Where moments are made special.
Park Farm Hotel is a blissful countryside retreat, set just outside of Norwich. Whatever your need to getaway, Park Farm Hotel prides itself on offering something for everyone.
Our task was to create a captivating online experience to represent the quality and the diverse offering of Park Farm Hotel. Making user journeys logical, and essentially increase conversions to book on both desktop and mobile.
Understanding with insight.
People come to Park Farm Hotel for a variety of reasons; a long weekend away, celebrating an occasion or somewhere to relax for the day. We undertook some research to help further define user personas that represented how users would use the site, what content they required and what journeys they would go on.
We found there were four stages to this process. The “I want to get away” phase where users were just casual browsing, looking around at things that interested them. “The time to make a plan,” where users were researching in more detail, wanting to know about functional things such as prices, dates, rooms sizes etc. Thirdly, and most importantly “Let’s book it” phase where users knew exactly what they wanted. Making the booking must be easy and reassuring on all levels. But there is a fourth stage, after the user has booked. Users may return to explore more or share with friends what they are about to do, this is called the “Let’s explore” phase.
Making sure that all these phases are catered for is important for a successful user journey wherever they are in the process. This understanding allowed us to come to the decision of where to get away was made two steps prior to point of sale. The “Let’s getaway” phase was important to get right.
Inspire with content.
Making the right first impression is so crucial to the decision-making process and captivating video content needed to take centre stage. The Park Farm Hotel website was no exception and this was an opportunity to showcase all that is on offer.
But the inspirational content does not stop there, large imagery and emotive language is woven throughout the site. Booking a getaway isn’t just functional decision, it’s an emotive one. You book with your heart and by connecting with users on this personal level you are more likely to secure their booking. Adding people into imagery and the right language helps make this connection. Park Farm Hotel is truly where moments are made special.
Explore with ease.
Park Farm Hotel has a lot to offer so the site needed to be easy to navigate and guide you to the information you were after efficiently, offering multiple calls to book throughout. With clear navigation and no dead ends the journey throughout the site feels natural whilst highlighting the key selling points of the hotel.
Booking with confidence.
With the variety of services that Park Farm Hotel offer, there are a variety of booking platforms to incorporate. But the styling and clear calls to action allow the user to feel reassured throughout the process. Making sure it does not feel disjointed from the rest of the site was key.
Understanding our users and their potential journeys allowed us to create a website that works. Inspiring and captivating users to understand the true quality of what Park Farm Hotel offers, and go on and make those bookings to getaway time and again.