Old Town Outfitters

Old Town Outfitters is an adventure guide based in Guatemala that creates unforgettable cultural excursions, outdoor experiences, and custom adventure tours. With increased competition in the industry and a difficult-to-navigate, outdated website, they began to see an upsurge in lost bookings. So, the team at Status Forward developed a new strategy that increased website traffic and bookings through optimized tour content.

My involvement

Content Strategy

Information Architecture

UX & UI Design

HTML & CSS

Project Management

Collaborators

Leah Quintal

Wolf Hoelscher

Homepage

The Approach
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We started with a content audit to identify gaps in content and opportunities to improve or remove weak content
Strategized a new navigation and user flow, focusing on activity and destinations, making it easier for users to identify the type of trip they wish to take
Updated brand identity elements and created a more cohesive presentation that can be used beyond the website
Presented offerings directly on the home page, allowing the client to showcase specific trips
We showcased social proof directly on the homepage and highlighted the company's value to the customer
Made it easier for users to find answers to commonly asked questions through an FAQ section
We increased booking conversions by having the 3rd party booking app directly on the trip page with clear calls to action

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