The Rowley Estates
The Rowley Estates own and manage 19 luxury holiday cottages in and around the Lake District, as well as running a variety of other family businesses. They were looking for a website redesign that reflected the beauty of their properties and the premium quality of their products, and the ability to book stayS online. User journey and strong imagery were important considerations to the brief.
We Are Digital worked closely with Christine Rowley and her team to understand their ideas and create some concepts and wireframes that encapsulate their vision for the site. Once the design and branding were agreed, we could begin to rework existing content, write new content where needed and amalgamate the most inspiring imagery available. User experience of the new site had to be at the forefront of the build and consideration was given to how a customer might navigate the categories.
This work also involved an improvement to SEO structure across the website and rewriting the content across all pages to help increase engagement on the site.
We redesigned the Rowley logo to give it a more premium and contemporary feel, looked at competitor sites and audience trends and created design templates for the new webpages. Part of building a new site is the extensive research phase into keyword searches, audience profiles and competitor rankings. During the build we regularly sent page drafts and content to Christine, so she was up to date with the work we were carrying out and had the opportunity to make editorial changes.
The new site is equipped with carefully considered meta data that features a range of keywords and keyword combinations to help with ranking and indexing, and an internal linking structure that enhances the user experience and improve the sites SEO. The migration from the old website to the new one was sensitively handled with consideration of accurate redirects and page by page crawls to ensure all URLs had relevance and keyword density.
The use of an integrated booking platform widget means that The Rowley Estates can now take bookings online as well as direct. The user interface looks more premium and reflects the luxury status of the properties being advertised.
The new branding and site design has seen an improvement in CRO (conversion rate optimisation) and useability and looks to build on not only its holiday lettings, but also the corporate and conference facilities and wedding bookings.