Buckfast Abbey is a world renowned, beautiful Church Abbey built by monks in the 1800’s. The Abbey itself is very well known, however, within the Abbey grounds is an impressive conference centre. The audience visiting the Abbey, namely local residents and holiday makers, is very different to the audience appeal of the conference centre which draws business users looking to hire the conference centre for meetings, seminars and workshops.
We were asked by the client to increase conference centre bookings from the private sector.
The client didn’t have a specific site for the conference centre, instead pages were included on the main site of Buckfast Abbey so conference facilities were performing poorly within the site with a problematic URL structure to boot!
Due to the different target audience and subsequently different messaging and tone of voice we advised the client to build a dedicated site for the conference centre. However, before doing so we developed a sub-brand to pull the conference centre away from the main Abbey identity. That way we could talk to a specific audience in a clear and concise way.
In addition, we also commissioned a photography shoot to capture the essence of the conference centre, it’s impressive grounds and even more impressive catering! The imagery is impactful and helps to really lift the personality of the conference centre away from stereotypical hotel conference centre facilities.
All copy was re-written with SEO best practice and we also introduced a blog post to complement organic search which we update on a weekly basis.
The site visibility in search engines has significantly increased and continues to improve as the organic strength develops. The conference centre is now talking in the correct language to a dedicated business target audience. Since its launch the client is experiencing success with online bookings being made through organic search.