Westville Hotel is a 4-star boutique hotel located in Enniskillen, a charming town in the idyllic County Fermanagh. The hotel offers a choice of rooms or apartments, and welcomes guests into a pleasant and comfortable stay. It’s ideal for both business travellers and tourists seeking a comfortable and luxurious experience in Enniskillen.

In order to enhance the digital performance and online reputation of Westville Hotel, we set several objectives, based on their frustrations and future goals.

Create an Accessible Website

The client’s website was previously inaccessible for internal updates. This limitation made it impossible for the hotel staff to update content or make necessary changes independently, forcing them to rely heavily on third-party services. Such dependence not only slowed down the process of keeping the website current but also added extra costs and complications for the hotel.

Security Vulnerability

Another concern was the security vulnerability presented by the old theme of the website. The outdated theme not only posed risks of potential security breaches but also lacked the capability for essential backups.

In the hotel industry, where customer data security is paramount, this poses a substantial risk to both the hotel’s reputation and the safety of storing guest information.

Need for a Refresh

The visual appeal and user experience of the hotel’s website were also severely lacking. The outdated theme did not represent the hotel’s brand effectively and was not inviting to potential guests. A clear, intuitive navigation was absent, making it difficult for users to find the information they needed.

These challenges highlighted the need for a comprehensive overhaul of the website, focusing on accessibility, security, and a refreshed, user-centric design to align with the standards expected in the hospitality industry.

Belmore Court & Motel, located in Enniskillen, is a unique accommodation choice distinct from conventional hotels. Celebrated for its exceptional service, this establishment has been recognised as a top accommodation option in Enniskillen and Fermanagh by TripAdvisor for over seventeen years​​.

What sets Belmore Court & Motel apart is its commitment to exceptional customer service and genuine hospitality. The motto “Arrive a guest, leave as a friend” encapsulates their approach to guest relations, aiming to create meaningful connections and a welcoming atmosphere that turns guests into extended family members​.

Our client, a local hotel in Enniskillen, primarily needed a new website. Their existing digital presence was lacking in modern functionality, which ultimately had an impact on their direct bookings. Our job was to deliver a hotel marketing strategy and create a digital home that put our client’s website in front of their potential guests—at the right time.

Outdated Design

Our client’s existing hotel website was no longer meeting modern standards. Its dated appearance and lack of contemporary features were evident, signalling a pressing need for a revamped hotel website design.

Difficult Navigation

Users also found the website hard to navigate. The previous layout and user interface were not intuitive, leading to confusion and inefficiency when trying to view available bookings or find out more information about a potential stay.

Negative User Experience

The combination of an outdated design and difficult navigation culminated in a negative user experience. This affected the website’s ability to both attract and retain potential guests, impacting our client’s digital performance and online success.

Considering the needs of our client at Belmore Court and Motel, we strategically began to create a hotel website design that would land them on the first page of search engine results.

This increase in SEO position led to more website traffic, and with our clever web design and embedded calls to action, we ensured that those website visitors were encouraged to become guests.

Integrated with Net Affinity Booking System

A key step in our approach was integrating the Net Affinity booking system. This system streamlined the reservation process, making it more user-friendly and efficient for guests. It allowed for a smoother booking experience, reducing barriers to conversion.

Improved Layout and Mega Menu

Recognizing the need for easier navigation, we completely overhauled the website’s layout. The introduction of a mega menu was a strategic move to enhance accessibility.

This new layout made it easier for users to find what they were looking for, whether it was room descriptions, rates, or special offers. Our focus was on ensuring that every visitor could navigate the site with ease, mirroring the welcoming and accommodating spirit of Belmore Court & Motel.

Responsive Design for Mobile Users

In an industry where mobile usage is prevalent, we also emphasised creating a responsive hotel website design. This ensured that the website was easily accessible and functional across various devices, catering to the growing number of users who prefer mobile browsing when booking trips.

These initiatives were essential in transforming the website into a more effective and engaging platform, directly reflecting the hotel’s commitment to providing an exceptional online experience for its guests.

