
How Horowhenua District used trendspotting and timely content to boost engagement and conversions for seasonal tourism.
Aspiring Guides is a guiding company based in Wānaka, New Zealand. They offer world-class courses and trips across skiing, climbing, and trekking. With over 30 years of experience in New Zealand's backcountry, their guides are internationally certified and deeply passionate about creating unforgettable outdoor experiences. Their audience spans from first-timers to seasoned alpine adventurers.
Conversion Rate Optimisation
Website Development
increase in 'Book Now' clicks post-launch
improvement in engagement rate
increase in average engagement time
Aspiring Guides offer an impressive and diverse range of adventures, from simple day hikes to advanced mountaineering adventures. With such a wide offering, it was time to rethink how information was presented to help users explore confidently and efficiently.
The previous site had served its purpose, but a more intuitive, category-driven approach was needed to reflect the brand's evolution and improve user journeys across the board.
We also had to integrate newly developed brand visuals — including a new logo, colour palette, and guidelines — into the website design.
We had to ensure that the refreshed look was cohesive across all digital touchpoints.
We approached the redesign with a customer journey mindset, crafting a user journey that reduces friction and builds intent—anchoring the experience in clear category pathways.
We integrated newly developed brand visuals — including a new logo, colour palette, and guidelines — into the website design, ensuring that the refreshed look was cohesive across all digital touchpoints.
Redesigned homepage and navigation: Introduced clear pathways for each of the three core categories (Ski, Climb, Trek). Focused on scanability and clear CTAs for mobile-first users.
Rebuilt product pages with Webflow CMS: Enabled structured content blocks (e.g. Itinerary, Pricing, Difficulty) and nested key info in tabs and accordions.
Integrated dynamic trip recommendations: Surfaced related trips to keep users exploring.
Redesigned homepage and navigation: Introduced clear pathways for each of the three core categories (Ski, Climb, Trek). Focused on scanability and clear CTAs for mobile-first users.
Rebuilt product pages with Webflow CMS: Enabled structured content blocks (e.g. Itinerary, Pricing, Difficulty) and nested key info in tabs and accordions.
Integrated dynamic trip recommendations: Surfaced related trips to keep users exploring.
A redesigned site that fuels discovery and drives more action
Post-launch analytics showed a 76% increase in "Book Now" clicks and a 43% lift in time spent on site. The new navigation made it easier for users to find trips by category and ability level, while the CMS structure allowed product pages to communicate complex information in digestible chunks. Engagement rate jumped from 51.5% to over 63%, showing users were staying longer, clicking more, and exploring deeper.
How Horowhenua District used trendspotting and timely content to boost engagement and conversions for seasonal tourism.
Using our proven paid media strategy, we helped Aspiring Guides drive measurable leads and bookings—without blowing their budget.
How a strategic website redesign and creation of SEO-focused service pages significantly improved QMC’s website organic rankings.