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fields end water

Fields End Water

Fields End Water is a touring and camping site in Cambridgeshire. Catering exclusively to adults, it also offers luxury lodges and a wide range of fishing activities. Their old website had drifted out of date, so they appointed Bigfork to get them back on track with a brand new one.

The Brief

Fields End Water is well known for its caravanning and fishing; however they had recently added six luxury lodges with private hot tubs to their offering and needed to promote these to a new audience.

The existing website was pre-smartphone and not mobile-friendly.

It wasn’t easy to update, optimised for search, or visually appealing to the young adult audience it was hoping to attract for lodge bookings.

Our brief was clear – bring the website design up to date, rectify these issues, and increase bookings across the board.

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Bigfork have been very friendly and accommodating, throughout the building process, and the aftercare has also been friendly and efficient. I am very pleased with the look of the new website and it seems to be working well too. What more can you ask for?

Charlie Boughton, Owner, Fields End Water

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The Process

In order to generate new bookings we needed to make sure the website was easy to find and easy to use. To achieve this, we started the project with a search audit and content plan based on existing website pages and Google analytics.

This gave us some solid insights into how to structure the website, which keywords we should target to attract the right type of visitors, and the type of content they would need once they landed on the website.

 

Design and CMS

Armed with the content plan, we started the design process. The Fields End Water branding was based around their distinctive bright orange, so we made sure this came through in the new design, as well as making good use of their new photography to really show off the location.

All of the website page content was rewritten with our research in mind too, however great content is no good if it goes out of date, so it’s all built on a SilverStripe content management system so that everything from photos to price lists can be easily kept up to date.

Online Bookings

Fields End Water use Camp Manager to handle their bookings, which we integrated into the new website making sure it was on-brand to blend in seamlessly.

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Migration

One of the big challenges for the new site was a domain name change from fieldsendfishing.co.uk to fieldsendwater.co.uk. 

Combined with a whole new URL structure, this was quite a big shift in terms of search engine optimisation.

Therefore, we took a lot of care to make sure pages were correctly redirected and the domains were migrated according to Google’s best practise guidelines, including submitting the change of address to Google Search Console.

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The Results

The new website has been well received and is working well. Since launching earlier in the year, it has seen:

  • A 4.4% increase in search visibility for core keywords
  • A 12.74% increase in new users compared to the previous year
  • Bounce rate reduced from 39% to 28%
  • Average visit length increased by nearly a minute

We’d love to hear from you

Call us on 01603 513080 or 01223 902219, alternatively fill in the enquiry form below.

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