The challenge presented in this case study involved developing a website for a client who hosts an annual traditional event in Ireland – Tradfest. We set several goals to build event awareness and further the success of it, including;

• Event Promotion
• Encouraging Participation
• Information Provision
• Streamlining Booking Processes

• Building Excitement
• Branding and Aesthetic Appeal
• User Experience (UX) and Accessibility

The challenge was to create a dynamic, engaging, and functional website that not only served as an informational hub for Tradfest but also played a critical role in marketing the event, attracting participation, and enhancing the overall experience leading up to it.

TradFest is an annual celebration of Irish traditional music, taking place in the heart of Dublin’s cultural quarter, Temple Bar. The festival showcases the best of established and emerging musical talent, offering an immersive experience of Irish music and culture.

TradFest is a must-visit event for anyone passionate about Irish traditional music and culture. The festival provides an opportunity to immerse oneself in the rich musical heritage of Ireland, experience the vibrant energy of Dublin’s cultural scene, and discover the next generation of Irish music talent.

The Client

Enviro FWA is an established and renowned supplier of air conditioning, ventilation, and fire safety products and services. With 20 years of experience in the industry, they have built a solid reputation as industry experts within their field.

Enviro FWA also boasts a team of experts who are dedicated to delivering a reliable service, with sustainable products that meet the highest industry standards. They encourage potential clients to choose Enviro Fire Water & Air Limited for all installation and servicing needs, promising a difference that their expertise and dedication can make.

The Challenge

There were a few challenges that stood in the way of Enviro’s online success, including;

• An outdated website.
• Lack of user-friendly navigation.
• Poor conversion rates.
• A website performance score of 17 on GTmetrix.

The website performance score of 17 was a clear indicator that more work needed to be done, it was hindering their success instead of creating it. But with a team of expert web developers and content writers, we were able to turn the tide and establish a strong website that could increase their conversion rate optimisation and enhance their digital presence.

Our approach focused on bringing new life to the outdated website. We aimed to fix the technical aspects of the website’s performance and encourage better conversion rate optimisation through embedded calls to action and enhance user experience.

User Experience Enhancement

Our primary focus was to improve the website’s user experience. We aimed to make it easier for visitors to navigate through the site and find exactly what they were looking for. This involved a complete redesign that not only modernised the look of the site but also made it more intuitive and user-friendly.

This is especially important when designing a website that is based on technical products/services. It needs to explain what they do in an easy-to-understand way. If the site is too difficult to navigate through, or if the information is crammed in, it will only serve to reduce the user experience and negatively affect the site’s performance.

SEO Optimisation

We strategically optimised the Enviro FWA website for enhanced SEO performance, some of the things we did include;

• The correct use of tags (meta tags on images, tags on titles).
• Setting up internal links properly.
• On-page SEO elements.
• Faster loading speeds.

The technical tweaks ensured that we could enhance the SEO performance, leading to more website visits and ultimately, enhanced conversion rate optimisation. As an SEO agency, we are able to combine sleek website design with strategic SEO practices that deliver real results.

Blog Page Enhancements

Another aspect of our SEO approach was to enhance the blog posts on Enviro’s website. This would ensure that the blogs could rank higher and that they could encourage the reader to take action, with strategically placed calls to action.

Each blog post is now linked to a contact page, ensuring that potential clients can effortlessly reach out to Viro for more information. This type of SEO blog also sets an example for Enviro, ensuring that they know how to structure content going forward.

Crafting a Service Product Page

To further assist Enviro in showcasing its services, we developed a single service product page. This clean and organised layout allowed potential customers to easily understand and access Enviro’s diverse offerings. We also included a strategically placed contact button to encourage inquiries, moving visitors closer to becoming customers.

The Homepage Transformation

The homepage is often a visitor’s first impression of a company, so when it came to Enviro FWA, we gave it a significant facelift:

• We introduced a new, vibrant header that immediately grabs attention.
• A clear and compelling call to action was added, guiding visitors towards a specific goal.
• Integrated social media links, making it easy for visitors to connect with Enviro FWA on various platforms.

This homepage transformation was a crucial step in enhancing the online presence of Enviro FWA. With a welcoming homepage, visitors were encouraged to stick around for longer, explore their services and ultimately, increase conversion rate optimisation.

The Client

ProCoffee is a unique protein-based coffee blend that offers customers various health benefits alongside a great-tasting beverage. We can attest to the great taste because they were kind enough to bring a sample into the office – it didn’t last long.

