While having its primary roots in sea kayaking tours and rentals, Abel Tasman Kayaks had also branched out over the years to add walking to its service offering. The Abel Tasman Coast Track is one of New Zealand’s Great Walks, and it made sense to add another feather to the company’s bow – essentially making the operator a one-stop shop for Abel Tasman exploration.
Some time ago, the company’s digital presence was split into two websites – one for kayak rentals, and one for kayak and walking tours – and direct sales had been slowing down of late, in part due to the number of competitors that had come in to the walking space. By combining the sites into one, the idea was that Abel Tasman Kayaks was able to consolidate both websites’ SEO equity, creating a direct sales powerhouse and a single source of information for potential guests.
Maintaining Google visibility after a new website development is something the Maverick team prioritises for every project, no matter how small or large, so this was right up our alley. Along with a rich, sunkissed design, custom Trip Selector and friction-free UX, a robust SEO migration strategy formed a key part of the delivery approach.
The final product puts Abel Tasman’s golden beaches, peaceful lagoons and native forest front and centre. The Trip Selector invites users to choose their own style of exploration – whether it be walking, paddling, guided or independent, or a mixture. From there, users can view the ATK offering at a glance; factoring in things like pricing and duration to help simplify the many options on offer.
There are few places in New Zealand that conjure up that sunshine feeling like Abel Tasman National Park. Abel Tasman Kayaks’ new website will undoubtedly help more travellers – both kiwis and internationals – explore this paradise with Jack and his team.
– Jack Kelly, Abel Tasman Kayaks
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