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Kasteel Engelenburg Increases Sessions by 72% with Website Redesign & Launch Programme

Profile: Relais Chateaux castle property dating from 1570 located on an expansive, landscaped estate in Brummen, Netherlands.

Size: 41 Rooms

Online Turnover: 15% room revenue is generated through the website.

Services: Website design & Arósuite CMS, launch marketing programme.

The Brief

To design a responsive website to improve online visibility and customer engagement across all devices.

The Result

  • 72% increase in sessions in the 6 months following the launch of the website (year on year).
  • Bounce rate reduced by 25% in the same period.
  • Google page speed was 80 after launch of the new website.
  • Mobile site is fully responsive and passed page speed tests.
  • 8 times more mobile sessions in the first quarter of 2017 compared to 2016 without responsive website design.
  • English home page authority climbed 16 points, indicating a better search engine ranking.

The Approach

The new website went live in the second quarter of 2016, showcasing the illustrious Dutch castle property, estate and amenities in multiple languages, capturing a broad international audience. Wide, scrolling image headers immediately grab the imagination of the user, while wedding and golf mini-sites (launched in a second phase of the project) further enhance the user’s browsing experience by providing well-presented information.

The launch marketing process guaranteed that the website’s online visibility would improve and any unnecessary traffic loss avoided. Deep analysis of the existing website was conducted to highlight any issues that could be rectified on the new site. Many 301 redirects were completed to ensure that there would not be any negative effects from web pages that were no longer live and that traffic from these old pages was channelled correctly.

The structure, navigation and meta data were a key focus. The team analysed competitors, researched the best relevant keywords and discovered opportunities to boost Kasteel Engelenburg’s visibility online. A unique meta title and meta description were crafted for each page in adherence to the best practice SEO and to capitalise on popular keywords and phrases. The hierarchical structure was improved with an internal linking strategy that strengthens keyword performance.

A new website design and technical SEO analysis ensured that the website would perform at its best when launched, free from any errors that may impede usability or result in penalisation from search engines. After launch, the domain authority improved greatly, meaning that the website was likely to rank well on search engines due to over forty factors, including quality links to the website, internal linking structure, site speed, SEO-friendly content and numerous technical SEO elements.

Read More: How to Avoid Traffic Loss During a Website Redesign Launch