Experience Orkney

Experience Orkney: Organic Growth & 99% Conversion Boost

Project overview icon

Project Overview

Client:

Experience Orkney

Location:

Kirwell, United Kingdom

Industry:

Tourism – Hourly Guided Tours

Service Focus:

Personalised Orkney Tours

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Project overview icon

Project Overview

Client:
Experience Orkney

Location:
Kirwell, United Kingdom

Industry:
Tourism – Hourly Guided Tours

Service Focus:
Personalised Orkney Tours

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Experience Orkney: Personalised tours across land and sea

Experience Orkney is a locally operated tour company offering personalised land and sea adventures across the Orkney Islands. Guided by Ebenezer Quansah, a certified STGA Green Badge guide with nearly two decades of local island knowledge, the business provides immersive, small-group experiences ranging from Neolithic heritage walks to remote island boat tours. With a commitment to authentic and sustainable travel, Experience Orkney combines professional expertise with a deep personal passion for the islands' unique history, wildlife, and coastal beauty.

The Challenge

Experience Orkney approached us with a clear goal: to transform their website into a primary driver for direct bookings through organic growth. With zero budget for paid promotion, the strategy had to rely entirely on technical precision and high-impact content.

Their main challenges included:

  • Near-Zero Visibility: The site lacked rankings for business-critical search terms, resulting in almost no organic exposure or direct bookings.
  • Poor User Journey: An outdated website and confusing navigation created a critical barrier for users attempting to book tours.
  • Significant Technical Debt: Severe technical issues were hindering search engine crawling and overall site performance.
  • Weak Content & Optimization: Content was generic and thin, failing to reflect the expertise of the guides or the unique nature of the tours.
  • Flawed Site Architecture: An incorrect internal linking structure prevented search engines from understanding page hierarchy and topical relevance.
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The Results

The site now attracts steady, high-intent organic traffic from business-critical search terms. By resolving the technical debt and restructuring the content, we achieved exponential growth in both visibility and direct revenue.

  • From 0 to 100 organic clicks/month: The site now consistently receives over 100 monthly organic visits from highly targeted, localised keywords.
  • Month-on-month growth: Organic traffic increased by more than 30% over the last 3 months compared to the previous period.
  • Conversions up 30%: All tracked conversion events—email clicks, phone calls, and form submissions—have increased at a consistent 30% rate, according to client-reported data.

+347%

Increase in Organic Traffic

+99.0%

Increase in Purchase Revenue

Our Approach

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Content & Optimization Strategy

A full content audit and revamp were executed to move away from generic messaging. We re-optimized every service page with high-intent keywords, ensuring the unique value of both land and sea tours was clearly communicated and correctly indexed.

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UX Design & Internal Linking

We redesigned the user journey and site architecture to prioritize ease of booking. By implementing a logical internal linking structure, we passed authority to key landing pages while helping visitors navigate seamlessly from discovery to checkout.

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Ongoing Content & Blog Strategy

A targeted blog strategy was launched to build topical authority and capture informational search traffic. By publishing regular, high-value content around Orkney’s history and hidden gems, we established the site as a leading local resource while supporting commercial pages.

Client Feedback

What Our Clients Say

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Since launching the new website we’ve seen a big increase in traffic and I’m already getting enquiries coming in every day. It’s really encouraging to see bookings starting to come through and the whole project is moving us in the right direction for the season ahead.

Working with Thin Slice Digital has been brilliant. The team have been awesome to deal with and the website they built for us is fantastic — everybody who visits the site loves it.

Ebenezer Quansah

Director

experienceorkney.com

Conclusion

By prioritising a complete technical overhaul, strategic content restructuring, and high-intent keyword optimisation, Experience Orkney achieved transformative growth. This focused, cost-effective SEO approach—relying entirely on organic precision rather than paid spend—proved that a technically sound website combined with topical authority can drive exceptional business results.

The results are clear:

  • 347.8% increase in organic traffic Save Icon
  • 99.0% increase in purchase revenue Save Icon
  • 723.6% increase in total users Save Icon
The site has transitioned from near-zero visibility to a high-performance booking engine, consistently generating significant revenue through organic search. This surge in qualified traffic and the near-doubling of purchase revenue demonstrate a clear, measurable impact on the client’s core business goals, securing Experience Orkney’s position as a leading local tour provider.