neira

Situation

New England Inns & Resorts Association is the ultimate online guide to exceptional lodging in the New England region, featuring more than 250 member properties ranging from the smallest country inns to the most exclusive hotels and resorts. An organization with that much clout needs a website that performs.

Challenges

NEIRA’s goal is to be a valuable online resource to travelers. When travelers discover the NEIRA website — whether it’s through organic search, digital advertising, or referral — they are funneled directly to members’ websites, where they are encouraged to book their stay. NEIRA needed a new, modern site that would accomplish their main objectives: attract more high-quality users, engage those users with their ideal vacation destination, and send prospective guests to member websites more efficiently. However, directing traffic to such a variety of member sites is a tall order. To achieve success with a project of this size added an extra degree of difficulty to Mondo’s task.

Solution

Mondo redesigned the site from the ground up in WordPress. Our new and improved platform enriched NEIRA’s data capturing abilities, enhanced their SEO, and overhauled the organization of complex lodging details in one good-looking package. Responsive design and cutting-edge web technologies like angular filters greatly improved the user experience and cranked up the site’s ability to attract, engage, and return users.

Strategy

Here, we worked with the client to create an effective SEO and digital advertising strategy to acquire new users and bring the old ones back. SEO would put the site closer to the top of the list for Google search results, while keyword-focused digital ads would bolster site visits.

Site Building

Bright, clean, and punctuated with high-quality photos, the new site that Mondo built for NEIRA features simple-to-navigate search taxonomies to put more members in view of potential customers. An easy-to-use backend allows the varied membership to update their own listings, while flexible development and content tools let NEIRA continually customize the site.

Tracking

The new website, in tandem with custom Google Analytics setup and dashboards, allows us to track and report important user actions on the site, demonstrating interest, booking intent, and value to NEIRA’s membership.

Results

26%

%
INCREASE IN SESSIONS WITHIN THE YEAR

23%

%
INCREASE IN USERS WITHIN THE YEAR

92%

%
INCREASE IN PAGEVIEWS

98%

%
INCREASE IN ORGANIC TRAFFIC

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