Bailey Robinson is a British based luxury tour operator. They are renowned for tailor-made holidays around the world. They have been offering bespoke holidays and African safaris for more than 30 years and have a dedicated team of specialist consultants.
When our client came to us in 2013 they had a large website that had been built using a proprietary CMS. This was a limitation for a variety of reasons, plus the design was very dated. We were asked to create a brand new website that could contain the 7000+ pages and the many thousands of images required. It needed to be scalable and functional while being easy to update and maintain for normal non-technically minded users.
This was a collaborative project where we worked very closely with our client. Design was essential in representing the brand, focussing on both ease of customer and clients’ usability, and carefully crafting a site that would appeal to the diverse range of existing customers and attract potential new customers. We also had to carefully consider the scale of the website and the nature of the content, ensuring that all information is easily accessible.
The technical aspects of a project such as this are too often overlooked. At Blue Frontier we have a strong focus on development, and our in-house development team were in constant contact with our designers and our client to ensure that the administration interface was easy to use at the back-end while meeting the design brief at the front-end. We were also able to export and restructure the data from the previous website to dramatically reduce manual content adjustment.
Search Engine Optimisation
Bailey Robinson work in a highly competitive market place where strong Search Engine Optimisation is of great importance. We worked with our partner company, Dynamics Digital during the design and development phases to prioritise SEO. Once again, these requirements needed to be knitted in to the rest of the project without affecting the overall balance. As the clients’ previous site did not have excellent SEO there was a conscious effort to maximise what design would both help the site from an SEO perspective but not compromise the overall aesthetics or customer experience.
Keyword research is crucial in forming an SEO strategy- understanding the words and phrases that should be targeted helps create a focus for the website, determine the navigation concept and influence overall website design and individual page structures. The navigation in this case was a particular challenge as this site focusses on many different global locations.
We produced a design that represented the Bailey Robinson brand and was targeted toward the key demographic. Overall we feel we achieved an optimum balance between design, development and SEO - and our unique blend of skills was crucial to the overall success of the project. The website is fully hosted in our Joomla optimised, dedicated hosting environment.