What is unique about Sabrina Boat is she’s the only passenger cruiser on the River Severn in Shrewsbury. And what makes the experience even more enjoyable is the very knowledgeable skipper who gives an overview of Shrewsbury’s history and the story of the river. We replicated that passion for all things Shrewsbury and the River Severn into the content.
Specifically, we created six news articles all optimised for SEO, the result was an extra 18,000 visitors to their site in 2019. Some of the unique content included interactive walks, embedded within the site to accompany the written guide, designed to keep the user on the page for longer. Those six pieces of content have resulted in six Featured Snippets in Google. If you don’t know, well Featured Snippets are the SEO gold star in Google search.
Over time though we realised that there simply wasn’t the flexibility in the bespoke CMS to A/B test results to tweak the UX of the site. So we built them a new website using the data we’d developed over the last two years. By analysing Google Analytics for goal conversion, we fine-tuned the visitor’s experience; reducing bounce rate and improving the engagement.