As part of the integrated marketing program for The Beaches of Fort Myers & Sanibel, the newly redesigned FortMyers-Sanibel.com launched in August 2016 with a renewed focus to inspire planning and trips to the destination. Built from the ground up, the new design includes a fresh content strategy, a responsive site structure and a new platform for industry partners.
The simple and welcoming design expands on the brand promise that from the moment you arrive, you connect to the people and preserved nature around you. This connection now comes through even more on the site, encouraging visitors who arrive from any media source to engage naturally with the brand and start planning a vacation.
A content-first approach includes separate strategies for leisure, group and media audiences. This idea serves dynamic content with an editorial tagging structure that allows users to easily browse and explore the site through suggested topics, types of articles, and also by region. Thanks to the robust tagging, related content widgets now strategically appear on key pages, which create opportunities to manually feature editorial content and showcase more of the destination.
Site visitors arriving from different access points now also receive inspiring content. By utilizing listings and events as support on pages throughout the site, a user receives additional content related to what they choose to consume. Events categorized and displayed according to date and time also allow the user to see what’s going on in the destination. Contextual pieces of editorial content add inspiration by real visitors where user-generated content can be leveraged. All user-generated content displays the name or handle of the person who provided it. This new structure proves to keep visitors engaged longer with content that specifically interests them while inviting them deeper into the planning and purchase funnel.
Finally, a new Umbraco-plugin based industry portal gives industry partners better site access in order to manage their accounts. As the chosen content management system (CMS), Umbraco provides flexibility and a user-friendly interface in an open-source solution that allows easier support and upgrades when new releases become available.
We’re proud to share that the site has been well received since launch. Engagement and goal completions show a 55% increase and a 19% bounce rate decrease as we continue to monitor consumer and industry partner feedback.
Take a look at the new and improved site: https://www.fortmyers-sanibel.com/