Pure Leisure Group operates luxurious holiday parks in desirable locations within the UK, offering family holidays in Northamptonshire, Golfing and Leisure activities in Cambridgeshire and holiday breaks in the Yorkshire Dales and The Lake District. With continued growth and new park acquisitions Pure Leisure, trust us to manage and maintain their online presence, with a lasting relationship that’s so since early 2016.
Pure Leisure came to us with a simple request, to redevelop their existing web site, which wasn’t performing as well as the client wanted and to apply and improve upon branding guidelines.
The initial goals were to to increase conversions through a focused SEO strategy and to improve and consolidate the branding across the sites. BFI were asked to focus on the lifestyle aspect of the business, to assist customers seeking a UK holiday, to promote the sale of property stock and collect user information more efficiently.
We rebuilt and continue to maintain the customer-facing Pure Leisure website, bringing rich features and an enjoyable, engaging experience to the company’s expanding client base.
Initially working from designs supplied by a third-party agency, we sought to improve the layout and functionality from the start. Once a first set of designs were built and tested, we worked closely with the Pure Leisure marketing team to subtly change the design to better achieve their business objectives.
The client required ‘brochure’ pages for all of their parks. We needed to display the individual nature of each location with emphasis on site facilities and nearby attractions. These pages act as a gateway for users to make holiday enquiries or to investigate the potential for holiday home purchase. We also built a social wall which feeds content back from Instagram, Twitter and Facebook.See the result
This section of the site breaks down property types into Caravans and Luxury Lodges. Prospective users are prompted to register their interest from each location’s landing page. The page displays video and 3D walk through footage, general benefits and facilities on offer and a carousel display of homes on offer. From here, customers can view each property in detail, register or enquire about availability and apply for finance.See the result
In addition to the main Pure Leisure site, which is a gateway to all the locations on offer, we were asked to redevelop two other websites for parks with their own unique facilities. Billing Aquadrome is a large holiday park set in 235 acres in Northamptonshire, with high spec facilities for a wide ranging client base, whilst Lowther Holiday Park is a quieter, more rural site set in the Lake District. Both websites needed to fit into the new design scheme, whilst retaining individuality.See the result
Our redesigns for all three Pure Leisure websites are continuing, but analytics from optimisation to date shows a marked increase in user activity in the identified areas marked for improvement. Our relationship with the client is ongoing and we proud to be an integral part of their strategy.
We are happy with our relationship with Big Fish. Their team is always prompt in response and keen to suggest improvements to our online offering. They will be part of our strategy going forward.