Projects
Geilsland Estate
Beith - Scotland
Serving the Local Communities in North Ayrshire
Straightaway, we got under the bonnet of each website. We started off by running site health checks for the websites, and then examining visitor numbers, visitor behaviour and the user journey across all three. These checks supported the Trust’s view – our work showed in glaring neon lights that the user journey was confusing with over 4,000 combined “health” warnings across the website portfolio. We swiftly concluded that the current three-website system was not fit for purpose nor was it good from an SEO perspective.
What we delivered
- Digital Marketing
- Project Management
- Website Development
Our Approach
Working closely with the Trust, we proposed a concise plan of activity, bringing two websites together and carrying out a range of improvements to the two remaining websites. These included:
- New, clean website designs that were founded on good navigation and a clear site structure.
- Streamlining of all content, optimised for SEO across all pages.
- Increased use of visual elements across content, particularly in sections that communicated the Trust’s key USPs and commercial aims.
- The full integration of Airbnb booking functionality and Skedda booking system facilitating the community bookings of sporting and meeting spaces with greater ease.
- Introduction of an effective eCommerce system to sell products and event tickets.
- Custom animation to further engage consumers.
- Implementation of technical SEO elements such as meta titles, descriptions, and Alt tags, as well as best practice guidelines for future, volunteer-written blog content.
- Dynamic scrolling to increase user dwell time on key pages, supported by a new content structure that led visitors through the marketing funnel, resulting in higher conversions and increased data capture.
- Implementation of technical hygiene best practice including: removal of duplicate content that was damaging SEO; removal of old and unused code for a simplified back-end user experience; organisation and tidy up of all site plugins; and redirection of 404 error pages.
The Outcome
After we completed our work, domain authority doubled, overall health score increased to 94%, and both site speeds and load times for mobile and desktop increased exponentially into Google good ranking. All in a few good days’ work for the Flourish web wizards.
After this technical know-how from Flourish, we know that Geilsland Estate will continue to serve its customers and communities – but with websites that show off its facilities and services, echoing its local standing and success in this gorgeous setting.
