A magical website optimised for search and conversion

BeWILDerwood runs two woodland adventure parks, based in Cheshire and Norfolk. They feature family-friendly outdoor activities, with an enchanting theme taken from a series of children’s woodland books. 

We were approached to create a new website for the parks. Our brief was to provide clear user journeys through the site, allowing users to book tickets and plan their days out, whilst also ensuring that we communicated the magic of the BeWILDerwood throughout the experience.

Working with our in-house SEO experts, we recommended moving away from their existing dual-site approach where each park location was hosted on its own sub-domain.

Our recommendation of a unified site for both locations would allow Bewilderwood to optimise their digital marketing campaigns around a single domain.

Much of the content for each location is shared, so a unified site prevents the issue creating confusion for search engines with two sites hosting practically identical content. Park-specific colours and signposting make it clear to users where they are at all times, and we ensure that users have multiple options to select or change their location.

With a recognised brand already in place, our task was to help BeWILDerwood shine in the digital world. We worked with their in-house team to translate their handcrafted aesthetic into our designs, whilst keeping the modularity needed to make a flexible site. A large amount of the park’s traffic is through mobile devices so optimising the experience on smaller screens was a key consideration.

We champion accessibility in all our builds, and with BeWILDerwood we were careful to employ their extensive colour palette only in combinations that ensured high contrast and easily readable text.

We have produced a site to match the magic of the BeWILDerwood parks, which works as well for search as it does for users. Launched in the off-season, the new site will give BeWILDerwood a head start on the competition as traffic begins to ramp back up.