Design, Marketing, Frontend Engineering
Logo, Website, Copywriting
Focus on a niche.
Instead of catering to travel as a whole, talking to customers led us to discovering that group travel was a lucrative segment to pursue.
From generic to specific
We modified the previous website to forgo any bland copywriting to a laser focus on groups.
Removed generic accommodation content offering to focus on group travel from the get go.
Instead of selling 'friendliness', we sold tangible values: School trips, great customer service, and a spacious group venue.
Rather than including a little bit about everything, we cut this right down to features and pricing packages specific to groups.
Graphics to make visitors stop scrolling.
We used WebGL graphics and spacious carousels to cut through the noise.
Instead of the classic two primary colours, we chose linear gradients spanning many colours to bring out more emotions that travellers would likely feel when residing at the Hideaway.
Links to local associations, a popular Facebook page, and high ratings on Google and TripAdvisor meant customers were more willing to give the Hideaway the benefit of the doubt.
A vibrant link to the page was added to the Footer with referral tracking to capture traffic both to and from Facebook.
The owners, Ramu and Sula, organise a community kitchen three times a week. This is an excellent means of cementing the Hideaway's local reputation. We emphasized this to grab the attention of potential group trip organisers.
History is consistence
We were able to leverage The Hideaway's long history in the region and feedback from locals to build the Hideaway as a credible and unique destination.
Approachable through a unified design.
Predictable page components means visitors know what to expect as they progress down the page. This makes them more likely to be sold when they reach the final call to action.
Approachability to encourage bookings
The final goal was to confirm group bookings. We updated the copywriting multiple times to figure out what worked.
A lot of the time we go through a few iterations to get the messaging right and understand what it is people are looking for. This process helped us build an effective website The Reefton Hideaway.
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