2023

USA Guided Tours delivers a high-quality sightseeing & transportation service in a pair of locations — NYC and Washington DC primarily. Accompanied by licensed experts, guided tours are widely appreciated and offer the most enjoyable experience to local tourists.

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Challenge

As an award-winning firm, USA Guided Tours wanted to make its online presence felt. They needed a well-structured website with better usability and improved user experience.

Although the client already had two websites, each featuring options for one of the offered locations, it still didn’t work for their services. Both were having trouble with speed performance and were not responsive to function smoothly on mobile devices. It was hurting conversions and formed a poor SEO appearance. Ester Digital had to merge two sites into a new SEO-friendly, fast platform and make a visual revamp.

Darko Marsalek VP of Sales and Marketing at USA Guided Tours

Ester Digital's work improved the technical aspects of the site, much to the client's delight. The team communicated constantly and delivered on time to ensure a transparent workflow. They were quick to implement feedback and requests and always willing to go beyond the original scope of work.

Process

Having collected all the requirements, our team developed a coherent plan to hit the target. The client trusted us with most of the decisions, which made the initial stage even more rapid and constructive.

We knew we needed an advanced website structure to move with further tasks and keep everything on track. Here, our goal was to build a new sitemap, bringing clarity to content organization and recovering search engine indexing.

Since one of the essential requests was a more comprehensive platform to facilitate user interaction and help them effortlessly schedule tours, we focused on usability. While creating a new structure, transparent navigation and clean user flow were our priorities. Our talented UX designers also applied design patterns as the most effective way of delivering faultless functionality. In addition, we introduced a convenient sorting filter, so customers could handily explore tour proposals and find what they need in just a few clicks.

It was important that the refreshed structure made sense not only to users but to search engines as well. To tone that up, we implemented SEO configurations, including a semantic vocabulary of tags, to boost website visibility and achieve better representation of its pages in SERPs. Also, we carried out URL migrations for smooth redirection.

As a vital part of the project, our team moved on with UI design and modernized the USA Guided Tours’ visual identity. Delving into logo creation, we took the most iconic local symbols, like a bald eagle and the Statue of Liberty, to highlight the context of tours. A new color scheme with a refined yet calm palette and minimalistic images helped to make the website look professional and uncluttered. We also changed other elements like buttons, lines, and shapes to harmonize the overall picture. Thus, we got a beautiful urbane visual that perfectly translated the essence of USA Guided Tours services.

Outcome

Wrapping up the product, the Ester development team finalized all previous processes with modern WordPress tools. We delivered a good quality website and made it mobile-friendly, which doubled SEO performance and increased conversions. Now, USA Guided Tours can confirm their high-level service within digital settings as well and bring their customers an excellent experience both offline and online.