The Queensferry Hotel group owns and operates two award winning 4 star Best Western hotels - Bruntsfield Hotel and Keavil House Hotel. The Bruntsfield offers comfortable, spacious accommodation close to Edinburgh Castle and the city centre. Keavil House Hotel is a beautiful country house on the outskirts of Dunfermline.
Web Foundry has worked with Queensferry Hotels since our business was formed. We have developed several iterations of the websites for the Hotel group, the latest of which went live in February 2015. In a competitive marketplace the hotel websites need to stand out, just not from each other. The Bruntsfield and Keavil House Hotels are very different but they are also part of Best Western, which has very strict brand guidelines. How could we continue to sell the beauty of each hotel, improve the user experience and offer Queensferry Hotels a good return on their investment?
The Technical Part
Web Foundry carried out a complete redesign using the latest version of Joomla CMS. The hotels shared a common template structure and functionality, populated with unique content and images. The two sites integrate with third party online booking systems for the hotel and restaurant booking. A range of custom modules build up the content structure, including a 'reviews hub' module, promotional offer modules and bold slideshows. Stunning imagery makes the sites highly visual, giving customers a real taste for the hotels’ look and feel. Users can access specific pages that link to the dedicated restaurant and health club sites.
The new template is fully responsive, meaning Queensferry Hotels have moved away from the need for both a desktop website and a separate mobile website. This is both a benefit for customers using the site, as they can access all of the information and content from any device type, and it is also a benefit for the hotel marketing team, who no longer need to update two instances of content.
Web Foundry also carried out keyword research and onsite optimisation and we continue to provide an ongoing support plan for assisting with content updates or any other assistance the team need with any of their websites.
Web Foundry presented costs and concepts to the client and attended meetings in Edinburgh to discuss direction and scheduling. Once the budget was accepted we built the custom templates for Joomla 3.3, coding all of the custom CSS. We developed a content strategy using Gather Content, improving the use of keyword research terms and ensuring the content was concise and suitable for the new template design. Concise, clear content and messages to customers was the key.
With the previous websites that we developed back in 2011, the client saw a great return on their investment, as in both cases they experienced a considerable increase in online bookings. We hope that with the new responsive templates, online bookings will only continue to increase, and from a range of devices. The improved site features and functionality help drive business, leisure and restaurant customers to the sites as well as increasing traffic to the respective external dedicated sites. Over the past two years we have provided a reliable support service and continue to work closely with the in-house marketing team to implement more complex requirements or provide assistance with content management advice. The use of a CMS makes regular content updates, including seasonal menus and promotional offers, straightforward and quick to implement.