Four Pillars Hotels wanted a website that would reflect their brand and drive online sales in a highly competitive market. We delivered that and much more…

Originate

Working closely with Four Pillars, Marketing Team Direct identified the objectives for the new website. As well as increasing online sales and raising brand awareness, Four Pillars needed a content managed solution which integrated with their own online booking system, a data capture element (in order to capture vital customer details for future marketing purposes) and a mechanism to measure and analyse the performance of the site.

Integrate

We proposed a sales orientated website solution with a content management system that enabled Four Pillars to amend existing content and create new pages with ease and flexibility. Keyword phrases were researched and built into the site as part of the organic search optimisation strategy. Offers and promotions were brought to the forefront to increase sales, whilst Google Analytics was fully integrated to monitor the performance of the site. A data capture system was built into the back of the site to house customer data. Repeat visits were encouraged through prominent incentives and fresh, interesting content. A tactical pay-per-click campaign was used to boost New Year bookings in conjunction with a special offer.

Accumulate

Four Pillars Hotels now welcome 70,000+ unique visitors to the site every month resulting in an average e-commerce conversion rate of 4.5% (not including corporate customers). The website achieves Google page 1 rankings for highly competitive keyword phrases such as ‘Cotswolds Hotels’ and ‘Oxfordshire Hotels’. It has enjoyed a 35% increase in high quality search engine traffic. Valuable customer data is collected automatically, enabling Four Pillars to expand their database and effectively target web customers. The New Year Breaks pay-per-click campaign yielded a conversion rate of 18%. Our online marketing solution for Four Pillars has created a platform for increased efficiency, targeting and revenue generation.