Case studies



Building a new website based on detailed user experience research

49 day discovery phase

2 000+ page site

15 international markets


Building a new website based on detailed user experience research

49 day Discovery phase

2 000+ page website

15 international markets

The challenge


The biggest challenge for VisitBritain was that its previous website offered too much information, meaning users were often unable to find what they were looking for.

Beyond this, the content was not engaging or interactive, and failed to provide users with the information or inspiration required to sell Britain as a holiday destination. In addition, there were no clear statements of intent, calls to action or data capture options across the site.

Our task was to build a brand new trade site, based on analysis of the current site and detailed research into the VisitBritain user experience. Our primary focus was creating a platform that would be easy and enjoyable to navigate, allowing users to find relevant information quickly. VisitBritain also needed a site that they could edit and develop in-house after launch.

What we did

We began with a rigorous 49-day discovery phase, starting with an in-depth SEO review and detailed content audit.

We then held stakeholder interviews that helped us define clear user personas, focusing on their key goals, behaviours, needs and concerns. This stage was vital because it uncovered a need for VisitBritain to address a broader group of users than it’s team had foreseen. Honing these personas enabled us to create goal-led user journeys, that then shaped the site framework and content requirements.

While designing and building the site, we also redefined and simplified the look and feel, creating a new design direction for VisitBritain’s trade platform. Our vision was to produce an inspiring site, using imagery as the main focus point, but also showcasing quality content.

We took a modular approach to the design, creating easily customisable pages that would allow VisitBritain to adjust the layout and content to reflect changing strategy and priorities. To make the site as user friendly as possible we also carefully planned out search, filter and drop-down functionality.


The site went live in August 2017 with overwhelmingly positive feedback from both VisitBritain and the trade users.

Importantly, the way that the site was built has allowed continuous evolution and optimisation, giving VisitBritain easy routes for site growth and content development.

Because of the ongoing potential for growth, we continue to work with VisitBritain on a retained basis.


The team at MADE.COM knew their product catalogue had huge search potential, but they didn't have the data to properly assess it, or the means to get the data on the scale they needed - which is where we came in.


We’ve worked with Expedia since 2014, with an evolving remit across both SEO and content. Find out how we carried out one of the most ambitious projects the partnership has seen so far - Large-scale keyword research and content strategy in five languages.


Oodee, a new and innovative skincare brand, launched at the start of 2022.  As a new concept, they required a digital PR campaign that would help launch the brand, earn valuable backlinks for SEO, and educate prospects.


The Hotel Guru is a successful hotel curation website that came to us when they suffered a drastic drop in search rankings and traffic. The team tasked us with identifying what the cause of their ranking drop was and to devise a strategy to recover their position.


TravelSupermarket needed help producing multiple blog articles for 13 of their most popular European summer destinations. They wanted the blogs to be informative, factually accurate, and most of all, inspire travellers.

Would you like to know more?

If you’re interested in boosting your online visibility, driving more traffic to your website or any of our other services we’d love to hear from you. Fill out the form and we’ll be in touch with you shortly. We’ll discuss your goals, answer any questions you may have, and help you find the best solution for your business. 


Contact form