Destination Marketing

Orkney.com

Promoting Orkney as a vibrant, distinctive and innovative land of opportunity
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How we got there

Background

In 2014, NB Communication won a competitive tender exercise to plan, design and develop a brand new version of the Orkney.com website. The main aim for the site was to encourage people to move to or invest in the islands, as well as buy its produce.

Challenge

We initially focussed on clarifying the purpose of the site, in order to plan and build an engaging online presence packed with informative content relevant to the needs of the target audiences. In order to realise this we developed a fully responsive design utilising full screen photography to showcase Orkney’s stunning scenery. The site content was tailored to provide concise yet specific information, laid out in an easy to use manner. On page search engine optimisation made sure that all pages ranked highly for relevant search terms.

Solution

Detailed case studies, complete with image galleries and embedded videos were used to highlight the best Orkney has to offer for potential tourists, investors, shoppers and those looking to relocate. We also included a mailing list sign-up form (integrated with a behind the scenes CRM system) to maintain communication with the site’s target audience and full social media integration, so that visitors of Orkney.com’s Facebook and Twitter pages can find the website, and vice versa.

(Header image by Premysl Fojtu)

Inner Page Templates

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Property Listings

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Engaging Content

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Monthly Newsletters

4

Results

The site was launched in autumn 2014, to a very positive response. Google rankings for ‘Orkney’ improved almost immediately, and the ‘bounce rate’ was dramatically lower. The attractive and functional new site saw an increase in pages viewed per visitor of 140%, demonstrating the success of the site’s design, functionality and engagement with visitors.

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