Key Objectives
Modernize Design Aesthetic
& Streamline User Experience
Improve Website's SEO Visibility for Non-Branded Search Terms
Boost Lead Generation from New Website Visitors
Create Content Strategy to Attract MOFU & TOFU Traffic
The Project Background
Hospitality Network, a subsidiary of Cox Business, is a Las Vegas-based provider of technology solutions for hospitality venues across the United States. Hospitality Network offers a suite of technology solutions for hotels, concert venues, sports arenas, and convention centers to improve the guest experience and to open revenue streams for their customers.
To bolster its lead generation, Hospitality Network called upon Captivate to design and develop a brand new company website using our Search First® approach. We then followed up with a strategic digital marketing program leveraging our expertise in SEO and content marketing strategy, social media content, and paid social media initiatives.
The Project Challenge
With lead generation at the top of Hospitality Network’s goals, we needed initiate a complete redesign of the company’s corporate website, modernizing a dark and dated design aesthetic while improving the site’s SEO, content, and conversion potential.
Compounding the outdated aesthetic, the old corporate website lacked a content management system to allow Hospitality Network’s marketing team the ability to create new pages or update website content without needing to enlist the help of a web developer.
Captivate needed to leverage our Search First approach to create an SEO friendly website that was easy to manage and would expand Hospitality Network’s organic reach beyond branded search terms.
Key Issues
Corporate Website Had Dark, Dated Design Aesthetic
No CMS to Easily Add/Edit Pages & Website Content
Lack of SEO Strategy Limited Non-Branded Search Visibility
Thin Content with Narrow Website Sitemap Architecture
The ROI Focused Solution
To help achieve its goals, Captivate created a new UX and site architecture for Hospitality Network with a modern, appealing UI design that adhered to Cox Business’ brand guidelines. We developed the new SEO-friendly website on the WordPress CMS platform, allowing the Hospitality Network team to easily manage the site’s content on an ongoing basis.
After conducting comprehensive keyword and competitive analysis around the Hospitality and Event WiFi industry, as well as uncovering opportunities to target smart stadiums and hotel in-room guest entertainment, Captivate mapped out a new site architecture to help capture the most relevant search traffic.
To promote ease of management and expansion of pages in the future, Captivate developed the new site using WordPress’s Divi Builder theme, establishing content blocks that could be reused and/or repurposed to create new site content. We then devised an ongoing content strategy to capture search traffic at all stages of the conversion funnel, in addition to creating engaging social media content and LinkedIn ad campaigns to increase lead generation.
The Results
Following the new site launch in September of 2021, Hospitality Network saw significant improvement across the board for both SEO traffic and site-wide engagement metrics.
33%
Increase
Organic Sessions
SEO traffic improved Y/Y after the new website launched.
21%
Increase
New Users
SEO strategy promotes greater reach to new user traffic.
26%
Increase
Pages Per Session
New UX promotes deeper engagement from users.
107%
Increase
Avg Session
Overall time on site improved nearly 2 minutes on average.
13%
Decrease
Bounce Rate
New site UX reduces bounce rate from SEO Traffic.
7%
Decrease
Mobile Bounce
Smartphone users saw a drop in bounce sessions Y/Y.
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