ToWander UK
Services used:
81% increase in organic website traffic and 70% increase in visits to property websites 1 year after joining!
ToWander UK (formerly Wanderlist) is a directory of stylish, quirky and cool staycation destinations that blows jet-setting abroad out of the water. As a directory website, their highest priority is providing service and value that encourages holiday property owners to register. In October 2021, ToWander looked to InSynch for support in this task.
The Client’s Aim
ToWander were managing hundreds of unique stays on their portfolio, a combined following of over 50k on social media and were working through a full rebranding of their website. They approached us in October 2021 looking for support in increasing memberships by driving awareness and bookings for their current members.
Using our Total Digital Marketing approach, we consulted with them and agreed a “done-for-you” digital marketing strategy, supplemented with consultancy and 1-2-1 training sessions. Lauren Sadler, one of our digital marketing experts, became their project manager and agreed the following goals:
- Improve organic traffic to the website with SEO
- PPC ads across search engines, and social media their target market were using, including featured ads on travel topic websites
- Business consultancy and training for their in-house marketing
- Website optimisation to track user behaviour and make it easier for visitors to visit a member’s website for booking
What We Achieved
The team at InSynch collaboratively developed an intelligent and results-driven strategy that has improved traffic to the website and improved the skills of the ToWander team. Results continue to roll in for ToWander UK, and we continue to work with them to achieve stand-out statistics year-on-year!
Search Engine Optimisation
As a directory website, it’s so important to rank highly in search results. It’s perhaps the main reason why businesses sign up for memberships. We thoroughly audited the website and found several opportunities to tweak its structure and content to target search terms their user base was likely to use.
A year after our work, ToWander had an 81% increase in website traffic from organic search users. In addition, organic search users became the leading source of new visitors to the website.
Pay-Per-Click Ads
With PPC ads, ToWander UK wanted to raise awareness of their website to people likely to use it. Using the keyword research from the SEO phase, we proposed several tailored Google Search ads and Meta ads, for categories of people. Like those interested in staycations, glamping, camping, and nature holidays, or looking for last minute breaks. We also featured ads on websites such as TripAdvisor, Wales Online and Good Housekeeping UK as their userbase was likely to be using these websites for planning UK holidays.
With ads have generated a 76% increase in paid traffic to the website compared to the previous period. With over 1.3 million impressions from Google Ads. With our featured ads, we achieved 29,000 clicks and over 850,000 impressions!
Business Consultancy and Training
ToWander UK managed their own social media accounts, content marketing, and emails. That said, we had plenty to offer them in terms of up-to-date knowledge on algorithms, trends, and best practices for maximum engagement.
InSynch provided training webinars to upskill the ToWander team in the areas they managed for themselves and advised strategies on how to manage matters post-rebrand. Our consultancy and training sessions have had nothing but positive feedback from ToWander, you can read some of it in the testimony below!
Website Optimisation
We advised on the current state of the website, and recommended changes with the purpose of improving the user experience. We also audited their Google Analytics, making tweaks that made it easier to measure user behaviours on the website.
With our help, ToWander have a better understanding on the performance of their website, and they recieve reports detailing which pages have low engagement or high exit rates without conversions. We’ve been able to track a 70% increase in visits to property websites from the online directory since October.
What ToWanderUK Have to Say:
“From the start, Lauren and her team began implementing and developing strategies to improve our website performance and usability and advertisement campaigns. This has been highly valuable and has seen a dramatic increase in our website traffic and performance.
Not only this, Lauren and her team have scheduled one-to-one sessions to educate our team in various aspects of digital marketing such as keyword research. These sessions have been very useful and allowed our team to develop their skills, which will then in turn improve our business performance. Lauren has also created various other strategies to help with sales, content creation and social media performance. All of which have been excellent.
We will continue to work with InSynch and would highly recommend them even to well-established businesses.”