To start, copy is always written in an active and authoritative voice. For example, one would not say, "We think that you would feel really relaxed at our campground." Instead, the phrase would be more like, "Our campground is the best place to relax!" Furthermore, each website uses phrases and key words like "comfort" or "relaxation" as well as exclamation points at the end of sentences to convey a happy, relaxing, and exciting ambiance. In order to reach their target audience, campground websites tend to use short phrases and basic vocabulary that is easily digestible by their audience.

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The guest reservation is the end goal for this genre.

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All of the samples I reviewed were visually appealing, which is important when trying to attract customers. The flow of this genre makes the process of choosing a campground easy and stress-free for potential clients. The inclusion of maps and amenities serves the customer well in their decision making process. Oddly, only one website had their pricing transparently placed on their main page, which is the only page included in my research. Perhaps making this transparency of pricing more of an obligation in this genre could help campers make their choices more efficiently. In the end, the campground website genre achieves its goals of obtaining camping reservations.