By Prior Arrangement, a leading travel agency specialising in curating bespoke Moroccan experiences, struggled with online conversions due to ineffective messaging on their website.
To refine the website design, messaging and overall user experience, while also better communicating the value of their services, the company reached out to Melotti Content Media to enhance their digital presence.
This transformation led to a significant increase in engagement and conversion rates, which attracted more leads and effectively showcased their offerings.
Discover how strategic website improvements and messaging can elevate a brand’s online impact — keep reading.
The Company
By Prior Arrangement is a premier travel agency specialising in bespoke, high-end travel experiences in Morocco. With a deep passion for this extraordinary country and its warm-hearted people, the company has developed strong relationships with local connections throughout Morocco.
The agency excels in curating tours and private itineraries that cater to diverse interests, whether clients seek relaxation, adventure or cultural immersion. Their deep understanding of Morrocco allows them to create unique travel experiences that leave lasting memories.
The Situation
Operating successfully for years, By Prior Arrangement wanted to grow their profitability.
As part of this, they recognised the importance of an effective online presence in reaching potential clients and knew they needed to enhance their digital strategy.
The business aimed to increase revenue and expand their brand presence to attract more leads.
To achieve these goals, they decided to invest in advertising, specifically Google Ads, to prepare their website for the anticipated traffic.
This strategic move aimed to enhance their visibility among affluent travellers seeking unique experiences in a competitive market.
However, their website was looking very dated and wasn’t showcasing their true value – which was causing the Google ads to be ineffective.
Recognising the need for improvement, they reached out to Melotti Content Media to develop a better website that could showcase them better and convert visitors into customers.
The Challenge
By Prior Arrangement’s website was struggling to convert the traffic they were getting through Google Ads.
The challenge was in turning clicks into meaningful actions, as the existing site was not optimised for maximising conversions.
Visitors were landing on the website but were not taking desired actions, such as booking enquiries. Potential clients staying at the site were left without a clear understanding of what made By Prior Arrangement unique in the competitive travel landscape.
This disconnect not only hurt lead generation but also made it more challenging for the agency to build trust and credibility with potential customers.
BEFORE – See By Prior Arrangement’s previous website home page
The Goal
The objective: optimise the website so it better reflects the bespoke experience By Prior Arrangement provides.
A complete overhaul was needed to improve the aesthetic, messaging and conversion potential. The redesign process covered a thorough evaluation of the website’s strengths and weaknesses, identifying areas for improvement in both functionality and content.
The goal was to create a visually compelling and emotionally engaging online presence that aligned with the brand’s high-end premium image and effectively converted visitors into leads.
The Solution
Melotti Content Media was brought in to help address these challenges.
The team conducted a series of strategy sessions with Christopher Melotti, thoroughly analysing the website’s design, content and user experience. Through research and collaboration, it became clear that the site was failing to convey the high-end, tailored experiences that the brand promised.
Melotti Content Media led the redesign of the home page, focusing on the following:
- UX & Wireframing: A complete rethinking of the website layout and user flow to ensure an intuitive, seamless experience.
- Visual Design: Stunning imagery that highlights the beauty and exclusivity of the destinations, along with a modern and sophisticated aesthetic.
- Website Copywriting: Rewriting the website copy to make it emotionally resonant, exciting and evocative, focusing on travel experiences that capture the imagination of prospective clients.
- Webpage Execution: The home page was rebuilt using a more engaging and interactive design approach.
AFTER – See By Prior Arrangement’s current website home page
The Outcome
The revamped website home page was launched, and the results were immediate.
By Prior Arrangement received MANY enquiries via their website only a week after the launch – a dramatic improvement from their previous lead generation efforts.
The new site not only elevated the agency’s online presence, it also significantly boosted conversation rates, which makes it easier for potential clients to engage with the company and enquire about their Moroccan travel experiences.
The client was thrilled with the outcome, the updated website continues to deliver strong results.
We have had 6 enquiries via the website since you made the new home page live last week! That’s after a gap of over 2 weeks since the last online enquiry! I know improving the content will prod Google algorithms in some way, but I think the quality of the home page is definitely working! Just thought I’d share the love!
Alastair Fernie, Owner
