Summerstar Tourist Parks is a group of family-friendly caravan parks located in rural West Australian destinations.
Summerstar Tourist Parks came to White Chalk Road with multiple unique websites which all focused on a particular caravan park location. The current setup made it hard for them to manage all websites efficiently and growing the authority and recognition of their brand was overly complicated.
To better manage their online presence and to build up the authority of their company in Google’s and consumer’s eyes, we recommended consolidation of all websites into their company website. Through this process, Summerstar Tourist Parks was able to offer online booking options seamlessly across all park locations. We also helped implement experience booking options for their key service locations.
The first step in our online marketing strategy was to consolidate all existing websites to redirect and be housed under the summerstar.com.au URL.
We assessed how users navigate their websites to plan the structure and layout of the new website. The website began as a solid foundation as we moved to implement online booking across all parks with the help of our friends over at AB Web Developers.
The website consolidation managed to push the authority of many old domains and well-known brands into one larger group website, immediately boosting traffic, conversions and brand awareness.
Technical SEO
Now that we had the website ready, will all existing website’s content and imagery carried over, it was time to work through and optimise every service page on the new website.
For top-level pages, park pages and accommodation pages, we implemented unique and locally-written content to provide useful and reliable information to website users. The content was able to resonate with local searchers, providing them with all the necessary information they needed for them to make a booking.
Being a very location-specific service provider in Western Australia, it was essential to have well-written content that spoke to the local market.
SEO copywriting
Once we reached top positions for caravan park and accommodation-related searches, our focus was pushed to widen the net and reach thousands of additional searchers with travel articles.
At White Chalk Road, we confidentially push a solid content strategy for almost all industries as we have over 20 years of experience and expertise in what works for Google and users. Summerstar Tourist Park quickly adopted our onsite content strategy which continues to reach tens of thousands of searchers per month, providing useful and reliable local information.
Over the past 3+ years working with White Chalk Road, the Summerstar Tourist Parks website has gone from strength to strength with huge increases to organic traffic, conversions and conversion rate.
The ongoing content plan, and move to continually adapt based on user-focused website design and applications have allowed the website to outperform many key competitors. As we continue to build up the authority and content on the website, the Summerstar Tourist Park team continue to expand into new and exciting WA townships.
James Corbitt, General Manager
