Content Creation, Web Design, Website Build, Website Training
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Project Summary
The Visit Falkirk website was revamped to align with a brand refresh and to elevate the site’s functionality, user experience, and overall appeal. The key objective was to transform the website into a fully customer-driven, mobile-friendly, and engaging platform that serves as a one-stop shop for visitors interested in the Falkirk area.
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Key Objectives
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Promote Falkirk as a Tourism Destination
The website was designed to highlight Falkirk’s attractions, encouraging visitors to explore multiple sites and extend their stay
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Accommodation and Itineraries Promotion
Emphasised the availability of various accommodation options and detailed itineraries to attract short break tourists
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Enhanced Communication Links
Provided comprehensive information about transport options, making it easier for visitors to plan their trips
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Events Promotion
Offered a detailed and accessible events guide for the Falkirk area
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Optimised for SEO and Marketing
The content was structured and optimised for search engines, with integrated analytics to track performance
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Accessibility
Ensured the website conformed to best practice guidelines and legalities including meeting the WCAG 2.1 AA guidelines
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Solutions
Website Functionality
User-Centric Design
The website was restructured to ensure easy and intuitive navigation, with a focus on meeting the needs of all end-users
Comprehensive Search Facility
Implemented a powerful search feature allowing users to find accommodation, attractions, and events by type, grade, or location
CMS Upgrade
The project involved upgrading the existing CMS (Umbraco v6.2.6) or implementing a new one, enabling better content management and scalability
Social Media Integration
Fully integrated social media platforms, including Facebook, Twitter, Instagram, and YouTube, to enhance visitor engagement
TripAdvisor Ratings
Integrated TripAdvisor ratings for attractions, accommodation, and restaurants to provide trustworthy user reviews
Training and Support
Training for Editors
Provided training for around five individuals, covering content creation, SEO, online marketing, and analytics to empower them to manage the website effectively
Ongoing Support
Established a monthly support package for ongoing maintenance and further development of the website
Special Features
Corporate and Travel Trade Sections
Developed dedicated sub-domains for corporate and travel trade users, including resources such as itineraries, promotional materials, and contact information, with secure login where necessary
Future-Proofing
Designed the website with future enhancements in mind, including potential integration of an online booking systemInsights and Analytics
Performance Monitoring
Implemented key performance indicators (KPIs) such as unique user numbers, site hits, and user demographics to track the website’s success and areas for improvement
Adaptation to Trends
The website content was adjusted to reflect changing user interests, particularly in response to the COVID-19 pandemic, with a shift towards promoting outdoor activities
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Project Results
+127% User Growth
Year-on-year increase in active users
+228% Organic Searches
With overall sessions from organic search up by 124.4%
+147.6% Mobile growth
Mobile users now represent 78.4% of all active users
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Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
