Creating a web experience that can live up to real life.
Off Road NZ were in a position familiar to many – an amazing product run by a passionate team, but without a web presence that did their experience justice. Nestled in the forest outside of Rotorua, Off Road NZ offers incredible high-octane 4WD and Go Karting activities, and needed a website that could capture this and help attract FIT travellers – particularly post-lockdown!
Ian and Carol came to Maverick Digital with one goal – create a website that reflected their amazing experience.
A clear brand identity from print collateral gave clear bones for the project and highlighted the potential for an engaging brand story. An old website built out of a booking engine, with a confusing URL structure and separate mobile pages meant that there was huge scope for improvement.
Splashing and Racing around
There is something entirely visceral about the reaction you have at Off Road NZ. Whether it is flying through the trees in their custom-built Monster 4X4, or driving your own 4WD through deep water, it’s not something that can simply be described.
At such, the new website uses video and image to capture the energy and atmosphere of the experiences. These are used throughout the site in page heroes, and experience & combo tiles, to excite and draw in travellers while they research.
New footage was to be released with the website, but COVID lockdown disruptions meant that this was not to be. With this in mind, the website was built to be able to easily update and replace video, so that then it becomes available there are no barriers at all
Content and SEO at its core
Out-of-date technology and site-structure were holding the old Off Road NZ site back from achieving organic visibility and traffic growth. The new site was designed with rectifying this as a core outcome.
Content rationalisation, a clear IA, and ongoing SEO optimisation post-launch all contributed to a site with significantly more organic visibility – leading to an immediate boost in traffic including a >41% increase in organic traffic in July.
As with all Maverick Digital websites, Off Road NZ is a completely unique and bespoke design built on top of an open-source CMS. The flexibility and security of WordPress means that Off Road will be able to iterate and develop this site for years to come.