Success on the Web: Detailed Case Study with ROI Figures
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Top of the Hill: Mont Blanc Ski Resort is a relatively small operation and one of a handful of similar ski resorts that can be found on the road leading to Quebec's largest and most famous resort Mont Tremblant (actually Mont Tremblant is an entire ski village).
The problem for Mont Blanc then was how to stand out online. The site itself was unremarkable (some would say that's a compliment). Searches for Mont Blanc often brought up Tremblant first; in searches for Trembland, Quebec skiing, and other central topics, Mont Blanc rarely showed at all.
Within two months, this all changed. Currently Mont Blanc's website receives over 700 visitors a day in peak season, and the site rivals Tremblant (and it's millions of dollars in marketing power) for top search position in all of Quebec ski-resort-dom. In the first year, the changes we put in place brought a documented 30% increase in overall revenues and a 100% increase in new winter hotel guests coming through the website. These first year revenues alone paid for the search optimization as well as a re-branded website (several times over).
Powerful Branding and Positioning
While search engine optimization has little to do directly with brand appearance, it is not useful to drive large amounts of traffic to a website that does not represent the company, product, or service well. Fortunately, Mont Blanc was open to a redesign and new strategic position, and we had the opportunity to help develop a new site and branding position that would maximize the effectiveness of both the optimization, and the related marketing (and specifically the site's ability to convert the traffic we were about to develop into sales). Calling Mont Blanc "The Region's Family-Friendly Ski Resort" we positioned it against the massive Tremblant, and other competitors, focusing also on the value that skiing at Mont Blanc represents (about 40% less than Mont Tremblant), and less crowded. In design, photography and content, we developed online and off-line collateral that established a clear and consistent brand.
Next: Copywriting for Optimization... >>
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