When they came to us they explained the issues that they were having with low website traffic and poor conversion rates. They wanted to improve their SEO performance, attract more visitors and ultimately increase their product sales. We helped them achieve just that through a precise and targeted website redesign strategy.

Our Approach

Our initial approach was two-pronged; to enhance the website’s functionality and to create SEO content to improve the website’s visibility. This strategy would ensure that ProCoffee appeared in front of the right audiences in addition to ensuring that they wanted to stick around on the website for longer.

Improving the GT Metrix Performance Score

GT Metrix is a web performance tool that offers free and paid analysis of a website’s speed and performance. By inputting a URL, users can get a detailed report on what might be causing their website to load slowly or perform poorly.

GT Metrix gives scores using Google’s Lighthouse performance metrics, it provides detailed metrics on how long it takes for various parts of your website to load and helps in identifying bottlenecks or problematic resources.

Because we didn’t build the website, we first needed to know the current performance of ProCoffee, which showed us a rating of C. This technical information then allowed our web developer to identify precise optimization adjustments to increase the grade.

As a leading website design and development agency, we understand the importance of regularly checking tools like GT Metrix and value how instrumental they are in ensuring that a website provides a good user experience, which is increasingly vital for SEO and user retention.

The Client

BeyondHR is a Human Resources consultancy firm that provides a range of services across Northern Ireland, Scotland, and England. They assist organisations in recruiting, managing, and safeguarding their staff.

BeyondHR offers services to both SMEs and larger corporate clients. The consultancy team is composed of experienced HR consultants who are experts in the outsourced HR industry and Health & Safety Consultants, who have supported thousands of SMEs across the UK and Ireland, boasting more than 200 years of combined experience.

BeyondHR’s mission is to be the leading provider of outsourced HR support services and health & safety advice for SMEs in Northern Ireland, Scotland, and England. They are committed to bringing clarity and perspective to people management, recruitment, and health & safety issues – going beyond what is expected of your usual HR consultancy firm.

The Challenge 

As part of the business strategy, BeyondHR needed to develop a separate sub-brand for its health and safety services – BeyondSafety. This would help the business expand into the health and safety sector and establish a credible presence within it.

BeyondSafety assists businesses in ensuring that they are in compliance with relevant health and safety legislation. They encourage businesses to reach out to their consultants for guidance and support in this area, aiming to become the leading provider within NI, England and Scotland.

The challenge now was to create two separate brands that could promote both aspects of their business. However, we needed to ensure that the Beyond brand identity was reinforced and that the SEO efforts of the previous domain were maintained. This required a strategic approach to website design and SEO.

The solution wasn’t as simple as splitting the website into two separate domains, doing so would pose several challenges including;

• Challenging the SEO of the existing domain.
• The individual cost of hosting two domains.
• Time and effort spent managing two domains

So we decided against a standalone website. Instead, we decided to build a ‘microsite’ within the existing BeyondHR website. This would ensure that everything was kept under one roof and that the SEO strategy remained strong with opportunities to pursue different sets of keywords within each site.

The Microsite Build

The microsite build still had everything that you would need from a standalone website – dedicated web pages, a different design, chatbot features, etc. We ensured that it was in keeping with the Beyond brand identity whilst establishing a separate persona that communicated a set of different services.

Homepage

The homepage welcomes visitors to BeyondSafety, quickly establishing the business as a health and safety consultant. In order to extinguish between the two brands, we used separate colour themes; incorporating a green theme which is perfect for health and safety-related services.

Health and Safety Services

For simple and user-friendly navigation, we also built a separate services page. This type of website design ensures that visitors can quickly find the information they need, in addition to providing opportunities to capitalise on keywords from dedicated URLs.

Videos

As part of the client’s SEO strategy, we also sought to leverage Google’s video feature in search results. This dedicated video page would allow the client to rank for specific keywords through informational videos, providing an opportunity to push the BeyondSafety microsite up search engine results.

Resources

We also wanted the BeyondSafety microsite to become a hub of information that would attract visitors for health and safety advice and guidance. This would contribute towards the domain authority for both BeyondHR and BeyondSafety and help establish the BeyondSafety brand as a credible expert within the field.

Dedicated Client Portal 

We also created a client portal for Beyond HR’s clients to securely access and upload HR information. This would help protect their client’s data and ensure that they could securely receive sensitive documents.