Old Town Outfitters home page in laptop view

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 With increased competition in the industry and a difficult-to-navigate, outdated website, they began to see an upsurge in lost bookings.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
Project Management


Leah Quintal
Wolf Hoelscher
Old Town's Homepage in full


The Approach

  • 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

OTO trip screens

Tour Index and Single View guiding visitors through to the booking process.

OTO booking screen

Styling of third-party booking system

OTO mobile screens

Mobile view of various screens

Blog index for OTO

Blog Index

OTO site planning screens


OTO site map

OTO Site Map

View More Work

OD website portfolio
FBA cover image featuring the website
Whole Log home screen