Background to the Business
Forest Glade Holiday Park is a family run and family friendly campsite based in Devon. Situated between Cullompton and Honiton, the park is set in a forest clearing in the heart of the Blackdown Hills. Forest Glade’s unique selling point is the location, a peaceful setting in an Area of Outstanding Natural Beauty.
Our Challenge
Having worked with Andrea and her team on reviewing their online presence and creating a digital strategy we were tasked with re-developing their website.
The Devon holiday park sector is extremely competitive, so the new site needed to stand out from the competition as well as showcase the beauty of the park’s location and the exceptional standard of accommodation and hospitality on offer. It was important that the website portrayed the park’s peaceful and unspoilt surroundings.
Visitors to the Forest Glade Holiday Park website needed to be presented with details of accommodation and availability, in-depth knowledge about the local area and things to do, news and events.
The redevelopment would increase the visibility of the holiday park online to encourage both new holiday bookings and caravan sales. With an improved customer experience in place, the website would be able achieve better conversion rates of website users to make direct bookings.
Our Approach
From the outset it was important to establish key customers and audiences to shape our approach to the project.
We added in new functionality such as information about the local area and things to do. This helps to sell the experience to Forest Glade’s distinct target audiences of families and retirement age couples. There’s lots to explore on foot in the local area so attracting more walkers to the park was a crucial consideration.
Using our expertise of website design and development in the holiday park sector we implemented key content areas (optimised for search engine visibility) and clearer calls to actions – linking to their third party booking system and email subscriptions.
As part of our technical SEO review, we overhauled of the websites URL structure to ensure it was right from the start. This meant URLs and a lot of the structure was simplified and less nested as a result.
Our Results
Key Project Facts
- Google Search Gains – Page 1 ranking for ‘caravan storage in devon’ ‘camping with swimming pool’ ‘last minute caravan holidays devon’
- Conversion Rate Increases – More traffic and direct bookings
- Newsletter Sign-ups – Integrated MailChimp subscription feature
With Key's excellent reputation for delivering the best websites for holiday parks they were the only choice for us. I am delighted with the end result and the feedback from our customers about the new site has been universally positive.
Andrea Gosling - Park Owner