Project Detail
West Coast Mountain Guides SEO, UX & PPC
Improve short-term lead generation with a focus on 3 key courses. Revamp the existing website with improved internal structure and menu organisation to enhance website navigation, resulting in a more satisfying experience for website visitors.
Campaign Improvements & Highlights
The Project Brief
The client is an experienced mountain instruction and guiding company based in Fort William. The company uses a team of guides and instructors, some of whom hold the highest level of qualification available to mountain instructors.
The client’s primary focus was to improve lead generation for three key courses via PPC (pay-per-click) advertising. There had been a number of changes that made lead generation particularly important. These included changes in pricing and customer-to-guide ratios, along with the end of a local lead generation funnel.
It was important for the client to fill courses as quickly as possible, so that the financial viability of each course could be assessed. Specifically, to avoid under-subscribed courses and activities running at a loss.
Client
An established mountain guiding company providing guided climbs in the Ben Nevis area and on Skye. The company also delivers several technical climbing courses both in Scotland and overseas. Services are targeted at individual climbers & hikers, along with very small groups. Activities range from straightforward guided walks up Ben Nevis to challenging winter climbing.
The Solution
A key priority was to improve navigation on the site. This was done with the reorganisation and creation of new ’hub pages’, which collected similar services together, making the customer journey more coherent and logical.
Service pages were also redesigned to present a more consistent look across the site with information such as price, guide-to-hiker ratio and experience needed more clearly displayed. Tabs were introduced to breakdown information on pages into more easily readable chunks.
Site search functionality was also improved in order to remove outdated blog pages from appearing in customer searches.
PPC ad campaigns were developed to tightly target customers for 3 specific courses: Ben Nevis Guided Walks, Skye Cuillin Munros 4 Day Course and Aonach Eagach Course. As the client was particularly keen to encourage take-up of the Ben Nevis guided walks, this service was also subject of a broader PPC campaign. All PPC ads underwent A/B testing to determine the most effective.
Unique high-converting landing pages were set up for all the ad campaigns, and all ads were tracked with results analysed to inform further improvement.
Every area of work was put through ongoing optimisation to ensure that improvements didn’t stagnate.
Services
Website
What Our Client Said
“Thanks for your help and advice, especially with the lead tracking.”
Website redesign and redevelopment. Copy and content for both users and Google. Lead tracking, generation and optimisation.