Explore Marlborough specialises in guided wine and food tours in the Marlborough region.
Operating in a very competitive environment means that it particularly important Explore Marlborough's marketing clearly communicates their points of difference and positions them as the experts in their field.
The old website lacked the imagery, copy and design to inspire their visitors to book. Their bounce rate was high and most users were quickly leaving, particularly on mobile. With only 11% of their traffic coming from organic search, we also needed to ensure they began to get found for the right search terms.
A fully responsible, attractive website now sets a great first impression and has vastly improved user experience for visitors regardless of what device they are on. It is obvious from the moment you land on the website what Explore Marlborough is offering and there are clear pathways to their tours. As evidence of this, the website’s bounce rate improved by over 50% in the first two weeks of being live.
Search engine optimisation was an important consideration throughout the project and keyword analysis was carried out to help make decisions regarding IA and content. After only 2 weeks of being live, organic search traffic made up 30% of visits (up from 11%).
Tomahawk’s simple-to-use CMS allows Explore Marlborough to review and update their content, with the ability to add new tours should they expand in the future.