As part of a project to deliver long-lasting benefit to tourism in the region, funded by Arts Council England and Visit England, Cultural Destinations aimed to create a new website for Visit Calderdale using newly developed branding. The main objectives for the project were to encourage repeat visits, increased stay length, and providing a better hub for information on events, attractions and activities in the region.
After the popularity and success of the Tour de France, Calderdale Council and Cultural Destinations wanted to capitalise on the increased awareness of the region and create a one-stop-shop for visitors where they could access information and inspiration. Events were a key aspect of the site, and we needed to make sure they both stood out and were easy to find.
Using the Pretty Gritty brand guidelines our first job was to create a logo mark and design a website that felt consistent. We used a modified version of the Magento platform to allow us to create a ‘Plan my Visit’ section where users could add various events, attractions and activities to their own visit which they could then share with friends and family.
A logical approach was taken in regards to the structure of the site, utilising keyword research to create specific landing page including a ‘Plan Your Stay’ section listing everything to do in Calderdale, as well as a map and individual pages for Towns & Villages which highlighted popular attractions in those areas.
The blog section allows the team at Visit Calderdale to add important information around events such as the Tour de Yorkshire, as well as provide inspiration to visitors through blog posts written by local business owners who know the area.
The fully responsive site works seamlessly across mobile, tablet and desktop, meaning that whether you’re planning a trip at home or need information on the fly you can easily navigate to any page you need.
Since go-live the site has performed consistently well. We’ve seen a 135% increase in overall traffic, an 857% increase in conversions (people creating an account and using the ‘My Visit’ function) and a 100% increase in mobile conversions. We’re sure you’ll agree those are some lofty figures!
Through feedback sessions with local businesses we have refined the site and received a lot of positive feedback about how easy it is to create a visit and how good the site looks – straight from the horse’s mouth!
135% Increase in Overall Traffic
857% Increase in Conversions
100% Increase in Mobile Conversion