CASE STUDY: tourism website design, SEO and PPC

Read our tourism marketing case study to learn how we rescued Stump Cross Caverns from the digital darkness

The situation

A unique visitor attraction with unique marketing challenges.

Stump Cross Caverns has been around for a long time – longer than humans or dinosaurs, in fact. And as a show cave, it's been delighting visitors since the 19th century. Rock-spotters travel from far and wide to see its incredible limestone formations, wander through its twisting passageways and soak up its magical atmosphere.

But it wasn't all sunshine and stalactites. For all its hard work, Stump's revenue seemed to be disappearing down a deep, dark hole. The team needed a hero to help them see the light at the end of the tunnel.

The solution

A new website that engaged, entertained and educated in equal measure.

Our heroes took a long, hard look at the Stump Cross website and realised it was missing more than a few tricks.

First, it wasn't built for SEO. There's an army of families out there looking for things to do in their local area. Stump simply wasn't reaching them.

Second, the content was fine – but "fine" isn't good enough when you've got one of the UK's most interesting attractions on your hands. Its copy would need a serious glow-up.

Third, it was losing out on the educational market. Stump Cross is a school trip planner's dream, so they'd need new pages that kept kids entertained and helped them win over teachers and parents alike.

The recipe was clear: a brand-new website, chock-full of inspiring, educational content that would be primed to rank in Google search. And for good measure, we'd revamp their Google Ads account to help them reach more people at less cost.

A man is sitting in a chair using a laptop computer.

The results

A raft of new search rankings and an educational renaissance.

Stump's new website launched and the results were almost instantaneous. Its SEO-friendly content did a better job of selling its unique proposition – and with shrewd PPC management, we cornered the local show cave market with enticing, clickable ads.

The market quickly responded – and visitor numbers are now up a healthy eight percent.

But the most impressive gain was in the educational sphere. Thanks to our education-focused content strategy, Stump's school trip revenue has increased almost sevenfold.

And the results keep rolling in. With a steady stream of optimised blog articles, Stump Cross continues to gain new, relevant search rankings with each passing month. Rock on!

Visitor numbers up 8%

Thanks to our efforts, Stump welcomes more visitors more often.

School trip revenue up 57%

Our new educational pages worked their magic. Stump is now a school trip hotspot.

More than 1,390 keywords ranking…

…including top spots for key commercial and educational terms.

CLIENT TESTIMONIAL

"The website you created for Stump Cross Caverns has completely transformed the way we do business. We’ve seen an incredible boost in our SEO rankings thanks to the thoughtful, human-written content and the sleek, user-friendly design.

What really sets your team apart is your responsiveness—no matter the issue, you’re always on hand at a moment’s notice to provide support. It’s a pleasure working with such a dedicated and talented group.

Thank you for all your hard work. I’m excited to see your new website and am sure it will reflect the same high standards you’ve brought to us."

Oliver

Pretty heroic, eh?

Now you've seen what our travel and tourism website design skills can do, why not take a slice of our superpowers for yourself? Drop a date in the diary to book a meeting with our team.

I need a hero