Storytelling is a huge part of the puzzle for the Colony of Avalon, their remote location requires a lot of work to convince visitors that it’s worth the drive – and their website is now able to do the heavy lifting in this space. Imagery is used to highlight the experience, focussing on people experiencing the tour and on-site locations. Complementing this with shots of the stunning locations surrounding the site and features that visitors will encounter help to build an expectation and anticipation for a guided tour, rather than a self-led experience.
As part of the website redevelopment, we had an opportunity to refine and develop the brand narrative around the site, location and products to entice people to book a tour, rather than exploring the site on their own. There are multiple facets to the experience that have their own individual unique selling points (USPs) or calls to action (CTAs) including the tours, dig products, museum, colonial kitchen, and their position on the Irish Loop scenic drive. The new website combines these with a clear and consistent visual and written identity to help achieve its goals of improving engagement metrics and conversion rates.
The written content is focussed on driving users to conversion, using fun, conversational language with short and snappy headings and CTAs throughout the site. And with live functionality now available, the entire booking experience is far more seamless for both customers and the CoA team.
The result is a beautiful new website that not only delivers a seamless experience for the customers and tells the amazing story of the Colony of Avalon, but it also allows them to take ownership of the content through an open-source platform, enabling them to continue to expand their narrative over time, showing people what they can encounter when they visit the Colony!