Beechfield House is a 4AA red star, 2AA rosette, relaxed country house hotel near Bath. The hotel offers guests a blissful base to explore Wiltshire, however the website experience was falling behind compared to what competitors were offering users. The Beechfield House team called for our expertise to carry out an audit to uncover ways to improve performance and keep content up to date.
We recommended a few incremental changes across the website to help improve user experience. This included improving the navigation structure and instating a call to action button hierarchy on pages, making it clear to visitors where to click and when.
Through strategic restructuring and incremental changes to the website, users are now able to find the right information in less than three clicks. They’re encouraged to stay on the website through the embedding of a book a table functionality, instead of being directed away from Beechfield House to place a booking.
The team is also able to now immediately inform website visitors about any important updates such as lockdown closures or new regulations, through the integration of a first-entry notice.
To give back control to Beechfield and to help ensure content could be kept up to date, we integrated a CMS system into the website allowing the team to make updates as and when needed.
Having the ability to keep content fresh will be of benefit both for SEO and also for Beechfield visitors to the website, who will be able to find out the accurate information they need. It was also important to ensure the hotel could be found more easily through search engines. We carried out thorough keyword research, optimising website content and delivering a detailed SEO strategy.
– Marketing Manager, Beechfield House
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