ABOUT

Rarely do any web design/build jobs go through the same process but if there ever was a testament for building and archiving authentic content then promoting the site using Limelight's Landing Page release, this would be one for the books. Kawarthas Northumberland's previous web incarnation suffered from a staggering bounce rate nearing 90%. This was hard to believe as the site was a tourism destination piece and anyone that has visited the region would attest that there is so much to see and do.

Limelight was afforded the opportunity to create dozen's of “experience-based content modules” that consisted of researched, curated and authentic content. Videos and original photographs were made of any number of resorts, attractions, hands-on activities throughout the region. How to videos mixed with demonstrations including cooking classes hold the attentions of visitors.

A mobile-first design approach was taken to ensure a responsive product which in turn married to the look and feel of the client's Social Media channels. To launch the site, Limelight ran a digital and traditional ad campaign through a landing page matrix that measured people's interest as they navigated to the new web application allowing for measurement of conversions based on interests. This in turn drives people direct to partner offerings. In less than a month the site went from an average of 170 hits per day to nearly 1,000. Further, the bounce rate plummeted from 89% to 3.7%.

Content remains king as foresight and planning make for an effective launch while proving conversion for clients.