Cape LaHave Adventures is a Canadian kayak tours and rental business. The first phase involved using SEO to increase visitors. The second phase involved re-building the website in Shopify to increase bookings.
Challenges
Cape LaHave Adventures always got rave reviews from customers but were hard to find in search. They had an attractive site built in SquareSpace but it wasn't SEO-friendly and competitors were ranking ahead of them in search results
The first phase of this project focussed purely on SEO to improve Google rankings. After achieving great results with SEO (their website traffic literally doubled) the focus switched to improving conversion rates, which were initially below 1%.
Project Features
The SEO phase included:
- Keyword research to identify the most popular search terms
- Rewriting page titles, descriptions, headings and other content elements
- Creating new social media profiles and a YouTube channel
- Increasing "backlinks" through directory listings, blog posts and social posts
The website re-build phase included:
- Making "products" (tours, lessons and rentals) more visible on the homepage
- Different templates for different product types, each with their own set of supporting content
- Adding a lots more product information, including things like tour highlights, what was included, what to bring, meals and accommodation; to ensure no questions were left unanswered prior to booking
- More images for tours and lessons allowing people to better "experience" products
- An integrated online booking widget for tours, lessons and rental products
- Customising the Shopify theme to show the full price of products but only require a 50% deposit to book
- Add-on products for tours, such as sleeping bag and wetsuit rental
- Additional content such as FAQs and tour guide profiles
- A live Google reviews feed to showcase their rave reviews
- Creating product "bundles" like Sea Kayak + Sauna packages
The End Result
The original SEO campaign improved average Google ranking from position 20 to position 3, and increased website visitors from 1,200/month to 2,400/month.
On launching the new Shopify site conversion rates doubled overnight and continued to increase. The SEO campaign and the website rebuild combined increased online sales by over 300%.
See the website at capelahaveadventures.ca
