Luminia case matkailuyrityksen verkkosivusto

A comprehensive website reduced the time spent on customer service

CASE: Website redesign for a holiday resort

In this project, a comprehensive website was built for a holiday resort, making it easier for customers to find information and directing bookings directly to an online reservation system. The new website reduced the time spent on customer service and clarified the customer journey.

Initial situation

The holiday resort was previously using a website I had built with HTML and CSS, but the company wanted to transition to a modern WordPress content management system.

A significant portion of staff time was spent answering recurring customer questions, and bookings were made through multiple different channels. This increased the workload of customer service and slowed down daily operations.

The company aimed to reduce the time spent on customer service by providing comprehensive and easily accessible information directly on the website, and by guiding customers to make bookings through an online reservation system.

Project goal

The goal of the project was to build a modern, easy-to-maintain, and comprehensive website that clearly presents the services, supports customer communication, and directs bookings to the reservation system.

What was done

At the beginning of the project, a competitor analysis was conducted to examine websites of industry players and identify ways for the client company to stand out.

Based on this, the site structure was designed and key information about the company’s services and frequently asked customer questions was compiled.

Comprehensive service descriptions were written for the website, forming a clear overall structure and making it easier for customers to find information. The rich content helps users gain a well-rounded understanding of the company’s services and their high quality.

The content was complemented with on-site photographs of the company’s premises, surroundings, and services. During the photo production, light styling was also carried out to enhance the appeal of the services.

By combining detailed service descriptions with high-quality photography, a visually and structurally clear overall experience was created.

The target audience was carefully considered in the website implementation: as a significant share of customers belongs to an older age group, emphasis was placed on clarity and readability in the text. Generous whitespace was used, and content was structured for easy scanning.

The website was built using the WordPress content management system with a lightweight, mobile-friendly theme that was customized through coding to match the company’s visual identity. Necessary functionalities were added via plugins, and the booking system was integrated into the service pages.

Basic search engine optimization was also implemented.

The website was built in four languages.

Luminia icon results

RESULTS 

  • The number of website visitors increased significantly over a few years.
  • Nearly all customers now come through the website, allowing the company to reduce investment in other marketing channels and save costs.
  • The time spent on customer service decreased significantly.
  • The majority of customers now make accommodation bookings through the reservation system, which further reduces the need for customer service.
  • The website achieved excellent scores in Google PageSpeed Insights (80–100/100), which measures site performance and user experience.
  • The website’s search engine rankings improved significantly.

Luminia icon lessons learned

PROJECT LESSON 

Comprehensive and clear online communication significantly reduces the workload of customer service and improves the customer experience.

Luminia icon project information

PROJECT INFORMATION 

Client: Finnish SME operating in the tourism industry
Client relationship duration: over 15 years
Project scope: website design and implementation
Project scale: extensive multilingual website project (approximately 50 pages per language)
Client responsibilities: concept development and gathering background information
My responsibilities: concept development, strategic planning, visual design, technical planning, content planning, website implementation (WordPress setup, photography, image editing, copywriting, coding, and page layout), basic search engine optimization