Case Study #4: New Website

May 01, 2017

Industry: Day Camp

Challenge: The company’s website was not converting new campers in the way that they wanted.

The company’s website was cluttered, with too much content and no direction of where to go on the website. Visitors did not stay long and thus did not convert into new customers.

Actions:

  • After a thorough intake, FIA mapped out a clearly defined path directing visitors where to go on the website
  • Utilized a WordPress platform to increase searchability
  • Cut the number of pages in half – from 80 to 40 with the idea that ‘less is more.’
  • Added videos showing children + counselors in action, plus parent testimonials
  • Included specific calls to action: take a tour, sign up for a brochure, etc.

Results

  • Traffic on the site increased by 60% over the next year
  • Visitors stayed longer on the site
  • Visitors took an ‘actionable’ next step – sign up for a tour, fill out a contact form, etc
  • Overall searches increased by 15% – 300 more searches than the previous year
  • More searches + more tours = more campers

 

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