BACKGROUND
Opened in 2018, Donkey Creek Farm is a friendly, family-run holiday park in the pretty village of Freckleton. It’s the perfect base to explore the gorgeous Lancashire countryside and Fylde Coast, and has a range of excellent amenities.
SECTOR
Leisure & Hospitality
SERVICESCGI Service
Creative & Content
Web Design & Development
The task
The Donkey Creek team wanted a new website to help them get more holiday bookings. They were clear that they wanted the user journeys on site to be clearer and easier and they were also keen to upgrade the design to show more visuals of their park.They also asked us to redesign their logo – modernising it but somehow keeping the reference to the donkey.
The result
For the branding, we updated the colour palette, but with clear links back to their existing brand colour. The old site featured browns and greens, we modernised the colour palette with a brighter green and added supporting colours to compliment. We used drone footage on the homepage to show off the pretty lakes, amenities and green spaces of the site and used CGI to fill in any areas where the site was still undergoing upgrades.The logo was updated to include a modern donkey graphic, grass detail to draw attention to the greenery of the surroundings and a donkey shape was incorporated into the letter D of ‘Donkey Creek Farm’. The C shape hints at the creek shape and also visually links the D and the F.
After extensive UX planning and research, the website UI was completely overhauled, with more emphasis on mobile-first usability and better use of full screen image assets and video to showcase the park’s picturesque surroundings. Page components were given more space to breathe, making it easier for users to read and digest information. The new logo and branding colours were used across the website to ensure consistency.
The site is linked to a booking engine and the user-friendly CMS allows the client to update the website themselves, so they can promote seasonal events or special offers.
The site also shows the latest TripAdvisor ratings to provide ‘social proof’ and reassure potential customers that the park is a good choice for their next holiday.
In the absence of a paid media marketing campaign, it was important that the new site immediately captured users through organic search. The new website was fully SEO compliant, which ensured that within a week of the launch, 54% of the site's traffic was from search. Furthermore, in the following weeks, the volume of traffic from search increased by an average of 20% week on week.
The site also shows the latest TripAdvisor ratings to provide ‘social proof’ and reassure potential customers that the park is a good choice for their next holiday.
In the absence of a paid media marketing campaign, it was important that the new site immediately captured users through organic search. The new website was fully SEO compliant, which ensured that within a week of the launch, 54% of the site's traffic was from search. Furthermore, in the following weeks, the volume of traffic from search increased by an average of 20% week on week.
52%
of site traffic is from search
1,314
new users in first three weeks after launch.
38%
of all users go through to the booking engine
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