Making
sales shine

Redefining Peter Bull’s holiday home ownership proposition

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Peter Bull Holiday Resorts is an independent company which owns and runs three beautiful coastal resorts close to the picturesque seaside towns of Newquay and Bude in Cornwall.

It offers rentals of caravans to holidaymakers, as well as running an ownership program that provides the opportunity to buy a holiday home or luxury lodge on one of the three sites.

The challenge

Peter Bull’s ownership scheme was greatly overshadowed by holiday rentals and was not achieving the level of sales the company had hoped. As a result, Peter Bull wanted guidance on how to develop its website to improve the digital footprint of its ownership scheme. These improvements would work to increase conversions, visit requests, ‘try before you buy’ overnight stays, call backs and newsletter sign ups.

Our solution

After conducting an in-depth discovery process, we highlighted that ownership’s under performance could be attributed to the existing content structure. The content structure placed heavy emphasis on holiday rentals and failed to support ownership both in terms of messaging and from an SEO perspective. We therefore proposed a brand new ownership site which would sit on a subdomain of the main site. This would serve to improve organic visibility as well as providing two clear customer journeys for each business offering.

Tailored for ownership

As the new ownership website is solely targeted at holiday home owners, we ensured that the messaging reflects this. Product listings and information have been strengthened to appeal to the ownership audience.

Similarly, the website now has a search function to allow users to easily narrow down their criteria so they can find their perfect holiday home. In order to provide a clear divide between the two areas of the business, both user journeys have been clarified and simplified. As well as this, distinct and enhanced calls to action have been scattered throughout the website to optimise conversion opportunities. The overall website now has a premium look and feel which is designed to appeal to the target audience.

"The main purpose of the new website was to generate sales leads and so far we have had three in nine days… we had not had a sales enquiry off the old website for four or five weeks."

Finance Director Peter Bull