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Designing a new face and online visual experience for a luxury lodge & holiday park.
During the discovery phase, one of the important insights was although the lodges are stereotypically for elderly people, the actual persona that West Well Park desired to target was a younger market interested in a second home or luxury lodges.
Taking into consideration these two user groups, the task was to create a brand that:
Since West Well Park’s lodges are luxury and often bought by the affluent, the logo, brand and website had to represent their sophisticated look & feel. While choosing the palettes and typography style we leaned to on mono-chromatic colours and use of unique sans-serif fonts.
During the brand strategy phase we deemed showcasing authenticity of the holiday park through lifestyle imagery, which would benefit the website design and social media channels. We also strived to move away from the over-used and typical designs used by similar holiday parks and their close competitors.
Comparing other competitors and reviewing the previous websites statistics, we knew we needed to improve the user experience (UX) to not only improve the search engine performance but make it easier to navigate to lodges or contact pages.
West Well Park website content is to provide information on the lodges available to purchase on the park but also insight into the local area and benefits of living on a holiday park. Because of this, a dynamic presentation of content was needed to be implemented by the use CMS templates for further development in the future and integrating Instagram into the gallery page to save double handling the same images.
During the discovery phase of the project, we very quickly noticed many challenges and quick-wins that we could take advantage of, it was apparent the SEO on the previous site was done for efficiency with short-term success in mind, it was time to change the approach.
Unfortunately website performance tools like Google Analytics and Search Console was missing, so we had very little metrics and keywords to review, utilising external tools and the clients requirements we built a SEO strategy that resonated with their business for quick-wins, potential enquiries and long-term success.
Stats taken from February 2021, Data Range: 3 months.
West Well Park utilises many business listings but of course the business listing connected to the largest search engine is one that needs to be well optimised.
The previous agency setup the profile and was performing well, it had several good reviews and correct information but was just laking that ‘something’ to drive additional engagement and work in tandem with the new website.
We updated the logo and cover photo and regularly update the photo library, request reviews from local guides and lodges owners, respond to previous reviews to show good customer service and finally insightful questions & answers.
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