When traffic to their aging website began to decline, Tourism Barrie understood that they needed to improve their site to ensure that online visits prompted more actual visits. Over 400 Barrie business partners were depending on it. They turned to us for help transforming their website into a first port of call for anyone wanting to know more about Barrie and its many attractions.
There were a lot of perspectives to consider.
More than a market assessment of best practices among other tourist marketing organizations was required. We had to understand the client’s diverse audiences as well as their own pre-existing vision of what their online presence should be. Then there was question of their business partners. What were their needs? How should we best speak to their audiences with the overall goal of an overnight stay on Barrie?
We took a flexible, collaborative approach.
We worked with our client to define a sound strategy from the outset but kept our finger on the pulse with weekly meetings to review results and consider refinements not only to the website but to the campaigns geared to increase site traffic. Additional monthly strategy sessions were convened specifically to address additional ideas and helped keep the campaigns fresh. The result was an iterative and re-iterative process that moved us relentlessly towards our targets.
We arrived at a completely redesigned website.
With an upgraded platform supporting enhanced search optimization capabilities and persona scoring and tracking. In a variety of imaginative ways, business partners were now showcased prominently and site visitors gained a more compelling idea of the experiences and community on offer.
Subsequent phases of the project involved social media marketing, search marketing, and remarketing initiatives designed to push more visitors to the site. As visits increased, we developed a number of detailed user personas that allowed us to package specific content for each individual visitor and thereby provide the best possible user experience.
“Everyone liked it.”
That’s what our client told us about the new site. At a meeting with leading business owners, the mayor called it “beautiful.” But the proof is in the pudding. Not only has the new site registered a 33% increase in visits since its launch but the number of visitors coming back for return visits has increased markedly. We are well on our way to achieving our goal of making the site the go-to spot for Barrie information that people will return to again and again.