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Improving traffic and engagement for new tourism website

Responsive CMS Website & Digital Marketing


Hampshire Top Attractions, HTA, is a marketing consortium composed of Hampshire’s leading tourist attractions with members such as Beaulieu, Marwell Zoo and Paultons Park.

The members are managed by The Marketing Collective; a destination marketing company specialising in the collaboration of tourism, arts and culture. HTA sought to enrich and enhance their web presence. To achieve this they actively sought a new agency which resulted in them engaging Zeta.


What we did

HTA appointed Zeta as their new web agency in 2016 with the design and build of a new responsive web site getting underway in the Autumn. The new site offers visitors an engaging experience, whether planning a forthcoming holiday from the comfort of their home, or simply sourcing quick information from their mobile phone whilst on the go.

The web site has an abundance of superb features. The HTA members' attractions rotate ensuring fair representation for each destination whilst offering fresh content to returning visitors. Each attraction has its own admin area where members can manage and publish events to the web site. The built in voucher system enables visitors to sign up and download discount vouchers for their favourite attractions. An interactive map provides a quick overview of what Hampshire has to offer and the interactive filters enable visitors to quickly find suitable attractions and locations.

It’s been great fun working with Zeta – they are a creative, innovative and professional team and have shown this throughout the project. We’ve valued their expert advice and willingness to be challenged and find solutions. They’ve delivered the project within budget and to a demanding schedule. We are delighted with the end result - a fresh looking, fully responsive website - we couldn’t be happier!

The Marketing Collective - on behalf of Hampshire's Top Attractions

what we did
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223%overall increase to social traffic

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8%conversion rate for collecting user data

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10% improvement to bounce rate

The success

The previous website had a strong organic presence in Google, which had to be transferred to the new website without losing any traffic. After launching the new website - without any loss of presence on Google - the Zeta team improved traffic further by utilising forgotten legacy pages.

Within the first month, the new website produced impressive figures for total visits, bounce rate and pages per session. Influencing the figures was the improved speed of the site, which was increased significantly by implementing lazy loading, script and style minification and moving the site to a dedicated VPN server.

As we continue working on their online marketing we feel confident that HTA will become the one-stop-shop for families looking to visit the Hampshire area.