Divers Cove Website & Digital Marketing Case Study
"Over the past year, Childsey has worked with us on everything from brand design to website redesign and digital marketing. Projects are always approached with enthusiasm and a focus on delivery. We have seen an impressive increase in new customers and revenue since working with Childsey. Simon and his team are great listeners, they understood exactly what I was trying to achieve. Nothing is too much trouble and I was delighted with the outcome of all campaigns executed by them."
Tom Baker - Director, Divers Cove
In January 2022 we partnered with Divers Cove, a stunning outdoor swimming venue in Surrey. We were tasked with upgrading their website. Divers Cove is one of the key venues where the people of Surrey and surrounding areas go wild swimming, train for triathlons and relax in their saunas surrounded by stunning scenery.
We boosted their year-on-year revenue by 25% with new customer growth at 101% across the year. We accomplished this by creating a search-optimised website designed with the user journey in mind and a considered marketing strategy involving multiple channels.
Year on year Metrics
The Approach
Our primary goal was to convey directly on the website, the same feeling of awe and amazement that you get when you head down to this stunning sandy-bottomed lake while maximising organic reach with SEO optimisation.
The site had to engage users, with clear calls to action and simple user journeys, to encourage them to take the next step in becoming a member and ensuring booking their outdoor swims was as easy as possible.
Development
From the development side, a lot of planning had to go into the technical features. These included a bespoke “model” that translates user bookings into appropriate API calls to low code platform allowing the client to check the customer in onsite when they arrive for their swim. Simple to use and maintain CMS to allow the client to update the site regularly with water temperature and to maintain customer service functions.
SEO
Content needed to be crafted with Google in mind but also the customer. We wanted the website to act as the perfect companion before and after swims, with everything ranging from directions, membership information, parking, equipment and what to expect when you arrive.
The Build
We built highly immersive landing pages featuring stunning imagery of this turquoise haven. To meet the need of the brief we decided to build a brand-new site taking the opportunity to redesign the site hierarchy and capitalise on SEO potential. We incorporated a new booking interface designed in a way that was easiest for the new and existing members to understand.
We built the website and integrated WooCommerce to incorporate a payment gateway system, maximising conversion and limiting basket dropout with easy-to-use payment options. We also provided full hosting with a maintenance package too. That meant we not only delivered a user-friendly site – we created a highly robust web platform that was fully secure.
Long-Lasting Relationships
What was supposed to be a short-term project with this client evolved into a long-term retainer relationship resulting in us supporting their full marketing strategy. This has involved developing a social media strategy with regular posts to improve reach and engagement across Facebook and Instagram, boosting traffic to the website. Due to the ever-increasing popularity of video content on social media, we have recently created a TikTok account to share engaging content which showcases the beauty of Divers Cove, whilst simultaneously driving further traffic to the website. We have also developed a broadcast email marketing strategy, which involves writing and sending regular campaigns to subscribers to encourage further website engagement and bookings.
As part of our ongoing marketing for Divers Cove, we are also continuously working on their SEO and have built a blog area to host relevant unique content.
We look forward to continuing to work with Divers Cove and helping to drive their business growth. If your website doesn't represent your brand or isn't performing in the way that you would like - get in touch to find out how we can help.
